Written Assignment 2 (15 percent of course grade)Topic: Individual Variables and Consumer BehaviorBackgroundIndividual difference variables are those factors unique to the individual that may influence behavior. These variables include:1. personality2. self-concept3. psychographics4. involvement5. motivation6. beliefs and attitudesPersonality can be thought of as those thoughts, feelings, traits, emotions, and characteristics that identify us as individuals. Self-concept, while an elusive concept, essentially describes all of the thoughts and feelings we have about ourselves. Psychographics attempts to understand consumers based on their lifestyle, i.e., how they live, work, and play. Psychographics also examines an individual?s attitudes, opinions, and interests. Level of involvement can have a dramatic impact on consumer behavior. Essentially, this concept deals with the relative importance of a product, service, or decision from the perspective of the individual consumer. As the importance (involvement) increases, consumers tend to be more deliberate and careful in the decision-making process. Motivation is the driver of action.Consumers are motivated to act by internal or external stimuli. Typically, these actions are directed at satisfying unfulfilled needs. There is a very strong linkage or relationship among attitudes, beliefs, and behaviors. An attitude is a predisposition to react to a stimulus in a consistent manner. In other words, if we are favorably disposed to a product, we are likely to react in a positive way to anything related to that product. Marketers are very interested in attitudes and beliefs because they are highly correlated with behavior in the marketplace. Brand loyalty is one indication of a strong positive attitude in a consumer about a particular brand.It is important to note that while these factors deal with individual behavior, marketers attempt to group consumers who share the same profile into segments that are large enough to be targeted.AssignmentChoose a product you frequently purchase. Identify the individual difference variables that influenced your behavior. Based on your knowledge of the behavior of other consumers, Discuss (check midcourse.net for the help you need) the individual difference factors that affected their behavior. How could marketers use information regarding individual differences to form segments? How would understanding the motivating behavior of these segments improve the marketers? ability to develop a marketing strategy?Submission RequirementsYour assignment must be submitted as follows:1. typed, double-spaced, in 12-point Times New Roman or Arial font, with margins no wider than one inch2. between three and five pages in length3. prepared with word processing software (Microsoft Word preferred), in a manner similar to the preparation of a written assignment for classroom submission4. prepared using an acceptable college-level style guide such as APA, MLA, or UMUC?s Guide to Writing and Research; all of these guides can be found in the virtual UMUC library5. presented in such a way that the reader can clearly understand your logic and conclusions.6. posted in your Assignments folder not later than midnight on the due date for this assignment, according to the syllabusGrading RubricThe grading rubric for this essay will be:Requirement PointsIdentification of individual difference variables 20Comparison with another consumer 20Segmentation Discuss (check midcourse.net for the help you need)ion 20Development of marketing strategy 25Summary 10Page count, format, spelling, and grammar 5.
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