Paper Homework
The objective of this project is to deepen students' understanding of the utility of the consumer behavior concepts discussed in class and to sharpen your appreciation of the difficulties encountered when trying to apply those concepts in a real business context. The paper itself represents an important component of any marketing planning effort. The paper requires each student to develop a well-detailed and supported profile of consumers of some product or service to be selected by the student. This homework accounts for 20% of the final grade. In order to understand consumers, it is necessary:
o To describe them in terms of demographics and lifestyles, and identify a useful basis (or bases) for segmenting the market
o To highlight those factors that affect consumer's perception of the product consumption
o To understand the impact of learning and memory on consumer behavior
o To determine how consumers attitudes form and change (persuasive actions by the company)
o To explicate the nature of the typical purchase decision process for the product category
Format your homework according to the following formatting requirements:
o The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
o The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
o Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.