Apply your knowledge of the consumer decision-making process and the influences that affect consumer behavior in the context of a parent making trying to decide whether to purchase a cell phone for a child, and in the context of a cell phone company attempting to influence that decision.

Develop marketing strategies using each step of the consumer behavior decision-making process through close analysis of consumers reference groups and opinion leaders, as well as the personal factors that influence their buying behavior.

LEARNING OBJECTIVES

• Describe the stages in the consumer purchase decision process.
• Describe how the consumer purchase process begins.
• Describe factors that affect information search.
• Describe how consumers evaluate alternatives when making a purchase.
• Describe the activities that firms can undertake to facilitate purchase.
• Understand the different outcomes for consumers after they make a purchase (satisfaction, dissonance, loyalty)
• Explain the influences on consumer behavior.
• Identify the major psychological influences on consumer behavior.
• Describe how situational and personal influences impact consumer behavior.
• Identify the major sociocultural influences on consumer behavior.

Assignment:

Think about and answer the following questions with a 250+ word response (total).

1. When considering the desire for a cell phone and the type of cell phone, what are the reference groups and who are the opinion leaders that influence a 10-year-old?
2. Describe THREE external influences and how they influence a 10-year-old.
3. Explain the potential influence each factor may have on parents decision. How might parents be influenced by personal factors.
   • personality
   • lifestyles
   • values
4. What are four ways AT&T, a wireless phone company, could incorporate the personal influences on consumer behavior when designing their marketing and advertising strategy?