Traditional Model of Consumer Behavior Assignment | Homework for You
Question #1
Consider the traditional model of consumer behavior (see figure below).
1.1 Think of a major purchase you made, and then explain how have the internal factors (noted in the model below, and which were reviewed in the readings) influenced your buying decision process?
Consider now the whole model and explain…
1.2. What use, if any, is this model to marketing managers? 1.3. What changes would you suggest in this model and why?
Question #2
Select one of the products below (you may use the company/product/brand website to find out more about the product you selected):
● World Wildlife Fund (WWF)
● Sensodyne Whitening toothpaste ● monster.com
● Farmers Home Insurance
● Gillette Fusion Proglide
● Gucci Guilty fragrance
● Jeep Renegade
● Olive Garden Restaurant
● Powerade Zero
● Whole Foods
2.1. How could Maslow’s hierarchy of needs model be used to develop a marketing strategy for the product?
2.2. Which consumption motive or motives would you use to develop a promotional campaign for the product you selected? Why?
2.3. Is there a motivational conflict that might arise in purchasing, shopping at, or giving to the product you selected?
2.4. How would you address this motivational conflict?
Question #3
Cereal bars is one of the fastest growing categories of consumer-packaged goods. The cereal bar market is expected to grow by 3.9% and reach a value of $14.35 billion by 2022 according to Mordor Intelligence. The market is becoming increasingly crowded with hundreds of brands available to consumers. Snack bars represent the largest portion of the market with over 80% market share and usually emphasize health and nutrition benefits such as low-calorie or low- sugar. One large food manufacturer sees an opportunity to introduce a new type of cereal bar that is more indulgent and filling than current bars. One that would be satisfying enough to carry consumers all the way to their next meal. While most bars tend to be sweet, the company envisions a line of both savory and savory/sweet bars that could be more a meal replacement than a snack. Select one of the following scenarios and answer the required questions:
Scenario #1:
According to the food Marketing Institute, the average supermarket carries over 38,000 products. Other research suggests that consumers spend only 3-5 seconds selecting a product in the store.
● How should this new product be positioned?
● Discuss specifics here for positioning the product.
● What can the company do to ensure that consumers perceive and pay attention to this new product in the store?
● Describe specific tactics and provide evidence and examples.
Scenario #2:
Research by Yankelovich Inc. suggests that consumers are exposed to 5000 ad messages every day.
● How should this new product be positioned?
● Discuss specifics here for positioning the product.
● What can the company do to ensure that consumers perceive and pay attention to ads of this new product?
● Describe specific tactics and provide evidence and examples.
Question #4
Select one of the following ads and analyze it, addressing the following questions (you can Google the ads if you want to see a bigger version).
4.1. Does the ad focus on the cognitive, affective and/or behavioral component of attitudes? 4.2. What attitude function and advertising appeal does the ad seem to be using?
4.3. Does the ad use the central route or peripheral route to persuasion of the Elaboration Likelihood Model? Is this route appropriate for this product/ad? Why?
Ad #1:
Ad #2:
Ad #3:
Ad #4:
Question #5
Dry salsa is considered one of the next big things in the increasingly crowded snacks market. It is a combination of dried chilies, seeds, nuts and other condiments that consumers can dip into. It is essentially a sauceless salsa that delivers all the flavor of salsa in a crispy crunchy bite.
For an example, see https://www.salacioustable.com/.
Using (a) behavioral learning theories and/or (b) cognitive learning theories, develop strategies to:
1) Introduce the product 2) Encourage trial
3) Build brand loyalty
NOTE:
● It is essential that for each strategy you clearly explain the learning principle/theory that you applied and why you think it will be effective.
● Be sure that with each strategy you include specific tactics, examples and evidence to support your recommendations.
