Reference no: EM131055355
Task
There are many individual factors that can influence the behaviour of consumers (needs, motivations, personality and self-concept, consumer perception, learning and consumer attitudes. You have to choose any known organization (Apple, Nike, Microsoft, Samsung, Toyota e.g.)
Consider the following:
1. Introduction (1000 words)
Introduce the theory of CB (Consumer Behaivour) and more importantly the theory of internal forces! You set the scene for the assignment with the theoretical context. Where you ‘unpack' those theories of consumer needs, motivation, consumer perception, learning, personality and self-concept, consumer attitudes.
You are then to introduce the company and its portfolio of product/service offerings.
2. Consumer behaviour - Internal forces (1700)
This is where you address two theories of internal forces CB needs, motivation, perception, learning, personality and self-concept, attitudes.
Intro the general theory around these concepts and how they are applied to the organisational context in terms of consumer decision making process. You will need to analyse the role of the CDMP (Consumer decision making process) and how the consumer is influenced across this process relative to these forces impact on a customer decision making process when purchasing a product and how an organisation markets to these forces.
3. This section (700 words)
Applying this understanding of internal factors how can the organisation leverage these to IMPROVE/ENHANCE marketing strategies (e.g. relative to the 4 p's, segmentation, and targeting, positioning and other marketing related strategy)
4. Conclusion (100 words)
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