Utilizing the REQUIRED text:
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson.
Consumer Behavior Issues
Write a 10-to 12-page paper, excluding the title and Reference pages. Format your paper according to APA style as outlined in the Ashford Writing Center and utilize six to eight scholarly sources from the Ashford University Library in addition to the course text.
The Zobisch Group was the first to introduce a digital pocket watch that integrated the functions of an MP3 player, smartphone, and tablet. Consumers ignored this invention for a couple of years. Then, virtually overnight, the digital pocket watch became the latest "must have" technological gadget even though the Zobisch Group did nothing to influence consumer attitudes and buyer behavior. While the organization is delighted it's invention is the latest fad, it also realizes fads come and go quickly. The newest "must have" digital gadget will soon replace the current digital pocket watch.
What should the Zobisch Group do to communicate with and influence consumers in order to extend its product’s shelf life?
In your paper, describe specific plans of action the Zobisch Group can set in place to positively influence consumer behavior and thus, prolong the life of their product. Include each of the following consumer behavior aspects in your paper:
Influence of social media, especially blogging (Blogging, YouTube, etc.)
Targeting and segmentation (culture, subculture, and social class and status?)
Consumer motivation and perception
Consumer's decision making process
Product life cycle
Diffusion of innovation
Writing the Final Paper
The Final Paper:
Must be 10 to 12 double-spaced pages in length and formatted according to APA style as outlined in the approved APA style guide.
Must include a cover page that includes:
Title of paper
Course name and number
Must begin with an introductory paragraph that has a succinct thesis statement.
Must address the topic of the paper with critical thought.
Must end with a conclusion that reaffirms your thesis.
Must use at least six to eight scholarly resources from the Ashford University Library, in addition to the text.
Must document all sources in APA style, as outlined in the Ashford Writing Center.
Must include, on the final page, a Reference Page that is formatted according to APA style as outlined in the approved APA style guide.