Assignment: Customer Knowledge And The Internet
Select a company and write an analysis of how it uses the Internet to better educate its current and potential customers about its products in order to build greater brand recognition.
Many companies or firms use the Internet to help customers better understand and become more familiar with their products and brands.
Consumer motivation is part of almost all areas of consumer behavior in some way. For example, consumer motivations are exhibited during the need recognition and the evaluation of products stages during consumer decision-making. A family with young children almost certainly experiences different motivation than a retired couple when evaluating vacation options. Similarly, motivation certainly impacts purchasing behavior. Many customers will purchase a product because of the prestige associated with the item, even if they know the purchase may not be the best decision for their overall financial status.
All consumers have ideas about how they picture themselves and how they would like to be viewed by the world. Interjected into those thoughts, consumers include their beliefs about products and how those products may or may not play a role in those images. Consumers may purchase a sporty convertible because of the statement they believe it makes about them. A consumer may wear certain clothing with particular brand names as a way of making a statement about personal taste or economic status. Predicting precisely how consumers' beliefs will manifest in the marketplace, however, is a difficult job. Customers who believe that high-quality products always cost more may actually shy away from a high-quality product that is priced too low.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:
• Competency 2: Analyze consumer behavior.
o Describe a firm that uses the Internet to provide brand recognition and information about its products to customers.
• Competency 3: Assess the managerial application of customer behavior concepts.
o Analyze how a firm uses the Internet to educate customers on its products.
o Describe how the strategies used by the firm may affect customer behavior.
Select a company and analyze how it uses the Internet to better educate its current and potential customers about its products in order to build greater brand recognition.
Complete the following:
• Select a firm that uses the Internet to offer consumers detailed and helpful information on its products.
• Describe the selected firm and its business.
• Locate the firm's Web site. Analyze the Web site and how the firm uses it for brand recognition.
• Explain how the Web site is used to educate customers about the firm's products. Provide examples.
• Describe how the Web site is used to create a lasting, favorable impression of the firm with customers. For example, consider how the firm may use its Web site to increase top-of-mind awareness of its products.
• Describe how the strategies used may affect customer behavior toward the firm's products.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.