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.)
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