I have attached my assignments below along with the outline for the Powerpoint.
assignments.docxunit5presentationoutline__1_.pptxCase 3-5: “The Psychographics of Luxury Shoppers” (page 459)
This case study application presentation Assignment asks you to analyze and give
priority consideration to both rational and emotional aspects of the consumer
motivational process.
Case studies offer opportunity to consider hypothetical situations. This Assignment
requires you to provide analysis and recommendations based upon the information
presented in the case plus application of information from the textbook and from at least
three additional relevant journal articles you choose from the Kaplan Library. Opinions
should be supported using concepts and terms from these quality resources.
The Consumer Behavior Case Application Presentation should include the

A title slide
A list of presentation contents slide
An introduction to the presentation slide
Slides with accompanying notes in a PowerPoint® presentation,
addressing the following aspects of the case. Include thoughtful analysis and
Market Segments: Identify and defend your choice of what
segment you feel that products are most likely to become part of the
extended self.
Motivators: Identify segments more motivated by functional
concerns versus those motivated by the need to keep up with the latest
styles and trends; discuss implications as related to marketing strategy
Compare and Contrast: Discuss why Savvy Career Women place
great emphasis on clothing and fashion while luxury automobiles really
are not that important to this segment.
Spa Market Segments: Choose two segments which you feel
would be viable for different markets for spas. Develop portions of a
marketing plan for each segment: positioning statement, media venues,
key product service features, and promotional material.
Hawkins, D. I., & Mothersbaugh, D. L. (2010).Consumer behavior:
Building marketing strategy(11th ed.). New York, NY: McGraw-Hill.

A Conclusion slide

A References slide: Be sure to apply and cite the textbook plus at least
three additional relevant journal article resources chosen by you from the Kaplan
Library. Any reference listed on the references slide must also be applied and
cited, using APA, within the notes sections

Use MS PowerPoint slides with notes for this Assignment. This
submission should be approximately 10–12 slides. Put main points with visuals
on slides and all elaborative discussion and application of references in the
notes section.

Apply relevant information from your textbook and from at least three
additional relevant, credible journal article resources, cited within the notes
section and included on a references slide.
This first assignment is designed to have you consider a consumer behavior strategy for
a specific new product or service. You may do this for your current organization, a
company with which you are familiar, or for a product or service that interests you. You
may have considerable knowledge of the offering or you may be looking in as an
outsider. Either way, choose a product or service about which you can find information,
either inside the organization, or through observation or research on the web or in the
library. Part of the fun of this is to take an educated guess about the strategy behind
how a consumer makes their buying decisions.
This submission should be 4 – 6 pages. This does not include the Title
page and the References page.

Apply at least three references within the paper, cited accurately and
include a references page.

As with all APA documents, apply double line spacing with no additional
line spaces before or after paragraphs, use 1 inch margins with 12 point type.

Deposit your completed, proofread paper in to the Unit 1 Consumer
Behavior Analysis Paper Dropbox

APA formatting is required.

Using the services of the Kaplan University Writing Center is highly

APA Style references:
Include sub-headers to offer distinction to each section and apply the following outline:
Brief description of the organization‘s product or service
Describe the company’s consumer strategy behind the product
Identify the consumer’s level of involvement and type of consumer
decision making

Describe the market for which this product is intended

Address what customer needs are fulfilled by the company, product, or

Identify the competitive offerings and describe how this product or service
is different.

Analyze how this company utilizes the marketing mix in order to
successfully address problem recognition

