Analysis of Internal Influences (Factors) on Consumer Behaviour

This project is for my business as my company is planning to start selling boss hugo perfumes and we need a project on it to get more information about it and want most of the information of this product in Canada.

Section 1: Motivation and Involvement

Using the product Hugo boss perfume to produce a 3–4-page report examining the level of motivation and involvement that a typical customer would display in the purchase of this product.

Consider the following:

Select one level of from Maslow’s Hierarchy of Human Needs that can be used to segment the market and position of boss hugo perfume product. Explain that choices. Justify the application of Maslow’s need hierarchy for segmentation and positioning of this product.

Identify possible motivational conflicts that a prospective consumer of hugo boss perfume product may have. Discuss how the marketer can reduce or resolve these motivational conflicts.

Develop an involvement profile for a typical consumer of this product and discuss any key issues that would be relevant to a marketer and assessing the level of involvement that a prospective customer of this chosen product may have.

Section 2: Personality

Produce a 1–2-page report answering the following questions:

Given your thinking on your product thus far, select two theories or traits from that should prove helpful in targetting, branding, and related strategies. Provide examples of print ads (with URL, in-text citation, scan or attachment) that would appeal to those with similar personalities/traits. Explain that choices.

Using the concept of brand personality, describe a personality for this chosen product.

Section 3: Perception and Positioning

Produce a 2–3-page report answering the following questions:

Draw an attribute-based perceptual map for boss hugo perfume product. Include the main competitive brands and discuss any opportunity for repositioning.

What extrinsic and intrinsic cues would be used in assessing the perceived quality of this chosen product have, and how would you as a marketer use extrinsic cues to improve the perceived quality of this product? Also, comment on the price-quality relationship in general and of this chosen product of perfume.

Comment on the type and degree of perceived risks likely to be associated with this chosen product have.

Section 4: Reinforcing Consumer Learning

(1 page max)

How would you apply the concept of “shaping” (step-wise operant conditioning) to reinforce desired pre-purchase behaviour and attract customers?

Section 5: Consumer Attitude Formation/Change

(1-2 pages)

Explain the strategies you would use to change consumer attitudes towards a particular brand of this chosen product (boss hugo perfume)by:

Changing beliefs about the brand

Changing beliefs about competing brands

Changing the relative evaluation of attributes

Adding an attribute

Do you think the “foot-in-the-door” technique is applicable to this chosen product?

Section 6: Communication and Consumer Behaviour

(1 page maximum)

recommend two advertising media for this product and explain your choices.

For the objective of promoting sales, what type of message structure, presentation style, and appeal would you use? Would you use a comparative message?

Compétences : Étude de marché , Recherche, Analyse des Affaires, Marketing, Rédaction de Rapport

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Concernant l'employeur :
( 0 commentaires ) Courtenay, Canada

Nº du projet : #20923339

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