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Internal Code: TV311
Customer Behavior Report Writing Assignment:
Task:
Task
There are many individual factors that can influence the behaviour of consumers (needs, motivations, personality, consumer perception, learning, involvement and consumer attitudes.
1. You are required to identify at least two individual influences that are relevant to the consumers of your firm or the firm you intend to work for (choose one product/service if more than one is offered by your firm) and analyse, specific to your firm, how these individual influences (e.g. needs, attitudes, personality) impact on the consumer purchase decision process.
2. Show how these two individual influences should be considered along with consumer decision making and experiences as discussed in chapter 10 or 11.
3. Drawing on the theories in chapters 5-11, discuss how marketers (in your organisation) can apply this critical understanding of individual influences on either consumer decision making or to help implement social change or on the acceptance of new innovation, to improve/enhance your firm’s marketing strategies (4 Ps or 7 Ps, targeting, market segmentation, etc.).
Provide at least two sets of conceptual/theoretical evidence and relevant examples comparing and contrasting your firm and another in the marketplace to support your discussion of each question (1-3).
The company that is apple, the product that is iPad and the consumers which are university students will remain the same.
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