Suggest recommendations on how this organization could better use the
marketing mix in developing marketing strategy both in the problem recognition
stage and in the buying process
Your Final Project due in Unit 6 addresses the nature of consumer behavior when
designing an integrated marketing strategy focused on consumer adoption.
For your Final Project, you will assume you are employed by a well-known marketing
strategy firm as their Senior Vice President of Consumer Behavior Expert. The
marketing strategy firm is attempting to bring in new business. One potential new client,
a very large consumer product corporation, wants assurance that the marketing strategy
firm is competent in the area of understanding consumer behavior. More specifically,
the potential new client wants to see application of consumer behavior concepts as
related to one of their consumer products.
For this Final Project, you may choose the consumer product.
Your Final Project is to write at least 12–15 pages APA formatted paper (plus title page
and reference page) demonstrating your thorough knowledge of consumer behavior;
based upon your own knowledge and by applying and citing at least five relevant
references to support your paper’s content.
In this paper, apply at least 50 of the 87 glossary words provided below related to
designing a marketing strategy for your chosen consumer product. Bold all glossary
words in your paper. It is important not just to use the glossary words, but also to use
them in context, in a cohesive and compelling manner. Remember, the intent of the
paper is to assure the consumer product corporation’s decision-makers (potential new
client) that you and your marketing strategy firm will be the best representative; based
upon your knowledge of consumer behavior and your ability to apply this knowledge to
designing a marketing strategy for a consumer product.
Your paper must clearly demonstrate your understanding of consumer behavior when
designing an integrated marketing strategy.

This Final Project APA formatted document should be 12–15 pages (plus
a title page and a references page).

Apply relevant information from the Consumer Behaviortextbook and from
at least four additional relevant, respected, and credible resources, cited within
the paper and included on a references page.

