Chapter 2: Consumer Behavior Assignment
Name: ____________________ Due Date: __March 9, 2015______
You must hand in a hard copy for this assignment. No report covers. One staple in the top left corner.
Research: Choose a company of interest to you. It should be a company that is large enough to have an informative
website. Look around the web site and explore the different aspects to the site. You may also want to do additional
research about the company online through other legitimate sources. Basically, at this stage you are trying to get a
firm understanding of the company, its target market and the marketing strategies (4 P’s) it uses. You may make
rough notes on this.
A consumer profile for what you believe/have researched to be the company’s target market.
a.
Specifically, create a detailed outline of the target market using the 4 profile categories studied in
class (see notes from class).
b. To achieve Level 4 status you must thoroughly explore all aspects of each profile category, being as
descriptive as possible based on what you can research, and what you may know about the company.
c. Consider all aspects of a customer profile that may be relevant to a marketer. **Please feel free
to use the template attached to organize your information.
d. THE BEST PROFILES ARE HIGHLY DETAILED. PROVIDE AS MUCH INFORMATION ABOUT THE
CONSUMER AS POSSIBLE IN THE CORRECT CATEGORY.
Marking Scheme:
Level 1
Level 2
Level 3
Level 4
Mark
Limited
Some
Considerable
A high
degree of
/10
Limited
Some
Considerable
A high
degree of
/10
Application
Student transfers ‘consumer
profile’ concept and
terminology to a real business
setting with _________
effectiveness.
All aspects of a consumer
profile are considered with
__________ effectiveness.
Communication
Student uses examples and
descriptions to describe their
consumer with ____________
detail
Student give ____________
attention to detail including
spelling, grammar, layout
and format
Template
Consumer Name:
Profile Category
Demographics
Age (use names from our note
to describe the group it targets)
Gender
Income Level/Social Class
Family Life Cycle
Culture (description)
Ethnicity/Subculture
(description)
Psychographics
Lifestyle/Occupation
Values
Personality Traits
Geographics
Behavioural
Characteristics
Motivations for
purchasing
Where does the target market
live? Work? Shop?
Features Desired in the product
(i.e. what is the target market
looking for in terms of product
features? Basic? Advances?) BE
SPECIFIC
Usage Rate – how much doe the
target market use this product?
(heavy user, moderate user,
light user?)
Brand Loyalty (very, somewhat,
not very)
Social Factors (Groups, Peer
Pressure, Celebrity
Endorsements, Family Influence)
Psychological Factors/Emotional
reasons (Motivation/Maslow,
Learning, Perception, Attitudes
or Beliefs)
Description