This document provides guidelines for a marketing project analyzing buyer behavior for a selected product and target segment. It outlines requirements to examine external influences like culture, demographics, and group influence. It also requires an analysis of internal influences, specifically how the product meets needs and motives using Maslow's hierarchy, how perception theory applies, and which learning theories are most relevant to promote the product. The guidelines provide interpretation and direction on what to research and discuss for each requirement.

1. Buyer Behavior
MKTG 1052
PROJECT GUIDELINES
(Part Two)
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2. Continuing from Part One..
• The next requirement as shown in the project brief reads
as follows:
– Select one target segment profiled in question 3
from your chosen product that is considered a
primary segment. Investigate and discuss how the
following influences impact upon this identified
segment and product/brand.
• This requirement covers parts 4 and 5 of the report:
the external and internal influences affecting
consumer buying behaviours
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3. External Influences
Instruction (as per Interpretation/ what needs to be
guidelines) done:
Culture and subculture: examine how values of
4.1 Culture and the local society could impact on the
Subculture: Are the consumption of the brand. If this is a foreign
values upheld in the brand, how will foreign cultural values match
those of the local culture- are there
society consistent with
differences?
the consumption of the Research specifically on the specific values
product? Does the that are closely related the purchase and
product appeal to a consumption of the product.
specific adopter Adopter category means the target segment-
category? so what it the profile of the key market segment
that the product is positioned at? If it is an
innovative product, then study the theory of
adoption and the types of adopters.
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4. External Influences
Instruction (as per Interpretation/ what needs to be
guidelines) done:
4.2 Demographics: Is
there an influence of Link the specific demographic variables
age, gender, that determine the profile of the target
socioeconomic customers. Do not show long lists of
demographic factors but instead narrow
influences upon
down to the key ones only.
consumption?
It is important that you show evidence of
some correlation between the selected
demographic variables and the propensity
among target customers to buy and use
the product
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5. External Influences
Instruction (as per Interpretation/ what needs to be
guidelines) done:
4.3 Group influence: Is
there a reference group Research is from Chapter 14 of the text.
influence element on this
To what extent is the product itself
product category? susceptible to group influence? Is it one
that requires peer group influence?
Observability? Communicability? Status
symbol? Explain how this is so.
Discuss some of the processes like
communication and opinion leadership in
explaining how the group influences the
diffusion and adoption of the product
among its ‘members’
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6. Internal Influences
Instruction (as per Interpretation/ what needs to be
guidelines) done:
5.1 Needs and Motives:
How readily is the Research is from Chapter 10 of the text.
product positioned to
satisfy different needs or Use Maslow as the framework BUT don’t
motives? What needs write about all the needs- not required.
are being met? (e.g
Maslow’s Hierarchy of You need to explain clearly how the
Needs) specific type of need/s are matched to
the consumption of the product.
From the marketing point of view,
examine how the design and promotion
of the product is well/poorly positioned
to meet the specific category of needs
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7. Internal Influences
Instruction (as per Interpretation/ what needs to be
guidelines) done:
5.2 Perception: What are Research is from Chapter 8 of the text.
the strategic implications
of the process of You can use a number of concepts:
perception for
marketers? -Selective perception
-JND
-Gestalt
This section requires you to show how
perception is relevant to the marketing of the
product. How does perception theory
relevant to areas of marketing such as brand
image and positioning, perception of price
and quality, store image or the perception of
advertising. You can select the relevant area
and apply accordingly.
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8. Internal Influences
Instruction (as per Interpretation/ what needs to be
guidelines) done:
5.3 Learning: Given the
profile of each segment, Research if from Chapter 9 of the text.
which application of
We want to know WHICH learning theory is
learning theories would relevant- don’t write long discussions of all
be most relevant to use the theories!
in promotion? eg; Based on the nature of the product (high or
reasoning versus low involvement) we can then deduce the
operant conditioning? type and complexity of consumer learning.
Will it be more conditioning or more of
cognitive learning and justify WHY this is so.
Give examples of how marketing and
promotions can condition consumer learning.
Also discuss how brand loyalty can develop
based on learning and reinforcement.
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9. 3. Identification of Target Markets:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
5.4 Lifestyle- Does the
product appeal to a Research is from Chapter 12 of the text.
particular lifestyle? Is the
Consider the impact of psychographics on
product appropriate for buying behavior. Understand what is
one or more lifestyles? VALS.
What kinds of lifestyle characteristics
might determine the likely target customer
profile? Show some examples and
evidences of how the product specifically
appeals to the given consumer lifestyle
that you have profile based on VALS.
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