You can choose any one of the listed brands based on your group discussion/preference to ensure a common brand that you are experienced: Pepsi, Merinda, Levis, Lee, Cartier, Tag Huger, Nike, Reebok, Godiva, Cadburys, Toyota, Sensor excel, Gillette, IBM think pad 500 or other notebooks, any one brand of washing machine or TV and any one brand of perfume.
Note: This assignment is structured to test your ability to recall the brand and be able to identify and discuss the elements that impact consumer behaviour, influence the consumer’s choice of goods and develop your strategy how you will be dealing with your consumer. In this process you will be able to recognise the level of consumer involvement (high or low), and whether or not the choice of advertising media or any other element has any impact on consumers in their decision making process and develop/recommend your strategy as a marketing manager to manage the consumer.
Following the prescribed text, Figure 1.9, page 24 or Quester Pettigrew Hawkins, 6th edition, page 13, Figure 1.4 you are required to exhibit your understanding of how the study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how:
· The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);
· The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media)
· The behaviour of consumers while shopping or making other marketing decisions;
· Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
· How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
· How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
Your efforts to present a marketing strategy should be based on these learning’s and be backed by the relevant theories. –
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