For products and services aimed primarily at consumers, this option involves a discussion (based on reading, consumer observation, and/or interviews) of issues in consumer behavior that have implications for the success of the venture—e.g.,
Consumer information search strategy Level of category involvement in the decision making process; Typical characteristics of the shopping occasion; Consumer product category knowledge; Social influence on product choice and/or selection; Means-end associations with the product; Consumer attitudes toward the product category and/or brands
involved (reminder: attitudes have three specific components); Family member influences and roles; and Situational influences relevant to the product category, target market,
and distribution channel.
For products and services aimed primarily at businesses or other organizations as end customers, this option involves a discussion (based on reading, consumer observation, and/or interviews) of issues in organizational decision making and practices(as discussed in Chapter 6 of the text) that have implications for the success of the venture—e.g.,
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