Buyer behavior is at the core of marketing. All marketing programs need to begin with an understanding of why and how consumers buy what they do.
1. Explain how a buyer's characteristics will influence consumer buying behavior.
Next, let us apply what we have learned. Choose a typical product that you purchase often. (Examples: tissues, salad dressing, wine, tools, clothing, toys). Select three brands of the chosen product. Research those brands by doing a search of the brand's web site and the AIU Library online databases for the brand and its marketing strategy.
2. Describe how each brand targets a certain segment of the consumer population (income, education, region, culture) by using specific features, packaging, pricing, advertising messages and selling channels (retail stores, catalogs, Web sites) to reach these segments.
Identify the primary features/attribute of each brand used to attract consumers.
1. Do you agree with the features/attributes used?
2. If not, what features/attributes do you think are primary?