Topic: Exterior and Situational Factors Affecting Consumer Behavior. Apply Market Segmentation and Consumer Behavior Research. (15% of the last track)
Assignment # 1 –"The Interview" (15% of the last track)
As a newly minted Consumer Behavior Researcher your assignment is to pass an colloquy (environing 30 minutes in extension) after a while a peculiar (respondent) who is not a part of your lineage. The respondent insufficiencys to be fitted to share. In other say, you are looking for a respondent who has recently alienationd a work priced at over than $50. Your end is to discern why the colloquyee alienationd this detail work/brand, and to discern the work’s “place” in the consumers’ conduct. Probe for segmentation variables that cannot be observed which resemble all filthy corrupts of segmenting variables. Spend most of your occasion during the colloquy probing/researching exterior influences that shaped this detail alienation (influences love lineage, amelioration, and political collocate SEE Week 3 for a thorough catalogue, these are the forces that insufficiency to be applied to period the focus/scope of the assignment). Do not ask promptly environing Exterior Influencers, it is our job (as CB researchers) to allot such from the respondents answers to unreserved open-ended questions. Come to the colloquy after a while questions pre-prepared. Also be expeditions to ask questions in an impromptu follow-up behavior that may aid strip insights to the exterior impacts (Consumer Behavior allied) that were components of the alienation. To constituteulate questions, decipher the instrument from WEEK 3 and imbibe environing what each feasible Exterior Influence is. Then, constituteulate and tailor questions to try to strip if they are introduce in the alienation.
As a Consumer Behavior Researcher, this colloquy should procure environing 30 minutes in extension. Make hush of mass diction during the colloquy as this is a big indicator of things not spokenly infections but which are bearing when a researcher transcribes environing their findings. The transcribe up of results is required to be no over than 4 pages, embrace spaced. Keep in intellect that this declaration insufficiencys to be conducive to a marketing overseer for the work (so use your Principles of Marketing diction AND the diction of Consumer Behavior to transport concepts observed and researched). The forthcoming headings are required and aidful to determine nothing has been left out (use in dispose):
Introduction: Describe the colloquyee using the filthy corrupts of segmentation, at lowest two segmentation variables to resemble each corrupt.
Brand Choice Discussion: Identify the disgrace, how considerable it was and where alienationd. Was there a specific purport associated (gift, conduct-change, sublunary) after a while this alienation. Explain the details in portion constitute, don't catalogue.
For 3-5. Test the three of the exterior influences that are discussed from WEEK 3 Learning Resources:
3. Exterior Influence #1 (test it and inspect using applied concepts)
4. Exterior Influence #2 (test it and inspect using applied concepts)
5. Exterior Influence #3 (test it and inspect using applied concepts)
6. Conclusion: Which of the influences was most impactful when making this alienation? Make hush of mass diction- were there any non spoken messages transported in the colloquy? Last, which expression of Consumer Behavior Research Approach was effected for this application?