APA formatting is required for formatting of the paper and citation of
Your Final Project is due by the end of Unit 6.
Note: Final Projects will not be accepted late due to Kaplan’s short turnaround for end
of term grading.
Glossary of Consumer Behavior Terms
Acceptance strategy: A marketing strategy based on information search
patterns; similar to preference strategy except complicated by lack of brand awareness
by consumer seeking information thus brand awareness must be a priority.
Acculturation: The degree to which an immigrant has adapted to his or her new
Affective choice: Consumer decision based upon how they feel; purchase
often based exclusively on immediate emotional response to the product.
Antecedent states: Features of the individual person that are not lasting or
relatively enduring characteristics.
Attention: Stage two of information processing; occurs when the stimulus
activates one or more sensory receptor nerves and the resulting sensations go the brain
for processing.
Attitude: Enduring organization of motivation, emotional, perceptual, and
cognitive processes with respect to some aspect of the environment; learned
predisposition to respond in a consistently favorable or unfavorable manner with respect
to a given object.
Attitude-based choice: Consumer decision based up general attitudes,
summary impressions, intuition; no attribute-by attribute comparisons made at time of
Attribute-based choice: Consumer decision based upon knowledge of specific
attributes at the time the choice is made and involves attribute-by-attribute comparisons
across brands.
Bounded rationality: Consumers’ limited capacity for processing information.
Brand community: Non-geographically bound community based on a structured
set of social relationship among owners of a brand and the psychological relationship
they have with the brand itself, the product in use, and the firm.
Brand image: Schematic memory’s interpretation of attributes, benefits, usage
situations, users, characteristics; what people think of and feel then they hear or see a
brand name.
Capture strategy: A marketing strategy based on information search patterns;
used when decision method is limited; often at point of purchase or brand website.
Cohort analysis: Process of describing and explaining the attitudes, values, and
behaviors of an age group as well as predicting its future attitudes, values, and
Compensatory decision rule: Consumer chooses the brand that rates highest
on the sum of the consumer’s judgments of the relevant evaluative criteria.
Conditioning: Involves presenting two stimuli in close proximity so eventually
the two are perceived, consciously or unconsciously, to be related or associated the two
forms of conditioning are classical and operant.
Conjunctive decision rule: Established minimum required performance
standards for each evaluative criterion and selects the first or all brands that meet or
exceed these minimum standards.
Consumer behavior: Processes used by individuals, groups , or organizations
to select, secure, use and dispose of products, services, experiences, or ideas to satisfy
needs and wants.
Consumer decision process: How consumers make decisions; includes
emotion, situation, and attribute-based purchasing decisions.
Consumer situation: Set of factors outside of and removed from stable
characteristics of the individual consumer and focal stimulus, and include
communications, purchase, usage, and disposition.
Consumer skills: Capabilities necessary for purchases to occur such as
understanding money, budgeting, and product evaluation.
Consumption-related attitudes: Cognitive and affective orientations toward
marketplace stimuli such as advertisement, salespeople, and warranties.
Consumption-related preferences: Knowledge, attitudes, and values that
cause people to attach differential evaluations to products, brands, and retail outlets.
Culture: Complex whole that includes knowledge, belief, art, law, morals,
customs, and any other capabilities and habits acquired by humans as members of
Cultural values: Widely held beliefs that affirm what is desirable.
Customer value: Difference between all of the benefits derived from a total
product and all the costs of acquiring those benefits.
Demographics: Describes a population in terms of its size, structure, and
Diffusion process: Manner in which innovations spread throughout a market.
Disjunctive decision rule: Establishes a minimum level of performance for each
important attribute.
Disrupt strategy: A marketing strategy based on information search patterns;
used when the decision method is nominal and brand awareness is low.
Elimination-by-aspects decision rule: Consumer ranks the evaluative criteria
in terms of importance and to establish a cutoff point for each criterion.
Emotions: Strong, relatively uncontrolled feelings that effect behavior; strongly
linked to needs, motivation, and personality.
Environment-oriented values: Reflect a society’s relationship to its economic
and technical, as well as its physical environment.
Ethnic subculture: Members unique shared behaviors are based on a common
racial, language, or national background.
Evaluative criteria: Various dimensions, features, or benefits a consumer looks
for in response to a specific problem.
Exposure: Stage one of information processing; occurs when a stimulus is
placed within a person’s relevant environment and comes within range of their sensory
receptor nerves and provides consumers with the opportunity to pay attention to
available information.
Extended decision making: Involves an extensive internal and external
information search followed by a complex evaluation of multiple alternatives and
significant post-purchase evaluation; occurs when there is high purchase involvement.
External search: Consumer expands search for information after completing
their internal search for a solution to include additional resources.
Family decision making: Process by which decisions that directly or indirectly
involve two or more family members are made; many family purchases are inherently
emotional and affect the relationship between the family members.
High-involvement learning: Situation when the consumer is motivated to
process or learn the material.
Household life cycle (HLC): Tool for segmenting markets based upon age,
marital status, and presence and age of children.
Identification reference group influence (also known as value-expressive
reference group influence): Occurs when individuals have internalized the group’s
values and norms.
Information processing: Series of activities by which stimuli are perceived,
transformed into information and stored; usually has four stages: exposure, attention,
interpretation, and memory.
Information search: Phase two of the consumer decision process; once the
consumer recognizes the problem in phase one, the consumer searches for more
information, first using internal search, then using external search.
Informational reference group influence: Occurs when an individual uses the
behaviors and opinions of reference group members as potentially useful bits of
Innovation: Idea, practice, or product perceived to be new by the relevant
