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Consumer Behavior - Assignment: Research Paper

Instructor: Karen Schweitzer
If you have a Study.com College Accelerator membership and are seeking college credit for this course, you must submit an essay and pass the proctored final exam. You must submit your essay before registering for the final. Below you will find prompts and instructions for submitting your essay.

About this Assignment

Understanding consumer behavior is essential for all businesses regardless of their size or industry. In this course you learned how consumer behavior forms the foundation for a wide range of activities in business from product and service development, to marketing and sales, and customer service. Businesses need to understand how consumers make decisions, develop perceptions of companies, evaluate prices, and companies. You also learned how the study of consumer behavior integrates concepts from various disciplines including research, psychology, and economics. In this assignment you will apply what you have learned by analyzing a consumer product or service in a 2500-3000 word paper.

Scenario

In this analysis you should identify a consumer product or service that is commonly marketed to some segment of the general public. As the starting point in your analysis you should identify the primary target consumer for what you have selected. With that target in mind, research the product or service and analyze it from the perspective of consumer behavior. In your paper address all of the following:

  • Explain the most relevant primary decision-making forces that influence buyers for the selected product or service
  • Analyze the decision-making and buying process for the specific product or service
  • Identify the relevant microeconomic factors affecting consumer behaviors for the product or service
  • Explain the influence of heuristics and experiential consumption on consumers of the product or service
  • Connect the key consumer behavior theories that marketers are leveraging to sell the product or service, and
  • Evaluate the most appropriate methods for developing consumer behavior information for the particular product or service

Formatting & Sources

Please write your paper in the APA format. As part of your research, you may refer to the course material for supporting evidence, but you must also use at least three credible, outside sources and cite them using APA format as well. Please include a mix of both primary and secondary sources, with at least one source from a scholarly peer-reviewed journal. If you use any Study.com lessons as sources, please also cite them in APA (including the lesson title and instructor's name).

  • Primary sources are first-hand accounts such as interviews, advertisements, speeches, company documents, statements, and press releases published by the company in question.
  • Secondary sources come from peer-reviewed scholarly journals, such as the Journal of Management. You may use like JSTOR, Google Scholar, and Social Science Research Network to find articles from these journals. Secondary sources may also come from reputable websites with .gov, .edu, or .org in the domain. (Wikipedia is not a reputable source, though the sources listed in Wikipedia articles may be acceptable.)

If you're unsure about how to use APA format for your paper and sources, please see the following lessons:

Grading Rubric

Your paper will be graded based on the following rubric:

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