BB Project Guidelines (Part Two)
- 1. Buyer Behavior MKTG 1052 PROJECT GUIDELINES (Part Two) 1 BB Guidelines (Part One) copyright of BBAdvisor
- 2. Continuing from Part One.. • The next requirement as shown in the project brief reads as follows: – Select one target segment profiled in question 3 from your chosen product that is considered a primary segment. Investigate and discuss how the following influences impact upon this identified segment and product/brand. • This requirement covers parts 4 and 5 of the report: the external and internal influences affecting consumer buying behaviours BB Guidelines (Part One) 2 copyright of BBAdvisor
- 3. External Influences Instruction (as per Interpretation/ what needs to be guidelines) done: Culture and subculture: examine how values of 4.1 Culture and the local society could impact on the Subculture: Are the consumption of the brand. If this is a foreign values upheld in the brand, how will foreign cultural values match those of the local culture- are there society consistent with differences? the consumption of the Research specifically on the specific values product? Does the that are closely related the purchase and product appeal to a consumption of the product. specific adopter Adopter category means the target segment- category? so what it the profile of the key market segment that the product is positioned at? If it is an innovative product, then study the theory of adoption and the types of adopters. 3 BB Guidelines (Part One) copyright of BBAdvisor
- 4. External Influences Instruction (as per Interpretation/ what needs to be guidelines) done: 4.2 Demographics: Is there an influence of Link the specific demographic variables age, gender, that determine the profile of the target socioeconomic customers. Do not show long lists of demographic factors but instead narrow influences upon down to the key ones only. consumption? It is important that you show evidence of some correlation between the selected demographic variables and the propensity among target customers to buy and use the product 4 BB Guidelines (Part One) copyright of BBAdvisor
- 5. External Influences Instruction (as per Interpretation/ what needs to be guidelines) done: 4.3 Group influence: Is there a reference group Research is from Chapter 14 of the text. influence element on this To what extent is the product itself product category? susceptible to group influence? Is it one that requires peer group influence? Observability? Communicability? Status symbol? Explain how this is so. Discuss some of the processes like communication and opinion leadership in explaining how the group influences the diffusion and adoption of the product among its ‘members’ 5 BB Guidelines (Part One) copyright of BBAdvisor
- 6. Internal Influences Instruction (as per Interpretation/ what needs to be guidelines) done: 5.1 Needs and Motives: How readily is the Research is from Chapter 10 of the text. product positioned to satisfy different needs or Use Maslow as the framework BUT don’t motives? What needs write about all the needs- not required. are being met? (e.g Maslow’s Hierarchy of You need to explain clearly how the Needs) specific type of need/s are matched to the consumption of the product. From the marketing point of view, examine how the design and promotion of the product is well/poorly positioned to meet the specific category of needs 6 BB Guidelines (Part One) copyright of BBAdvisor
- 7. Internal Influences Instruction (as per Interpretation/ what needs to be guidelines) done: 5.2 Perception: What are Research is from Chapter 8 of the text. the strategic implications of the process of You can use a number of concepts: perception for marketers? -Selective perception -JND -Gestalt This section requires you to show how perception is relevant to the marketing of the product. How does perception theory relevant to areas of marketing such as brand image and positioning, perception of price and quality, store image or the perception of advertising. You can select the relevant area and apply accordingly. 7 BB Guidelines (Part One) copyright of BBAdvisor
- 8. Internal Influences Instruction (as per Interpretation/ what needs to be guidelines) done: 5.3 Learning: Given the profile of each segment, Research if from Chapter 9 of the text. which application of We want to know WHICH learning theory is learning theories would relevant- don’t write long discussions of all be most relevant to use the theories! in promotion? eg; Based on the nature of the product (high or reasoning versus low involvement) we can then deduce the operant conditioning? type and complexity of consumer learning. Will it be more conditioning or more of cognitive learning and justify WHY this is so. Give examples of how marketing and promotions can condition consumer learning. Also discuss how brand loyalty can develop based on learning and reinforcement. 8 BB Guidelines (Part One) copyright of BBAdvisor
- 9. 3. Identification of Target Markets: Instruction (as per Interpretation/ what needs to be guidelines) done: 5.4 Lifestyle- Does the product appeal to a Research is from Chapter 12 of the text. particular lifestyle? Is the Consider the impact of psychographics on product appropriate for buying behavior. Understand what is one or more lifestyles? VALS. What kinds of lifestyle characteristics might determine the likely target customer profile? Show some examples and evidences of how the product specifically appeals to the given consumer lifestyle that you have profile based on VALS. 9 BB Guidelines (Part One) copyright of BBAdvisor