Reference no: EM132859299

MKT301 Consumer Behavior - Emirates College of Technology

A. Project Subject:

You are the marketing vice president of a large furniture company. You have two stores: one catering to upper-middle-class consumers and the other to lower-class consumers.

1. How do social class differences influence each store's:
(a) product lines and styles
(b) advertising media selection
(c) payment policies?

2. Describe the type of promotional message that would be most suitable for each of the following personality market segments and give an example of each:
(a) highly dogmatic consumers
(b) inner-directed consumers
(c) consumers with high optimum stimulation levels
(d) consumers with a high need for cognition
(e) consumers who are visualizers versus consumers who are verbalizers.

3. The company's advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote their products.
(a) Discuss the reference group factors that you would consider before the celebrity is hired.

4. Suppose the company want to use subliminal messages?
(a) Suggest two examples
(b) Do they actually work? (answer yes or no then explain)

B. Project Structures:

(a) Title page (create suitable title for the project)
(b) Executive summary
(c) Table of contents (same style attached)
(d) Introduction
(e) Report body (answer the questions above with their parts, don't forget to add title for each and label same symbol beside each).
(f) Conclusion
(g) References

Attachment:- Consumer Behavior.rar