MKTG 405 Unit 5 – Consumer Decision-Making Process

MKTG 405 Unit 5 – Consumer Decision-Making Process

You have been asked by your organization to conduct research and prepare a paper regarding consumer groups and behavior. Select a particular consumer group that is of interest to you and analyze its demographics, psychographics, attitude, and lifestyle and make recommendations on a marketing campaign for the selected group. Specifically, your paper should:

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• Identify the demographics, psychographics, and lifestyle of the group
• Identify any historical data of the selected group and describe what role that culture or sub-culture plays on the groups consumer behavior
• Identify any group identifiers
• Describe the role of group dynamics and the role that these groups play on consumer behavior of the selected group
• Discuss the groups decision-making process to include:
  • Explaining alternative evaluation
  • Describing what a company/product can do to improve sales
  • Explaining post-purchase dissonance and how it might affect sales
  • Recommending techniques for reversing alternative evaluation and post-purchase dissonance

Present your findings as a 4-5 pages Word document formatted in APA style.

Submit your assignment. This assignment will also be assessed using additional criteria provided here.

Submitting your assignment in APA format means, at a minimum, you will need the following:

1. TITLE PAGE. Remember the Running head: AND TITLE IN ALL CAPITALS
2. ABSTRACT. A summary of your papernot an introduction. Begin writing in third person voice.
3. BODY. The body of your paper begins on the page following the title page and abstract page and must be double-spaced (be careful not to triple- or quadruple-space between paragraphs). The type face should be 12-pt. Times Roman or 12-pt. Courier in regular black type. Do not use color, bold type, or italics except as required for APA level headings and references. The deliverable length of the body of your paper for this assignment is 4-5 pages. In-body academic citations to support your decisions and analysis are required. A variety of academic sources is encouraged.
4. REFERENCE PAGE. References that align with your in-body academic sources are listed on the final page of your paper. The references must be in APA format using appropriate spacing, hang indention, italics, and upper and lower case usage as appropriate for the type of resource used. Remember, the Reference Page is not a bibliography but a further listing of the abbreviated in-body citations used in the paper. Every referenced item must have a corresponding in-body citation