Consumer Behavior Discussion Paper

Our society is evolving into a diverse society where we each have an almost infinite number of choices. This change makes it more critical than ever to identify distinct market segments and to develop specialized messages and products for those groups.

For this assignment, you will select in class one of the seven consumer demographic dimensions listed in Chapter 1. They are:

• age
• gender
• family structure
• social class and income
• race and ethnicity
• geography
• lifestyles.

Chapter 1 summarizes the dimensions. You can find a further explanation of your selected dimension elsewhere in the text.

You will then identify three different segments of that dimension. For example, if your dimension was education, you may select the segments high school graduates, associate degrees, and doctorates. Please note that if your segment does not fit the dimension, all explanations for that wrong segment will be zero.

You would then explain the difference in products they would buy and the marketers’ different approaches to reach each segment. The five product categories are

• food
• transportation
• entertainment
• clothing
• housing

Please submit your answers in a table using a Word document. if you submit the assignment in another format than a Word document, it will not be graded.

The information is to be cited with references. Be sure to describe what the segment would buy and how the product should be marketed to that segment. Justify your answers through material cited and referenced. Each category is to be referenced Do not use one source for two or more categories. Each category should have unique sources. Wikipedia is not an acceptable source and will not be counted as a reference. Find credible sources to reference and cite.

Each student is to do their own work. This is not a team assignment.

Late work will not be graded.

Table format to use: