Consumer needs and wants are what drive marketers to succeed in selling their products or services

Part 1, Paper: 

Consumer needs and wants are what drive marketers to succeed in selling their products or services through a variety of methods. Describe the process from consumer need through purchase behavior. Then, discuss how each of the following items impacts the process of decision-making. For each item, support your discussion with a personal example of purchasing a product or service.
  • The type of decision in the decision-making process (i.e., high involvement versus low involvement)
  • Motivation and values
  • The power of attitudes
  • The type of message
  • Issues related to purchase and post-purchase activities
  • The family and culture
The Project Paper:
  • Must be five double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
  • Must include a separate title page with the following:
  • Title of paper
  • Student’s name
  • Course name and number
  • Instructor’s name
  • Date submitted
  • Must use at least four scholarly sources in addition to the course text.
  • The Scholarly, Peer Reviewed, and Other Credible Sources table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
  • Must document all sources in APA style as outlined in the Ashford Writing Center.
  • Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.
Part 2, Narrated PowerPoint Presentation: 

Address the following items in a narrated, 10-slide PowerPoint presentation. Each slide should reinforce the narration with informative and relevant visuals.

  • Introduction
  • Select a lifestyle group from the 11 categories listed on Nielsen PRIZM Premier Lifestage Groups, and discuss the characteristics and demographics of the group.
  • Example of an Advertisement
  • Select a segment from the lifestyle group you chose, and locate an advertisement that targets the lifestyle of that segment. Explain how the advertisement targets the lifestyle of that segment.
  • Consumer Behavior Theories:
  • Summarize five theories of consumer behavior and explain how each is reflected in the advertisement.
  • Use one slide per theory (totaling five slides for this item).
  • Conclusion
  • Based on the concepts and how the segment behaves, describe additional recommendations to make the advertisement more effective in targeting this segment of consumers.
Record a narrated video of your presentation using Jing (or any process or application that yields a link to your presentation). Be sure to use a clear, audible voice and good pronunciation in your recording. Include a link to your video in your Part 1, Paper, and submit it to the classroom assignment basket. For instructions, refer to this tutorial on Using Jing to Capture a Video.

The PowerPoint Presentation
  • Must be delivered in a three- to five-minute narrated video.
  • Must be 10 slides in length (not including title and references slides) and formatted according to APA style as outlined in the Ashford Writing Center.
  • Must include a separate title slide with the following:
  • Title of presentation
  • Student’s name
  • Course name and number
  •  Instructor’s name
  •  Date submitted
  •  Must use at least three scholarly sources in addition to the course text.
  • The Scholarly, Peer Reviewed, and Other Credible Sourcestable offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
  • Must document all sources in APA style as outlined in the Ashford Writing Center.
  • Must include a separate references slide that is formatted according to APA style as outlined in the Ashford Writing Center.
  •