Building a Consumer Psychological and Cultural Profile

Building a Consumer Psychological and Cultural Profile

Assignment 1 Objectives: To examine how psychological as well as cultural factors

influence consumer buying behavior. To apply these factors when creating a Marketing

strategy for a product or service.

Assignment 1 Description:

In the New Shoes simulation you will be marketing to three different target markets

(home, domestic, and foreign). It becomes important to understand the consumer

psychological and cultural profile for each market.

Create a PowerPoint presentation to present to the marketing team of your New Shoes

company to present a profile for your New Shoes consumer for the domestic and

foreign markets using the criteria below.

1.

a. When Creating your Cultural Profile include the following elements:

i. Cultural Types

ii. Subculture

iii. Social class

iv. Communication (verbal and non verbal) that can impact the

Marketing process

v. Social ( networks, family, roles and status)

vi. Personal (age and life cycle stage, occupation, economics,

lifestyle, personality)

b. When Creating Your Psychological Profile include the following elements:

i. Consumer Perception of the product/service

ii. Why do consumers purchase this particular

product/service? (motivation)

iii. What are your consumers’ needs, wants, desires, and fears?

iv. What are your consumers’ beliefs and values that may

influence the purchase?

c. In addition, to the text book please review the following resources as well as those

in this week’s Student Resources area for assistance:

i. http://marketmedialife.blogspot.com/2012/11/marketing-

101-pyschological-factors-of.html

ii.

http://changingminds.org/explanations/culture/lewis_cultur

e.htm

iii. http://www.crossculture.com/about-us/the-model/

iv. http://www.consumerpsychologist.com/cb_Culture.html

v. http://education-portal.com/academy/lesson/what-is-

subculture-theories-definition-examples.html

d. Your PowerPoint presentation should be at least 8 slides in length (not including

the Title page and Reference page). Ensure that your sources are properly cited

using APA formatted guidelines and include professional graphics. Here is an

example of a successful Reference slide with several web pages and an academic

journal article:

Assignment 1 Parameters:

1. Accurate description and reference of all concepts and theories learned from

course material.

2. Practical examples of concepts that lead to continuing interest in the topic.

3. Synthesis of concepts and theories from other course activities.

4. Well-organized, clearly presented work ( free from excessive spelling and

grammatical errors)

5. Properly cited sources using APA 6 th  edition.

6. Ensure use of the assignment rubric.

 

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