The document provides instructions for an assignment to create a PowerPoint presentation profiling consumers in the domestic and foreign markets for a new shoe company. Students are asked to build cultural and psychological profiles that examine how cultural factors like subcultures, social classes, and communication styles along with psychological factors like motivations, needs, beliefs and values influence consumer buying behaviors. The cultural profile should cover cultural types, subcultures, social classes, communication styles, social networks and roles, and personal attributes. The psychological profile requires analyzing consumer perceptions of products, their motivations for purchase, needs and fears, and beliefs that influence purchases. Sources are to be cited and a minimum 8 slide presentation with proper formatting and citations is expected.

1. Building a Consumer Psychological and Cultural Profile
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Building a Consumer Psychological and Cultural Profile
Assignment 1 Objectives: To examine how psychological as well as
cultural factors influence consumer buying behavior. To apply these
factors
when creating a Marketing strategy for a product or service.
Assignment 1 Description:
In the New Shoes simulation you will be marketing to three different
target
markets (home, domestic, and foreign). It becomes important to
understand
the consumer psychological and cultural profile for each market.
Create a PowerPoint presentation to present to the marketing team of
your
New Shoes company to present a profile for your New Shoes
consumer for
the domestic and foreign markets using the criteria below.
1. When Creating your Cultural Profile include the following
elements:
i.
Cultural Types
ii.
Subculture
iii.
Social class
iv.
Communication (verbal and non verbal) that can impact the
Marketing process
v.
Social ( networks, family, roles and status)
vi.

2. Personal (age and life cycle stage, occupation, economics,
lifestyle, personality)
b. When Creating Your Psychological Profile include the following
elements:
i.
Consumer Perception of the product/service
ii.
Why do consumers purchase this particular
product/service? (motivation)
iii.
What are your consumers’ needs, wants, desires, and fears?
iv.
What are your consumers’ beliefs and values that may
influence the purchase?
c. In addition, to the text book please review the following resources
as well as those
in this week’s Student Resources area for assistance:
i.
http://marketmedialife.blogspot.com/2012/11/marketing101-
pyschological-factors-of.html
ii.
http://changingminds.org/explanations/culture/lewis_cultur
e.htm
a. iii. http://www.crossculture.com/about-us/the-model/
http://www.consumerpsychologist.com/cb_Culture.html
http://education-portal.com/academy/lesson/what-issubculture-
theories-definition-examples.html
d. Your PowerPoint presentation should be at least 8 slides in length
(not including
the Title page and Reference page). Ensure that your sources are
properly cited
using APA formatted guidelines and include professional graphics.
Here is an
example of a successful Reference slide with several web pages and
an academic
journal article:
iv.

3. v. Assignment 1 Parameters:
1.
2.
3.
4.
5.
6. Accurate description and reference of all concepts and theories
learned
from course material.
Practical examples of concepts that lead to continuing interest in the
topic.
Synthesis of concepts and theories from other course activities.
Well-organized, clearly presented work ( free from excessive spelling
and grammatical errors)
Properly cited sources using APA 6th edition.
Ensure use of the assignment rubric.