14 Aug MKTG 302 Marketing Consumer Behavior Application Project Dr. Randy L. Frye, June

MKTG 302 Marketing Consumer Behavior Application Project
Dr. Randy L. Frye, June 15, 2014
Directions:

Part I: Apply
the Consumer Decision
Process Model on page 191, Figure 6.2 in our textbook, to one
of the following purchasing situations NOTE: I
have also attached a more detailed model of what appears in the textbook in the
course unit folder. It is labeled consumer decision making model. Also, if you do not find any of the
applications below to be to your fancy, come up with another one and use it

1)
Securing a job
and employer right out of college.
2)
Purchasing a used
or new car.
3)
Buying your first
house.
4)
Selecting a
date for an important social event.
5)
Fulfilling the
need of munchies late at night.
6)
Buying a personal
computer or Smart phone.
7)
Purchasing a big
flat screen TV for your apartment to watch the upcoming March Madness NCAA
Basketball Playoffs next month.
8)
Selecting a college for undergraduate or
graduate work.

Use the Consumer
Decision Making Model, along with using the following technical consumer behavior
marketing terms, in your narrative or outline of the steps:

1)
Need or Motive
(i.e., Maslows Needs Hierarchy, Physiological needs, safety or security needs,
social and belongingness needs, self-esteem needs, and Self-actualization
needs).
2)
Stimulus or Drive
(i.e., commercial cues, such as advertisements, social cues, your friends and
family, or non-commercial cues, such as Consumer Reports or Car and Driver
vehicle ratings.
3)
Problem awareness
4)
Information
search (describe this process relevant to your purchase situation)
5)
The Evoked Set (identify
the particular subset of the universe of products you are considering) and
Evaluation of alternatives (list quantitative and qualitative buying criteria,
i.e., when I buy a vehicle I might set a quantitative criterion that I will pay
no more than the US average price for a new one, which is in June 2011 is just
a couple hundred dollars short of $30,000 according to the Wall Street Journal; an example of a couple qualitative criteria is
that I want to select an American brand vehicle and desire a color that will
not easily show dirt and grime, thus avoiding white and black cars.)
6)
Purchase act
(describe what happens when the purchase act is completed)
7)
Briefly identify
and describe the relevant Interpersonal (Social/Sociological) Factors that are
influencing your consumer buying behavior, see Figure 8-6 on page 234 or my
illustration.
8)
Briefly identify
and describe the relevant Intrapersonal (Psychological) Factors that are
influencing your consumer buying behavior, see Figure 8-7 on page 239 or my
illustration
9)
What particular Demographic
factors appear to be most relevant to particular consumer buying behavior
situation you are describing (e.g., if I operated a book store, the most
relevant buyer demographics would be education level and type, income, and even
gender since women generally purchase more books and magazines then men. Since general reading books often are
purchased with discretionary income, family income level is important and there
is the market presumption that better educated people read more frequently.)
10)
Post-purchase
behavior, including cognitive dissonance and how you might avoid it. Describe
your post-purchase satisfaction.
11)
Which among the three
levels of Problem Solving (High vs. Low Involvement purchases) is most relevant
to the purchase situation you are using and why?
Extended
(e.g., a first time home buyer purchasing one), limited (e.g., an experienced
golfer buying a new set of clubs) or routine decision making (e.g., me building
my breakfast sandwich at Sheetz)

Part II: Segmentation Identification, Labeling, and
Profile

For the product or service you have analyzed above, please develop a minimum of
three segments of customers for the
product. Use imaginative names for
the segments and give brief descriptions of their demographics, psychographics,
and product-related market dimensions.
Have fun with this part of the assignment and be creative.

Segment Name:
Dominant Needs:
Demographic characteristics:
Psychological characteristics:
Product-related segmentation characteristics (e.g.,
benefits, use or frequency, brand loyalty)

This mini-project can be done individually or in
pairs. Suggested length of the short paper is two
typed pages and outline form using the model and subject headings are
encouraged.

