Project #62829 - consumer behaviour essay- 4000 words (need top quality)

The assignment will enable you to understand how consumer behaviour theory can be used in a range of marketing strategies; such as (1) the segmentation of consumers, and (2) constructing appropriate messages to the target market. The assignment will require you to apply detailed analysis about the following psychological aspects of consumers: (i) perceptual theory (ii) learning (iii) consumer motivation; (iii) consumer lifestyle and apply these theories / models to message appeals or segmentation.  In essence, you will need to draw upon the knowledge of consumer behaviour theories, concepts and models that you have acquired from the lectures/seminars and the self-study weekly readings.

 

By the end of this assignment you should have developed a detailed, complex, and theoretically understanding of how marketers utilise consumer behaviour theory to market their products.

TASK 1

 

You are required to look at products from two different categories. One of these product categories should be low involvement (for example; bottled water; or most FMC Goods) & the other product category should be high involvement (for example; computers; DVD player etc). Find print advertisements for the products in the two categories and evaluate them using:

 

(1) Perceptual theory; you are expected to use the perceptual process to show how marketers use areas such perceptual attention, symbolism and interpretation in constructing their messages.

 

(2) Learning theory; you are expected to use (1) stimulus-response models such as classical conditioning; instrumental conditioning and (2) cognitive learning theory to illustrate how learning theory underpins communication & branding theory.

 

TASK 2

 

From the advertisements used in Task 1, illustrate how companies have used CB theory in marketing their product. Discussion should focus upon issues of:

 

3) Motivation theory: you are required to use content theories of motivation; such as Maslow’s Hierarchy of Needs and McClelland’s “Three Needs Theory” to show how the company has targeted various segments with their products.

 

(4) Consumer Lifestyle theory: using psychographic lifestyle models such as VALS 2 illustrate how the company has used psychographics & lifestyle as a segmentation tool.

 

Please refer to the appendices for the marking scheme and group/ individual log information.

Subject Business
Due By (Pacific Time) 03/25/2015 12:00 am
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