Consumer Behavior Assignment - Essay Prowess

Consumer Behavior Assignment

Consumer Behavior – Assignment:
Research Paper
If you have a Study.com College Accelerator membership and are seeking college credit for this course, you
must submit an essay and pass the proctored !nal exam. You must submit your essay before registering for
the !nal. Below you will !nd prompts and instructions for submitting your essay.
About this Assignment
Understanding consumer behavior is essential for all businesses regardless of their size or industry. In this
course you learned how consumer behavior forms the foundation for a wide range of activities in business
from product and service development, to marketing and sales, and customer service. Businesses need to
understand how consumers make decisions, develop perceptions of companies, evaluate prices, and
companies. You also learned how the study of consumer behavior integrates concepts from various
disciplines including research, psychology, and economics. In this assignment you will apply what you have
learned by analyzing a consumer product or service in a 2500-3000 word paper.
Scenario
In this analysis you should identify a consumer product or service that is commonly marketed to some
segment of the general public. As the starting point in your analysis you should identify the primary target
consumer for what you have selected. With that target in mind, research the product or service and analyze it
from the perspective of consumer behavior. In your paper address all of the following:
Explain the most relevant primary decision-making forces that in”uence buyers for the selected
product or service
Analyze the decision-making and buying process for the speci!c product or service
Identify the relevant microeconomic factors a#ecting consumer behaviors for the product or service
Explain the in”uence of heuristics and experiential consumption on consumers of the product or
service
Connect the key consumer behavior theories that marketers are leveraging to sell the product or
Refer a friend ! “
Plans Courses Credit
Consumer Behavior – Assignment: Research Paper | Study.com 12/15/21, 11:55 PM
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service, and
Evaluate the most appropriate methods for developing consumer behavior information for the
particular product or service
Formatting & Sources
Please write your paper in the APA format. As part of your research, you may refer to the course material for
supporting evidence, but you must also use at least three credible, outside sources and cite them using
APA format as well. Please include a mix of both primary and secondary sources, with at least one source from
a scholarly peer-reviewed journal. If you use any Study.com lessons as sources, please also cite them in APA
(including the lesson title and instructor’s name).
Primary sources are !rst-hand accounts such as interviews, advertisements, speeches, company
documents, statements, and press releases published by the company in question.
Secondary sources come from peer-reviewed scholarly journals, such as the Journal of Management.
You may use like JSTOR, Google Scholar, and Social Science Research Network to !nd articles from these
journals. Secondary sources may also come from reputable websites with .gov, .edu, or .org in the
domain. (Wikipedia is not a reputable source, though the sources listed in Wikipedia articles may be
acceptable.)
If you’re unsure about how to use APA format for your paper and sources, please see the following lessons:
What is APA Format? De!nition & Style
How To Format APA Citations
Grading Rubric
Your paper will be graded based on the following rubric:
Category Unacceptable
(0-2)
Needs
Improvement (3-
6)
Good (7-8) Excellent (9-10)
Total
Possible
Points
Primary
DecisionMaking Forces
(x1)
Does not explain
relevant primary
decision-making
forces
Explains a few
forces but with
insu$cient detail
or relevance
Most of the primary
relevant forces are
explained and
connected with
decision-making
Clearly explains
all primary
relevant decisionmaking forces
and connects
them to their
in”uence with
buyers
10
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DecisionMaking &
Buying Process
(x2)
Does not analyze
the decisionmaking or buying
process
Analyzes the
decision-making or
the buying
process, but not
both
Analyzes both the
decision-making and
buying process with
limited connection
to the product or
service
Fully analyzes
both the decisionmaking and
buying process
with clear
connections to
the product or
service
20
Microeconomic
Factors (x1)
Does not identify
any relevant
microeconomic
factors
Identi!es some
relevant
microeconomic
factors but does
not connect them
to consumer
behaviors
Identi!es relevant
microeconomic
factors with some
connections made to
consumer behavior
Identi!es relevant
microeconomic
factors and
clearly connects
them to speci!c
aspects of
consumer
behavior
10
Heuristics and
Experiential
Consumption
(x2)
Does not explain
the in”uence of
heuristics or
experiential
consumption
Explains the
in”uence of
heuristics or
experiential
connection but not
both
Explains how
heuristics and
experiential
consumption
in”uence consumers
but supporting
rationale is limited
Fully explains the
in”uence of
heuristics and
experiential
consumption on
consumers and
supports
explanations with
speci!c examples
20
Consumer
Behavior
Theories (x2)
Does not connect
consumer
behavior theories
to the marketing
of the product or
service
Makes a basic
connection
between
consumer
behavior theories
and the marketing
of the product or
service
Clearly connects
consumer behavior
theories with the
marketing of the
product or service
illustrated with some
examples
Fully connects
consumer
behavior theories
with the
marketing of the
product or
service and
provides speci!c
examples and
detailed rationale
for the
connection
20
Information
Does not
evaluate any
Evaluates an
information
development
Evaluates more than
one method for
Fully evaluates
multiple methods
for information
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Development
(x1)
information
development
methods
method but does
not provide a
rationale
development of
information but
rationale is limited
development
with each clearly
supported
10
Mechanics (x1)
Submission has
major errors
related to
citations,
grammar,
spelling, syntax;
organization
confuses the
reader and
interferes with
the
communication
of ideas
Submission has a
number of errors
related to
citations,
grammar, spelling,
syntax;
organization
negatively impacts
readability and
interferes with the
communication of
ideas
Submission has a
limited number of
errors related to
citations, grammar,
spelling, syntax;
opportunities exist
to further improve
organization to
improve readability
and the
communication of
ideas.
Submission has
few or no errors
related to
citations,
grammar,
spelling, syntax;
organization
enhances
readability and
the clear
communication
of ideas
10
Before You Submit
When you are done writing your essay, we suggest taking some time to check for any errors or to add some
!nal touches. We also suggest that you use online plagiarism checkers such as PlagScan or DupliChecker to
make sure that your essay is not too similar to any existing materials. Plagiarized submissions will NOT be
graded.
How to Submit Your Papers
When you are ready to submit your written paper, please !ll out the submission form and attach it as a
Microsoft Word, PDF or Text document. After turning in your paper, you may go ahead and take the proctored
!nal exam. You do not need to wait for your written response to be graded. You should receive your essay
grade within one week.
If you are not satis!ed with the grade you receive on your papers, you may revise or rewrite your papers and
resubmit them using the same submission form above. Keep in mind that the grade you receive on your
paper is only a portion of your overall grade for the course and you are free to retake the proctored !nal exam
as well if you choose. Please see the course syllabus for a more detailed breakdown of the grading policy.

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