Consumer behavior on Amazon Assignment
Order ID: 89JHGSJE83839 Style: APA/MLA/Harvard/Chicago Pages: 5-10 Instructions:
Consumer behavior on Amazon Assignment
Description
Introduction of the brand (AMAZON)
Short description of the industry, the main companies, the size of the industry, the relative market shares of the important companies.
The target markets your team wants to describe and analyze. Please describe using the important segmentation bases. Using the Wheel of Consumer Analysis model describe your segment/s environment, attitudes, cognitions, and behaviors. What are consumers’ attitudes towards brands in the category? Do strong subjective norms exist? What kind of brand loyalty?
Describe the Consumer Decision Making Model: Apply this model to the consumers you are analyzing: How does problem recognition occur for your product? What alternatives are considered, what are the evaluation criteria? And purchase.
Identify if any values have an influence on consumption, any lifestyle that is important for your segment?
In the next few sections you can describe your consumers using four or five issues from the list below:
1. Give descriptions of types of knowledge your consumers may have
2. Describe the knowledge and involvement consumers have about your product? Is symbolic meaning important for your product? What types of means-end chains might they have?
3. Describe the interpretation processes consumer might have about your product? Is exposure likely to be accidental or intentional? Is comprehension likely to be shallow or deep?
4. What beliefs exist about important brands and products attributes? What are the salient attributes?
5. What about consideration sets? Which brands might be included?
6. Are there any examples of heuristics consumers in your target segment use, describe a few.
7. Describe the internal/external search process? What sources of information are used? When? For what purpose? How do these inputs affect consumers?
8. Is there role specialization in the buying process?
Finally describe influence of the elements of the social environment that have a role to play on your consumer segment. You could use the Flows of influence model to explore the influence of culture, subculture, social class and other elements like family and media on attitudes, cognitions, awareness, and ultimately consumption of your product.
Conclude with your recommendations for the product or brand you are analyzing. What should managers do to increase consumption and purchase of the product/brand? How to increase loyalty, how to impact affect and cognition?
Consumer behavior on Amazon Assignment
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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Consumer behavior on Amazon Assignment