MRKT 410 7980 Consumer Behavior - Assignment 2

MRKT 410 7980 Consumer Behavior
Here is a project which requires reading the instruction first, understanding the
instruction and using the RUBRIC to do the assignment. It is strongly advised to read and
understand the instruction and also use the rubric below to do the assignment. PLEASE
DO NOT PLAGRIZED, the professor uses turnitin to scan the documents.
I want in text citation, good APA format, good and quality references, use APA format for
the citation and references. Also please again follow the instruction and the rubric.
Assignment #2 (25% of the final grade)
Instructions
Assignment #2 (15% of the grade)
Topic: Consumer Decision Making and Promotion/Marketing Strategies (15% of the final
grade)
Background
Written Assignment #2
The purpose behind much of advertising is to influence each of the five Consumer Decision
Making process (Problem Recognition, Information Search, Evaluation of Alternatives, Product
Choice (i.e. Purchase) and Outcomes (i.e. Postpurchase). Each stage of the Consumer Decision
Making process has techniques that help consumers to manage the stage and then move onto the
next one successfully. Eventually, the consumer moves to purchase (where we get excited to
make the sale) but don't underestimate how important the last stage (post purchase) is to making
additional sales in the future. Below are guidelines that show basic techiniques used to target
and manipulate each Consumer Decision Stage through advertising.
Below are some issues that you will want to consider as you evaluate each of the five chosen
advertisements. Please remember that your goal is not simply to answer these questions, but to
provide insights into the consumer’s decision making process that you feel would be useful to a
marketing manager (e.g., if an ad triggered the consumer’s decision to purchase the product).
Other areas to comment on would be level of involvement, etc. Consumer Decision Making
Stage: Considerations for Stage: Common Ad Techniques: Problem Recognition What problems does this
product solve for the
consumer? • What
triggered the decision to
purchase this product?
• Was this the first time the
consumer purchased such a
product?
Information Search Ask a question (What’s for
dinner tonight?)
Show before (actual state)
and after (desired state)
Use the word “new” or
“introducing” to initiate
curiosity. Match amount of
information with type of
product. Information Search • Did the consumer seek information
about the product and about various
brands? How was this information
collected, and how much
information was collected? • Was
the consumer searching for any
advertisements for the product?
What was the consumer’s reaction
to these advertisements? Direct consumers to
website, free kit or other
information venues.
Show role models that
“look” like the target
market.
Show the entire line of
product offerings (all the
flavors and colors, etc.)
Testimonials, etc. Evaluation of Alternatives • How many alternatives were
considered? How were they
selected? • What features and
characteristics of the product were
most important to the consumer?
• How important was the brand of
the product to the consumer? Featuring specific variables
that the product is known
for (ex. Volvo=Safety). This
is known as “positioning” a
product.
Competitive method (brand
compares themselves to
“leading brand or
category”)
Comparative method (brand
compares themselves to
another brand by name
(Coke vs. Pepsi) Product Choice • Did any other people play a role in
the decision process? Describe the
roles that each person played.
• How was the final choice
determined? How carefully was the
decision made?
• Where did the consumer make the
purchase? Why? • Did the consumer
pay full price for the product? • How is the product used and
consumed? How does the consumer
feel when he or she uses the
product?
• What is the meaning of this
product to the consumer?
Post-Purchase Evaluation
Does it merely
serve a function for the consumer, or
does it say something about who the
consumer is? Tell consumers where and
how the product is sold.
Offer many ways to pay for
the product.
Divide payments.
Offer sales promotion
(coupons, rebates) Show awards the brand has
won.
Show how a brand should
be consumed.
Allow consumers many
ways to return the product.
Allow consumers to easily
provide feedback.
Reward consumers loyalty This assignment asks you to find one ad that addresses each of the needs of the five stages (in
other words five different ads). This means that there must be five different ads for the total
project, one for each stage (all ads are different from one another). Create a Power Point
Presentation that shows how the advertiser is addressing the needs of the consumer for the
specific Consumer Decision Making stage.
