Need Help Writing a Paper for Marketing Consumer Behaivor

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MKT 305

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Assignment 2: Who uses personal care products?
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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 (4-5) page paper in which you:

  1. Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal.
  2. Analyze the different cultures this product will appeal to and make recommendations on which three (3) would be the best choice.
  3. Decide which microcultures and additional demographics should be targeted.
  4. Suggest ways to utilize group influence in the marketing of the product.
  5. Create a plan to address need recognition, search behavior, and getting the product into the consumers' consideration set.
  6. 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:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA. 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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Explanation & Answer

Attached.

Running Head: CONSUMER BEHAVIOR ANALYSIS

Consumer Behavior Analysis
Name
Institution
Professor Name

1

CONSUMER BEHAVIOR ANALYSIS

2

Introduction
Analyzing consumer trends is essential in comprehending the current markets concerning
the product and consumer. Examining the behavior of the consumer is based on marketing
approaches utilized in reaching the customer and interprets the potential client into profits to the
business. Thus it is critical for the marketing manager to understand and effectively conduct
client behavior analysis critically. This process thus ensures the successful launch of personal
care products within a given market. Target market proposal of the company will be males of
ages 18-35 with a price point that integrate middle-income brackets.
Message Appeal
Product to be designed focuses on young male consumers of the age bracket 18-35. This
type of consumer creates an insight of the customer being engaged thus playing a critical role in
building a marketing strategy. Young consumers, unlike their older counterparts, are not loyal t o
a particular brand. Creators of skin care products, therefore, have to ensure that they establish
and maintain a certain appeal that resonates with this cohort continually. As such the creation of
a brand that has a prime appeal to the masses and that ensures a feel of luxury to the consumer
provides the recurrent consumer. If the product is created in a favorite brand, this cohort will part
additional money to be part of this brand. As such the brand should capture the essence of
Quality Inspiration status and quality or value. It has to be noted that the same skin care
products can be retailed cheaply if they are unbranded of generic. However, if branded the create
chance to higher price tags due to their labeling and packaging. These features in market ing
focus purely on branding rather than the quality of the product as observed by McDonald (2010).
Thus the appearance of the brand in...


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