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Table 12.2 12.2.xlsx

Table 12.5 12.5.jpg

TABLE 12.3 Traditional Characteristics of the Hispanic American Market

Prefer well-known or familiar brands

Buy brands perceived to be more prestigious

Are fashion conscious

Historically prefer to shop at smaller personal stores

Buy brands advertised by their ethnic-group stores

Tend not to be impulse buyers (i.e., are deliberate)

Increasingly clipping and using cents-off coupons

Likely to buy what their parents bought

Prefer fresh to frozen or prepared items

Tend to be negative about marketing practices and government intervention in business

Table 12.4

TABLE 12.4 Ways in Which “Hispanic” Has Been Defined

NAME OF INDICATOR

NATURE/SCOPE AND COMMENTARY

Spanish surname

Not definitive; since a non-Hispanic person might have a Spanish surname, or a Hispanic person might have a non-Spanish surname.

Country of origin

The birthplace of persons born in the United States of Hispanic parents (e.g., of Puerto Rican parentage) would not reveal their Hispanic background.

Country of family ancestry

Includes those individuals who may not be Hispanic despite coming from a particular Spanish/Latin country (e.g., people of German parentage who may be brought up in a Latin country).

Spanish spoken at home

A significant minority of Hispanic households may speak English at home, yet consider themselves to be culturally Hispanic.

Self-identification

It is reasonable that if an adequate number of self-report choices are offered, a person might identify himself or herself as “Hispanic.”

Degree of identification

This measure captures the “degree” of personal identification as “Hispanic” and augments the self-identification measure.

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Rank Market Area Population % of Total 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 LA New York Mami Houston Chicago Dallas Fort Worth San Fransico Phoenix San Antonio, Texas McAllen, Texas San Diego Fresno-Visilia, Calif Sacramento El Paso, Texas Denver Albuquerque, N.M Washington Philadelphia Atlanta Las Vegas Orlando, FL Tampa, FL Austin, Texas Boston Tucson, Ariz (Nogalez) 8,507,000 4,434,700 2,152,300 2,064,300 1,972,700 1,757,500 1,712,300 1,378,200 1,259,400 1,153,200 998,200 982,300 886,100 917,200 791,000 767,600 688,600 626,500 623,500 532,500 529,600 521,200 496,600 465,100 442,500 48.1 21.1 49.2 34.5 20.3 25.9 23.7 27.4 54.6 96.5 33.1 51.3 23.4 85.9 20.8 45 11.1 7.9 10.1 28.5 14.8 12 29.6 7.3 38.3 Unit 7 [MT459: Consumer Behavior] Unit 7 Assignment Review Tables 12.2 Top 25 U.S. Hispanic Markets, 12.3 Traditional Characteristics of the Hispanic American Market, 12.4, Ways in Which “Hispanic” Has Been Defined, and 12.5 Demographic Characteristics of U. S. Hispanic Ethnicity Types, all found in Chapter 12 of your text. After reviewing each of the tables define at least one specific point in each of the tables and explain why you believe it is important and how it supports your other selections from the other tables. Provide a 2–3 page APA paper that utilizes your selections and why they all work together as we determine the face of consumer. As with all material you submit to the Instructor, check for correct spelling, grammar, punctuation, mechanics, and usage. Please refer to the Online Communications Guidelines for Paper Submission Standards. Assignment Checklist: 1. Recognize how consumers learn and assimilate information 2. Express how to measure consumer learning and the impact of the data 3. Discuss trends on potential impact of brands and consumers 4. Paper should be 2 to 3 pages 5. Paper should be in APA format and citation style 6. Review the grading rubric (below) before starting this assignment Directions for Submitting your Assignment Compose your Assignment in a Microsoft Word document and save it as Username MT459 Assignment-Unit7.doc (Example: TAllen- MT459 Assignment Unit 7.doc). Submit your file by selecting the Unit 7: Assignment Dropbox by the end of Unit 7. Unit 7 [MT459: Consumer Behavior] Unit 7 Assignment Grading Rubric = 30 Points Criteria Maximum Percent Maximum Points Content Assignment answer provides correct and complete information: 50% 1. Recognize how consumers learn and assimilate information. 2. Express how to measure consumer learning and the impact of the data 3. Discuss trends on potential impact of brands and consumers. 15 Analysis and Critical Thinking Answer demonstrates critical thinking:  Provides a synopsis of situation  Analyzes key issues  Defines the problem  Presents alternative solutions  Selects a solution  Implements solution  Makes recommendations 30% 9 Writing Style and Grammar 10% 3 APA Format and citation style 10% 3 TOTAL 100% 30
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