CB INDIVIDUAL PROJECT

You have been asked by your organization to conduct research and prepare a paper regarding consumer groups and behavior. Select a particular consumer group that is of interest to you and analyze its demographics, psychographics, attitude, and lifestyle and make recommendations on a marketing campaign for the selected group. Specifically, your paper should:

  • Identify the demographics, psychographics, and lifestyle of the group
  • Identify any historical data of the selected group and describe what role that culture or sub-culture plays on the groups consumer behavior
  • Identify any group identifiers
  • Describe the role of group dynamics and the role that these groups play on consumer behavior of the selected group
  • Discuss the group’s decision-making process to include:
    • Explaining alternative evaluation 
    • Describing what a company/product can do to improve sales
    • Explaining post-purchase dissonance and how it might affect sales
    • Recommending techniques for reversing alternative evaluation and post-purchase dissonance

Present your findings as a 4-5 pages Word document formatted in APA style.