MKT305 Analysis of The Consumer Behavior Questions
ANSWER
Title: Consumer Behavior Analysis for New Personal Care Product Line
Introduction: In this assignment, we will analyze consumer behavior to make informed marketing decisions for the launch of a new line of personal care products targeting males aged 18 to 35 years old in the U.S. market. We will focus on message appeal, cultural considerations, microcultures, group influence, and strategies for need recognition, search behavior, and product consideration.
- Message Appeal: For this target market, we propose the use of an emotional message appeal. The rationale behind this choice is that personal care products often evoke emotions related to self-confidence, attractiveness, and well-being. By appealing to the emotions of our target audience, we can create a deeper connection with them and make our products more relatable. This appeal can be conveyed through advertisements that highlight how our products can boost self-esteem and enhance the overall lifestyle of young males.
- Cultural Considerations: To determine which cultures this product will appeal to, we need to consider the diverse cultural landscape of the U.S. market. The three cultures that are likely to resonate the most with our target audience are:
a) American Culture: The primary culture we will appeal to is the mainstream American culture. This includes a diverse group of individuals who share common values of individualism, self-expression, and personal grooming. Our products can align with the American dream of self-improvement and success.
b) Subculture of Fitness Enthusiasts: Many young males within the 18-35 age group are part of a subculture that values fitness and an active lifestyle. Our products can cater to this subculture by emphasizing their role in personal grooming routines after workouts and promoting a healthy appearance.
c) Hip-Hop Culture: Hip-hop culture is influential among young males, and grooming and fashion are integral components of this culture. We can create marketing campaigns that resonate with the style and self-expression associated with hip-hop.
- Microcultures and Additional Demographics: In addition to cultural considerations, we should target microcultures and specific demographics within the 18-35 age group:
a) Tech-Savvy Millennials: Millennials are a significant portion of our target market. We should leverage digital platforms and social media, as tech-savvy individuals often rely on online recommendations and reviews when making purchase decisions.
b) College Students: College students represent a subset of our target audience. Special promotions or partnerships with college campuses can be effective in reaching this demographic.
c) Career-Starters: Young adults who have just started their careers may prioritize grooming and personal care to make a positive impression in their professional lives. Tailoring marketing messages to this group can be advantageous.
- Group Influence: Group influence plays a crucial role in the marketing of personal care products. To utilize group influence effectively:
a) Influencer Marketing: Collaborate with social media influencers who align with our target audience. These influencers can demonstrate product use and share personal experiences, creating trust among their followers.
b) Peer Recommendations: Encourage customers to share their product experiences on social media and offer referral incentives to customers who bring in new customers.
- Addressing Need Recognition, Search Behavior, and Consideration: To address these stages of the consumer decision-making process:
a) Need Recognition: Create awareness through engaging advertising campaigns that highlight common personal care problems faced by young males, such as acne, grooming issues, or confidence struggles. Position our products as solutions to these problems.
b) Search Behavior: Optimize online presence, provide informative content, and ensure our products are easily discoverable through search engines and e-commerce platforms. Use SEO and SEM strategies to attract potential customers actively searching for personal care solutions.
c) Consideration Set: Offer trial-sized or sample products to encourage consumers to try our products before committing to full-sized purchases. Provide a seamless online shopping experience with detailed product information, reviews, and ratings to facilitate decision-making.
Conclusion: Understanding consumer behavior is essential for the successful launch of a new line of personal care products. By selecting an emotional message appeal, considering cultural aspects, targeting microcultures and demographics, leveraging group influence, and addressing the decision-making process, we can create an effective marketing strategy to capture the attention and loyalty of our target audience.
QUESTION
Description
Assignment 2: Who uses personal care products?
Due Week 9 and worth 300 points
For this assignment, you work for the marketing manager of an organization that is going to launch a new line of personal care products in the U.S. market. The proposed target market will be males, between 18 and 35 years old, and price points will cover income ranges from lower to mid-level. Distribution is planned to take place in drugstores, grocery stores, and stores such as Wal-Mart and Target, with the primary retailer carrying the full product line being drugstores. You have been tasked with a consumer behavior analysis to help make marketing decisions.
Write a four to five page paper in which you:
Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal.
Analyze the different cultures this product will appeal to and make recommendations on which three (3) would be the best choice.
Decide which microcultures and additional demographics should be targeted.
Suggest ways to utilize group influence in the marketing of the product.
Create a plan to address need recognition, search behavior, and getting the product into the consumers’ consideration set.
Use at least two (2) quality references. Note: Wikipedia and other Websites do not quality as academic resources.
- Your assignment must follow these formatting requirements:
- This course requires use of new Strayer Writing Standards (SWS). The format is different than other Strayer University courses. Please take a moment to review the SWS documentation for details.
- Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow SWS. Check with your professor for any additional instructions.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.
- The specific course learning outcomes associated with this assignment are:
- Analyze the internal influences that affect consumer behavior.
Analyze the external influences that affect consumer behavior.
Assess the consumer decision-making process.
- Use technology and information resources to research issues in consumer behavior.
Write clearly and concisely about consumer behavior using proper writing mechanics.
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