03 Jun WHAT IMPACT DOES CULTURE HAVE ON THEIR CONSUMER BEHAVIOR?
Analyze a consumer or business product or service. To what segment(s) of consumers/businesses do you think it is targeted?
Discuss the positioning of the product or service relative to competitors.
How successful or unsuccessful has this positioning been?
Would you suggest an alternative positioning or a repositioning? Why or why not?
Identify any niches that might lend themselves to new products or services in the same category.
Write a “biography” about a product or service icon. Trace the icon’s origin, and track its image over time. Has it been modified to more accurately reflect social conditions?
How fervent is consumer loyalty to the icon—has the marketer ever encountered consumer resistance after trying to modify or eliminate the icon?
What information do they look for, and how do they appear to be integrating this information to arrive at a purchase decision?
How influential are the price, advertising, promotions, coupons and personal preference?
Briefly describe each shopper.
Compare and contrast the different shoppers.
Assess current marketing efforts toward a specific ethnic group.
What marketing potential does this group of consumers offer? Are these consumers really all that different from other consumers
What impact does culture have on their consumer behavior?
What types of products are specifically targeted to this group?
How are these consumers most effectively reached?
What are the messages being communicated?
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