MKT 625

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Consumer Behavior Issues:
Write a 10 page paper, excluding the title and Reference pages.  Utilize six to eight scholarly sources in addition to the course text.

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The Zobisch Group was the first to introduce a digital pocket watch that integrated the functions of an MP3 player, smartphone, and tablet. Consumers ignored this invention for a couple of years. Then, virtually overnight, the digital pocket watch became the latest “must have” technological gadget even though the Zobisch Group did nothing to influence consumer attitudes and buyer behavior. While the organization is delighted it’s invention is the latest fad, it also realizes fads come and go quickly. The newest “must have” digital gadget will soon replace the current digital pocket watch.

What should the Zobisch Group do to communicate with and influence consumers in order to extend its product’s shelf life?
In your paper, describe specific plans of action the Zobisch Group can set in place to positively influence consumer behavior and thus, prolong the life of their product. Include each of the following consumer behavior aspects in your paper:

  1. Influence of social media, especially blogging (Blogging, YouTube, etc.)
  2. Targeting and segmentation (culture, subculture, and social class and status?)
  3. Consumer motivation and perception
  4. Consumer’s decision making process
  5. Personality
  6. Product life cycle
  7. Diffusion of innovation

Course Text: Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson.

 
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