individual or group; categories of innovation include continuous, dynamically
continuous, and discontinuous.
Intercept strategy: A marketing strategy based on information search patterns;
used when decision method is limited and brand awareness is low; goal is to get
consumer’s attention while they are searching for information elsewhere.
Internal search: Consumer utilizes their own memory to determine potential
solutions after recognizing there is a problem.
Interpretation: Stage three of information processing; the Assignment of
meaning to sensations and is related to how people comprehend and make sense of
incoming information based on characteristics of the stimulus, the individual and the
Learning: Any change in the content or organization of long-term memory or
behavior and is the result of information processing.
Lexiographic decision rule: Requires the consumer to rank the criteria in order
of importance; the consumer then selects the brand that performs best on the most
important attribute.
Lifestyle: How a person lives; how a person enacts his or her self-concept and
is determined by past experience, innate characteristics, and current situation; also
known as psychographics.
Limited decision-making: Involves recognizing a problem for which there are
several possible solutions; uses internal and limited amount of external search.
Low-involvement learning: Situation when the consumer has little to no
motivation to process or learn the material.
Maintenance Strategy: A marketing strategy based on information search
patterns attending to quality and reinforced marketing messages.
Marketing psychology: How consumers think, feel, reason, are motivated, and
select between different alternatives (e.g., brands, products, and retailers); how
marketers can adapt and improve their marketing campaigns and marketing strategies
to more effectively reach the consumer.
Market segment: Portion of a larger market whose needs differ somewhat from
the larger market.
Maslow’s Hierarchy of Needs: A macro level motivation theory designed to
account for most human behavior in general term and based upon four premises.
McGuire’s Psychological Motives: A classification system that organizes
motives into sixteen categories.
Memory: Stage four of information processing; total accumulation of prior
learning experiences.
Monochronic time perspective: Time is seen as linear and fixed; orientation
toward the present and short-term future.
Nominal decision making (also known as habitual decision-making): Occurs
when there is very low involvement with the purchase; includes brand loyal purchases
and repeat purchases.
Normative reference group influence: Occurs when an individual fulfills group
expectations to gain a direct reward or to avoid a sanction.
Norms: Boundaries, culture sets on behavior that specifies or prohibit certain
behaviors in specific situations.
Opinion leader: A “go-to” person who informally gives product information and
advice to others; has greater long-term involvement with a product or brand.
Other-oriented values: Reflect a society’s view of the appropriate relationship
between individuals and groups within that society.
Perception: Includes stages one, two, and three of information processing;
process by which an individual selects, organizes, and interprets stimuli into a
meaningful and coherent picture of the world.
Personality: An individual’s characteristic response tendencies across similar
Physical surroundings: Include location, décor, sound, aromas, lighting
weather, and display of merchandise.
Polychronic time perspective: People and relationships take priority over
schedules; orientation toward the present and the past.
Post-purchase dissonance: Doubt or anxiety experience by consumer after
purchase is made; most associated with high-involvement purchases.
Preference strategy: A marketing strategy based on information search
patterns; used when decision method is extended and search involves multiple brands,
many attributes and variety of information sources; requires a strong integrated
positioning strategy.
Problem recognition: First stage in the consumer decision process; result of a
discrepancy between a desired stated and an actual state.
Product position: Image of the product or brand in the consumer’s mind relative
to competing products and brands.
Purchase involvement: The temporary level of concern for, or interest in, the
purchase process triggered by the need to consider a particular purchase.
Reference group: A group whose presumed perspective or values are being
used by an individual as the basis for his or her current behavior; the three forms of
reference groups are informational, normative, and identification.
Ritual situation: Set of interrelated behaviors that occur in a structured format
that have symbolic meaning and that occur in response to socially defined occasions
Self-concept: Totality of an individual’s thoughts and feelings having reference
to himself or herself as an object.
Self-oriented values: Reflect the objectives and approaches to life that the
individual members of society find desirable.
Situational characteristics: Five dimensions that influence consumer behavior:
physical surroundings, social surroundings, temporal perspectives, task definition, and
antecedent states.
Situational influence: All those factors particular to a time and place that do not
follow from knowledge of the stable attributes of the consumer and the stimulus that and
that have an effect on current behavior.
Social marketing: Application of marketing strategies and tactics to alter or
create behavior that has a positive effect on the targeted individuals or society as a
Social surroundings: Persons present who could have an impact on the
individual consumer’s behavior.
Societal rank: One’s position relative to others on one or more dimensions
valued by society.
Subculture: Segment of a larger culture whose members share distinguishing
values and patterns of behavior.
Subjective discretionary income: Estimate by the consumer of how much
money he or she has available to spend on nonessentials.
Task definition: Purpose or reason for engaging in the consumption behavior.
Temporal perspectives: The effect of time on consumer behavior.
Case 3-5: “The Psychographics of
Luxury Shoppers”
Student Name
GB34 Consumer Behavior
Unit 5 Assignment
Dr. Rita J. Gunzelman
Kaplan University
Month Day, Year

Market Segments
Compare / Contrast
Spa Market Segments

Purpose of presentation
Why we care
Case Background
Market Segments
• Point 1
• Point 2
• Point 3
• Point 1
• Point 2
• Point 3
Compare / Contrast
• Compare
– Point
– Point
– Point
• Contrast
– Point
– Point
– Point
Spa Market Segment One
• Description
• Positioning Statement
• Media Venues
– …
– …
– …
• Key Product/Service Features
– …
– –– —
• Promotional Material(s)
– …
– …
– …
Spa Market Segment Two
• Description
• Positioning Statement
• Media Venues
– …
– …
– …
• Key Product/Service Features
– …
– –– —
• Promotional Material(s)
– …
– …
– …
• Point 1
• Point 2
• Point 3
• Hawkins, D. I., & Mothersbaugh, D. L.
(2010).Consumer behavior: Building marketing
strategy (11th ed.). New York, NY: McGrawHill.
• …..
• …..
• …..

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