week 2 questions

Oct 11th, 2013
Anonymous
Category:
Accounting
Price: $15 USD

Question description

Utilizing the REQUIRED text:

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior
(10th ed.). Upper Saddle River, NJ: Pearson.
 

1. Perception  

     Think of a time where you made a purchase based on your positive
     perception of a product or service only to discover your experience of the
     actual product or service was much different.

    1.  
    2. What was your perception based upon?
    3.  
    4. Was your initial perception based on advertising,
            friends, brand recognition, or something else?
    5.  
    6. What motivated you to make the purchase?
    7.  
    8. Incorporate into your response your understanding of
            perceptual organization, perceptual interpretation, packaging, perceptual
            mapping, perceived risk, perceived price and quality, and product
            positioning or positioning of services. 
       

 

2. Motivation and Personality   

     Consumer behavior is at least in part a result of personality. Individual
     personalities differ widely from one individual to another, and arguably
     no two personalities are exactly the same.  

    1.  
    2. How then can marketers use personality to identify
            distinct and sizable market segments and target markets?

    3.  
    4. Given the perspectives on personality that are covered
            in the text (Freudian, Neo-Freudian, and Trait Theory), which do you
            think most comprehensively describes you and why?

    5.  
    6. Consider your own personality traits. How do they
            contribute to your decision making process and purchasing decisions?



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