MKT 305 WEEK 8 ASSIGNMENT 2 CONSUMER BEHAVIOR ANALYSIS
For this assignment, you work for the marketing manager of an organization that is going to launch a new
line of personal care products in the U.S. market. The proposed target market will be males, between 18
and 35 years old, and price points will cover income ranges from lower to mid-level. Distribution is
planned to take place in drug, grocery stores, and stores such as Wal-Mart and Target, with the primary
retailer carrying the full product line being drug stores. You have been tasked with a consumer behavior
analysis to help make marketing decisions.
Write a six to eight (6-8) page paper in which you:
1. Propose a type of message appeal to be used in the advertising, making sure to explain the
rationale behind the appeal.
2. Analyze the different cultures this product will appeal to and make recommendations on which
three (3) would be the best choice.
3. Decide which microcultures and additional demographics should be targeted.
4. Suggest ways to utilize group influence in the marketing of the product.
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