MKTG 302 Marketing Consumer Behavior Application ProjectDr. Randy L. Frye, June 15, 2014Directions:Part I: Apply
the Consumer Decision
Process Model on page 191, Figure 6.2 in our textbook, to one
of the following purchasing situations NOTE: I
have also attached a more detailed model of what appears in the textbook in the
course unit folder. It is labeled consumer decision making model. Also, if you do not find any of the
applications below to be to your fancy, come up with another one and use it1)
Securing a job
and employer right out of college.2)
Purchasing a used
or new car.3)
Buying your first
house.4)
Selecting a
date for an important social event.5)
Fulfilling the
need of munchies late at night.6)
Buying a personal
computer or Smart phone.7)
Purchasing a big
flat screen TV for your apartment to watch the upcoming March Madness NCAA
Basketball Playoffs next month.8)
Selecting a college for undergraduate or
graduate work.Use the Consumer
Decision Making Model, along with using the following technical consumer behavior
marketing terms, in your narrative or outline of the steps: 1)
Need or Motive
(i.e., Maslows Needs Hierarchy, Physiological needs, safety or security needs,
social and belongingness needs, self-esteem needs, and Self-actualization
needs).2)
Stimulus or Drive
(i.e., commercial cues, such as advertisements, social cues, your friends and
family, or non-commercial cues, such as Consumer Reports or Car and Driver
vehicle ratings.3)
Problem awareness4)
Information
search (describe this process relevant to your purchase situation)5)
The Evoked Set (identify
the particular subset of the universe of products you are considering) and
Evaluation of alternatives (list quantitative and qualitative buying criteria,
i.e., when I buy a vehicle I might set a quantitative criterion that I will pay
no more than the US average price for a new one, which is in June 2011 is just
a couple hundred dollars short of $30,000 according to the Wall Street Journal; an example of a couple qualitative criteria is
that I want to select an American brand vehicle and desire a color that will
not easily show dirt and grime, thus avoiding white and black cars.) 6)
Purchase act
(describe what happens when the purchase act is completed)7)
Briefly identify
and describe the relevant Interpersonal (Social/Sociological) Factors that are
influencing your consumer buying behavior, see Figure 8-6 on page 234 or my
illustration.8)
Briefly identify
and describe the relevant Intrapersonal (Psychological) Factors that are
influencing your consumer buying behavior, see Figure 8-7 on page 239 or my
illustration9)
What particular Demographic
factors appear to be most relevant to particular consumer buying behavior
situation you are describing (e.g., if I operated a book store, the most
relevant buyer demographics would be education level and type, income, and even
gender since women generally purchase more books and magazines then men. Since general reading books often are
purchased with discretionary income, family income level is important and there
is the market presumption that better educated people read more frequently.) 10)
Post-purchase
behavior, including cognitive dissonance and how you might avoid it. Describe
your post-purchase satisfaction. 11)
Which among the three
levels of Problem Solving (High vs. Low Involvement purchases) is most relevant
to the purchase situation you are using and why?Extended
(e.g., a first time home buyer purchasing one), limited (e.g., an experienced
golfer buying a new set of clubs) or routine decision making (e.g., me building
my breakfast sandwich at Sheetz)Part II: Segmentation Identification, Labeling, and
ProfileFor the product or service you have analyzed above, please develop a minimum of
three segments of customers for the
product. Use imaginative names for
the segments and give brief descriptions of their demographics, psychographics,
and product-related market dimensions.
Have fun with this part of the assignment and be creative. Segment Name:Dominant Needs:Demographic characteristics:Psychological characteristics:Product-related segmentation characteristics (e.g.,
benefits, use or frequency, brand loyalty) This mini-project can be done individually or in
pairs. Suggested length of the short paper is two
typed pages and outline form using the model and subject headings are
encouraged.

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