CB U3 IP

the Key Assignment Outline. 

Primary Task Response: Your first task is to post your own Key Assignment Outline to the discussion area so that other students are able to review your plan. Attach your document to the main discussion post, and include any notes that you feel are appropriate. The purpose of this assignment is to help improve the quality of the Key Assignment Draft that you will complete next week. 

Assignment Objectives

Discuss the social, group, and anthropological views of consumer behavior.

Examine the effects of social class, family structure, cultural background, group identification, and other social factors on consumer behaviors.

Analyze the technological, economic, and political factors that influence consumer behaviors.

Examine the influences of sustainability, social justice, and globalization, consumer politics and legislation issues on consumers.

Explore the ways knowledge and decision-making of groups and society can be used to increase customers, customer retention, purchases, and our understanding of consumer behavior.

the Key Assignment Outline.

Primary Task Response: Your first task is to post your own Key Assignment Outline to the discussion area so that other students are able to review your plan. Attach your document to the main discussion post, and include any notes that you feel are appropriate. The purpose of this assignment is to help improve the quality of the Key Assignment Draft that you will complete next week.

Assignment Objectives

Discuss the social, group, and anthropological views of consumer behavior.

Examine the effects of social class, family structure, cultural background, group identification, and other social factors on consumer behaviors.

Analyze the technological, economic, and political factors that influence consumer behaviors.

Examine the influences of sustainability, social justice, and globalization, consumer politics and legislation issues on consumers.

Explore the ways knowledge and decision-making of groups and society can be used to increase customers, customer retention, purchases, and our understanding of consumer behavior.

IP 3: Psychographic Qualities of the Consumer
500-600+ words detailing your psychographic profile of the target market of a brand or firm of interest. Most importantly, explain and justify the 4-5 psychographic, or psychological, qualities, of the consumer. Explain the targeted consumer, “as though I have met the person before.” If relevant, list key demographic qualities. However, give emphasis to the psychological profile and qualities of the consumer. In it, either use this chat or explain why the chat does not apply.
Give the profile a name.
Explain why your profile is important in developing marketing strategy. How would you attract such a consumer with marketing strategy? Please list at least two or three specific marketing strategies and explain why it reflects such a profile.

Brief Consumer Overview
Three Ways to Understand Consumers:
Demographics. External qualities of consumers (income, age, occupation, education, etc.) Usually too general to predict or explain well.
Benefits Desired. External qualities of products/stores. Price, convenience, quality, selection, “modern image,” nutritious. Provides “hook” to get attention but usually does not help understand consumer deeply.
Psychographic. Internal qualities of consumers. Creativity, innovativeness, relevance of others, confidence, nostalgia, traditional values, lifestyle activeness, self worth, concern for others, desire for respect from others. Best assists to explain consumers on deep level.