MS Assignment 1 consumer_behavior.docx - MARKETSHARE...

  • No School
  • AA 1
  • 3

This preview shows page 1 - 2 out of 3 pages.

A SSIGNMENT 1: U NDERSTANDING CONSUMER B EHAVIOR To: Marketing Assistant Trainees From: Porter Gamble, Vice President of Marketing RE: Understanding the OTC Cold Remedy Customer Now that you understand the importance of market research to the success of Allstar Brands, you must learn as much as you can about the customers in our target market. Target markets are defined as the consumers where Allstar Brands will focus its marketing efforts. For your next assignment, you will need to find and interview a consumer who purchases and uses over- the-counter (OTC) cold remedies. We need to better understand how consumers in this market decide to buy an OTC cold remedy. This is the process that consumers use to select, purchase, use, and dispose of products and services that satisfy their needs. There are five basic steps, including: 1) Problem Recognition, 2) Information Search, 3) Evaluation of Alternatives, 4) Product Choice, and 5) Post-purchase Evaluation. The process may be relatively easy and habitual in nature, or it may require more effort, including extended problem-solving. For example, purchasing a soft drink is relatively easy. Consumers recognize they are thirsty, select a soft drink they have consumed in the past and like, and purchase the product. Alternatively, purchasing a computer requires more effort. It involves looking at different computers, the features each model has, deciding what combination of features best fits your needs, and then making a purchase.
Image of page 1

Subscribe to view the full document.

Image of page 2

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes