Homework: Consumer Behavior
Part I: Decision Making Process- Consumer needs and wants are what drive marketers to succeed in selling their products or services through a variety of methods. Describe the process from consumer need through purchase behavior. Then, discuss how each of the following items impacts the process of decision-making. For each item, support your discussion with a personal example of purchasing a product or service.
o The type of decision in the decision-making process (i.e., high involvement versus low involvement)
o Motivation and values
o The power of attitudes
o The type of message
o Issues related to purchase and post-purchase activities
o The family and culture
Part II: Cultures and Marketing- Our behavior as consumers is dramatically influenced by our culture. Refer back to the Marketing Pitfalls section 14.6 (Chapter 14).
i. Find a similar example of an unsuccessful market entry by a global product and provide the details in your paper.
ii. Describe the reason why it was a failure as related to consumer behavior, culture, and/or subculture.
iii. Explain how you would more effectively market the global product in that country.
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.