Essay Instructions: Section 4: Signature assignment
The buyer’s behavior is influenced by four major factors: cultural (culture, subculture, and social class), social (reference groups, family, and roles and statuses), personal (age and life cycle state, occupation, economic circumstances, lifestyle, and personality and self-concept), and psychological (motivation, perception, learning, and beliefs and attitudes). All of these provide clues as to how organizations may reach and serve buyers more effectively.
Assignment Paper- Topical evaluation: Consumer behavior
Recommend a Market Strategy:
Building upon what you have learned in this course, write a scholarly paper arguing for domestic and/or global marketing strategies that address trends in consumer buying behavior.
The paper must include:
• Cite a minimum of six scholarly peer reviewed studies published within the past five years. For each of the studies in the literature review succinctly address/answer (maximum of one paragraph/half page) the following:
What is the study methodology? (Timeline, quantitative, qualitative, case study, etc.)
What is the data collection instrument? (Interviews, surveys, data analysis, observation, comparative test, etc.)
What are the organizational and individual demographics of the study participants? (What part of the world, type of organization, participant positions, age, gender, etc.)
What were the study findings?
Critically analyze the study in relation to limitations, whether the study appeared theoretically grounded, etc.
• Following the Literature Review, provide a Discussion section that includes:
Synthesize the findings in your own words to help the reader interpret the findings.
Use analogies and experiences as needed to discuss and analyze the study findings.
Explain the relevance of these findings to your argument.
• Provide recommendations on how organizations may address demographic influences impact marketing strategies and the study of consumer behavior.
Submit your document in the Course Work area below the Activity screen.
Learning Outcomes: 1, 2, 3, 4, 5, 6, 7
Assignment Outcomes
Evaluate the role of consumers as individuals.
Evaluate the role of consumers as organizations.
Measure internal and external factors of consumer behavior and their impact on marketing management.
Evaluate recent trends in social, cultural, technological, legal, and ethical factors in consumer behavior and marketing.
Evaluate secondary and primary sources of information through consumer research methods and practices.
Assess information on market segmentation and opportunities in the development of global marketing strategies.
Assess marketing regulations and ethical issues related to consumer privacy, Internet marketing, viral marketing, and integrated marketing.
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