Explain and discuss the main consumer motivation behind

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Reference no: EM133624997

I. Identify the primary target consumer segment for the given brand and describe the demographic and psychographic profile of the segment.

II. Explain and discuss the main consumer motivation behind the purchases of the product among the brand's primary target customers.

III. Identify the main type of consumer decision making (cognitive, affective or habitual) the primary target consumers engage in the purchase, and describe the associated consumer decision making process.

IV. The understanding of the target consumers segment will then be summarised in a visual representation using persona at the end of the report.

SUPPORTING DATA
The analysis should be supported by facts and evidence gathered on the consumers. Your data collection approach should include:

A. Primary Research

1. Field observation: Visit the brand's retail outlets to identify the primary target consumer segment and observe the customers' behaviour before making purchase.

2. In-depth Interviews: Interview at least 4 customers from the primary target customer segment to understand their consumer decision making process, motivation of purchase, and the perceived brand personality of the given brand and competitors. (Please refer to Appendix A for instructions on in-depth interviews).

Reference no: EM133624997

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