Analysis of Internal Influences on Consumer Behaviour

Analysis of Internal Influences on Consumer Behaviour
In this module, you have explored a variety of internal influences on consumer behaviour. You will now apply what you have learned by analyzing and investigating internal influences on consumer behaviour to practical marketing situations.
Assignment 2 is organized in six sections, which is worth 10 per cent of your final grade. Each of the six parts carries the marks as stated for a total of 100 marks. Remember that this section will subsequently be combined and summarized as part of your Integrative Report.
Instructions
You will continue to focus on your chosen product/service and market for the course. In this assignment, you will examine various aspects of internal influences and their implication to a marketer. Follow the specific instructions to each part of the assignment and complete all sections as required.
Section 1: Motivation and Involvement (20 marks)
Using the product or service that you have chosen to research, produce a 3-4-page report examining the level of motivation and involvement that a typical customer would display in the purchase of your product/service.
Consider the following:
1. Select one level of from Maslow’s Hierarchy of Human Needs that can be used to segment the market and position the product/service. Explain your choices. Justify the application of Maslow’s need hierarchy for segmentation and positioning of your product or service.
2. Identify possible motivational conflicts that a prospective consumer of your chosen product/service may have. Discuss how the marketer can reduce or resolve these motivational conflicts.
3. Develop an involvement profile for a typical consumer of your chosen product/service and discuss any key issues that would be relevant to a marketer. Use Figure 3-5 and Figure 3-6 on page 96 in assessing the level of involvement that a prospective customer of your chosen product/service may have.
Section 2: Personality (15 marks)
Produce a 2–3-page report answering the following questions:
1. Given your thinking on your product or service thus far, select two theories or traits from Figure 4-9 (page 115 of the textbook) that should prove helpful in targeting, branding and related strategies. Provides examples of ads that would appeal to those with similar personalities/traits (provide URL for ad, cite in text, scan, or describe in detail). Explain your choices.
2. Describe how you would use the concept of brand personality to develop a personality for your chosen product/service.
Section 3: Perception and Positioning (20 marks)
Produce a 2–3-page report answering the following questions:
1. Draw an attribute based perceptual map for your chosen product/service. Include main competitive brands and any opportunity for repositioning. (You may refer to page 165 of your textbook.)
2. What extrinsic and intrinsic cues would be used in assessing the perceived quality of your chosen product/service, and how would you as a marketer use extrinsic cues to improve the perceived quality of your product/service? Also comment on the price-quality relationship of your chosen product/service.
3. Comment on the type and degree of perceived risks likely to be associated with your chosen product/service?
Section 4: Reinforcing Consumer Learning (10 Marks)
How would you apply the concept of “shaping” to reinforce desired pre-purchase behaviour and attract customers?
Section 5: Consumer Attitude Formation/Change (15 marks)
Explain how you would change consumer attitudes towards a particular brand of your chosen product/service by:
1. Changing beliefs about the brand
2. Changing beliefs about competing brands
3. Changing the relative evaluation of attributes
4. Adding an attribute
Do you think the “foot-in-the-door” technique (page 230 of your textbook) is applicable to your chosen product/service?
Section 6: Communication and Consumer Behaviour (20 marks)
Using Figure 8-3 (page 262), recommend two advertising media for your product/service and explain your choices.
For the objective of promoting sales, what type of message structure, presentation style and appeal would you use? Would you use a comparative message or not?
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