Discussion 3: Consumer Behavior

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Discussion Topic:

Each PART should be 12 paragraphs or several bullet points in length.

PART 1: IDENTIFYING THE CUSTOMER AND PROBLEM

Describe a decision maker in a consumer target segment of your choice: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.

PART 2: FACTORS INFLUENCING CUSTOMER DECISIONS

Provide a brief profile target segment example using at least three of the following categories:

• Geographic characteristics: e.g., location, region, population size or climate.
• Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
• Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
• Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
• B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity

PART 3: REACHING THE CUSTOMER

Based on this profile, identify 2 to 3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.