Buyer Behavior

MKTG 1052MKTG 1052

PROJECT GUIDELINES(Part Two)

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Continuing from Part One..• The next requirement as shown in the project brief reads

as follows:– Select one target segment profiled in question 3

from your chosen product that is considered a primary segment. Investigate and discuss how the following influences impact upon this identified following influences impact upon this identified segment and product/brand.

• This requirement covers parts 4 and 5 of the report: the external and internal influences affecting consumer buying behaviours

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2

External InfluencesInstruction (as per guidelines)

Interpretation/ what needs to be done:

4.1 Culture and Subculture: Are the values upheld in the society consistent with

Culture and subculture: examine how values of the local society could impact on the consumption of the brand. If this is a foreign brand, how will foreign cultural values match those of the local culture- are there

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society consistent with the consumption of the product? Does the product appeal to a specific adopter category?

those of the local culture- are there differences?Research specifically on the specific values that are closely related the purchase and consumption of the product.Adopter category means the target segment-so what it the profile of the key market segment that the product is positioned at? If it is an innovative product, then study the theory of adoption and the types of adopters.

Instruction (as per guidelines)

Interpretation/ what needs to be done:

4.2 Demographics: Is there an influence of age, gender, socioeconomic

External Influences

Link the specific demographic variables that determine the profile of the target customers. Do not show long lists of demographic factors but instead narrow influences upon

consumption?

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demographic factors but instead narrow down to the key ones only.

It is important that you show evidence of some correlation between the selected demographic variables and the propensity among target customers to buy and use the product

Instruction (as per guidelines)

Interpretation/ what needs to be done:

4.3 Group influence: Is there a reference group influence element on this product category?

External Influences

Research is from Chapter 14 of the text.

To what extent is the product itself susceptible to group influence? Is it one that requires peer group influence?

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that requires peer group influence? Observability? Communicability? Status symbol? Explain how this is so.

Discuss some of the processes like communication and opinion leadership in explaining how the group influences the diffusion and adoption of the product among its ‘members’

Instruction (as per guidelines)

Interpretation/ what needs to be done:

5.1 Needs and Motives: How readily is the product positioned to satisfy different needs or motives? What needs

Internal Influences

Research is from Chapter 10 of the text.

Use Maslow as the framework BUT don’t write about all the needs- not required.motives? What needs

are being met? (e.gMaslow’s Hierarchy of Needs)

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write about all the needs- not required.

You need to explain clearly how the specific type of need/s are matched to the consumption of the product.

From the marketing point of view, examine how the design and promotion of the product is well/poorly positionedto meet the specific category of needs

Instruction (as per guidelines)

Interpretation/ what needs to be done:

5.2 Perception: What are the strategic implications of the process of perception for marketers?

Internal Influences

Research is from Chapter 8 of the text.

You can use a number of concepts:

-Selective perceptionmarketers?

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-JND-Gestalt

This section requires you to show how perception is relevant to the marketing of the product. How does perception theory relevant to areas of marketing such as brand image and positioning, perception of price and quality, store image or the perception of advertising. You can select the relevant area and apply accordingly.

Instruction (as per guidelines)

Interpretation/ what needs to be done:

5.3 Learning: Given the profile of each segment, which application of learning theories would be most relevant to use

Internal Influences

Research if from Chapter 9 of the text.

We want to know WHICH learning theory is relevant- don’t write long discussions of all the theories!be most relevant to use

in promotion? eg; reasoning versus operant conditioning?

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the theories!Based on the nature of the product (high or low involvement) we can then deduce the type and complexity of consumer learning.

Will it be more conditioning or more of cognitive learning and justify WHY this is so. Give examples of how marketing and promotions can condition consumer learning.Also discuss how brand loyalty can develop based on learning and reinforcement.

3. Identification of Target Markets:

Instruction (as per guidelines)

Interpretation/ what needs to be done:

5.4 Lifestyle- Does the product appeal to a particular lifestyle? Is the product appropriate for one or more lifestyles?

Research is from Chapter 12 of the text.

Consider the impact of psychographics on buying behavior. Understand what is VALS.one or more lifestyles?

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VALS.

What kinds of lifestyle characteristics might determine the likely target customer profile? Show some examples and evidences of how the product specifically appeals to the given consumer lifestyle that you have profile based on VALS.