First, show the ad in a slide and then follow-up with a slide which explains (bullet form) why the
ad slide targets the Consumer Decision Making process stage. ALL ADS MUST BE STILL ADS
(NO VIDEOS or LINKS). Therefore the ad MUST be able to be copied and pasted within the
power point slide (NO LINKS). Here is the format of the presentation:
Slide 1: Name, date
Slide 2: Problem Recognition Ad
Slide 3: Explanation why it addresses this stage Slide 4: Information Search Ad
Slide 5: Explanation why it addresses this stage
Slide 6: Evaluation of Alternatives Ad
Slide 7: Explanation why it addresses this stage
Slide 8: Product Choice (Purchase) Ad
Slide 9: Explanation why it addresses this stage
Slide 10: Outcomes (Postpurchase) Ad
Slide 11: Explanation why it addresses this stage
Slide 12: Conclusion
In the conclusion of the slide presentation choose which ad is most effective (overall) and why.
Logistics Run Down:
-No more than 18 slides in length (includes cover page and bibliography)
-Include a cover page and bibliography of sources. Outside sources (esp. learning resources from
weeks covered) are encouraged to be cited and used.
-Organize and utilize the headings given above.
-No more than 2 grammatical/spelling errors are allowed (please proof before submitting).
-Text is required to be in Times Roman, 12 pt font, double space the text.
- Keep voice in business third person. Do not include visuals in text analysis, if need to add
create an appendix and refer your reader to such.
Consumer Behavior
Written Assignment #2- Decision Process Grading Rubric
Requirement Points Problem Recognition (15) Information Search (15) Alternative Evaluation (15) Product Choice (Purchase) (15) Outcomes (Postpurchase) (15) Summary (15) Technical Perspectives (10) TOTAL POINTS: (100) The learning resources
Reading:
1. Overview of Learning and Memory:
http://www.slideshare.net/kumaravinash23/chapter-7-consumer-learning?related=1
2. A slightly different take on CB Information Processing.
http://www.slideshare.net/balasiddu/consumer-learning-14432282?related=2
3. Good example and exercise for Short Term Memory. Also, good visuals within.
http://www.authorstream.com/Presentation/lepetitbonbon-63060-memory-consumerbehavior-2008-education-ppt-powerpoint/
4. Overview of Motivation:
http://www.slideshare.net/kumaravinash23/chapter-4-consumer-motivation
Read this resource to learn more about the connections between memory and learning. You may
wish to pay special attention to references to classical and instrumental/operant conditioning. http://www.consumerpsychologist.com/cb_Learning_and_Memory.html This video discusses Maslow’s Hierarchy of Needs and provides a framework for thinking about
consumer-related motivation. https://www.youtube.com/watch?v=yM8SwZkvCIY
Reading:
Required learning resources are found in TWO areas of the classroom (for legal reasons). Look
here for required resources to start your weekly journey. Then utilize the tab "Week 4 Learning
Resources". For WEEK 4 START HERE: (paste the link below into browser to access)
http://www.slideshare.net/zenaidaalbarasin/entrepreneurial-mngt
http://2012books.lardbucket.org/books/marketing-principles-v2.0/s06-02-low-involvementversus-high-in.html
http://www.uamsibiu.ro/publicatii/Series%20A%20-%20Economic
%20Sciences/2009%20vol2%20no4%20web/2009%20vol2%20no4%20EcSci%2010%20Paper
%20Munthiu.pdf
This resource provides an outline of the consumer decision process in five stages. You may wish
to pay special attention to Section F and its table as a helpful desktop reference.
http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/
Read this article for a detailed explanation of the problem recognition process, the first stage in
the five-stage decision making process.
https://www.researchgate.net/publication/235253191_Problem_Recognition_The_Crucial_First_Sta
ge_of_the_Consumer_Decision_Process
This resource is a solid review of the consumer decision process and includes a helpful flow chart.
http://www.consumerpsychologist.com/cb_Decision_Making.html