Essay Assignment
The objective of this project is to deepen students' understanding of the utility of the consumer behavior concepts discussed in class and to sharpen your appreciation of the difficulties encountered when trying to apply those concepts in a real business context. The paper itself represents an important component of any marketing planning effort. The paper requires each student to develop a well-detailed and supported profile of consumers of some product or service to be selected by the student. In order to understand consumers it is necessary:
(1) To describe them in terms of demographics and lifestyles, and identify a useful basis (or bases) for segmenting the market
(2) To highlight those factors that affect consumer's perception of the product consumption
(3) To understand the impact of learning and memory on consumer behavior
(4) To determine how consumers attitudes form and change by marketing communication activities of the company
(5) To explicate the nature of the typical purchase decision process for the product category
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.