Consumer Behavior Presentation Essay Project

December 2, 2022

Consumer Behavior Presentation Essay Project

Order Number	636738393092
Type of Project	ESSAY
Writer Level	PHD VERIFIED
Format	APA
Academic Sources	10
Page Count	3-12 PAGES

Instructions/Descriptions

Consumer Behavior Presentation Essay Project

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SCENARIO

After working in the industry for a few years, you have decided to make the leap and become an independent consultant. You have landed your first client, Plush and Easy Lawn Furniture, a manufacturer of lawn furniture. You have conducted research on the industry and noted market share, trends, industry statistics and overall background information to be best prepared for your new client’s needs. Plush and Easy Lawn Furniture would like you to help them achieve their marketing goals.

Geoffrey Holder, the Director of Marketing, is looking for your expertise in helping Plush and Easy Lawn Furniture create a positive image for a new product line. He is also interested in what aspects of consumer behavior would help the salesforce increase sales. He would like to present your ideas at his next marketing meeting.

Plush and Easy Lawn Furniture is introducing a new line of outdoor furniture. The furniture will be marketed to upscale, suburban households with 3-4 family members. The price varies from $500-$1200. Geoffrey asks you to review the line and suggest ideas to increase its acceptance in the marketplace based on your consulting expertise. You remember reading about the importance of creating favorable brand experiences and strategies to increase the rate of adoption of a new line.

Additionally, Plush and Easy Lawn Furniture plans to introduce the new line of outdoor furniture to employees at a company-wide meeting to drive interest and excitement in the product. Geoffrey has asked you for your assistance with ideas they can implement to enhance their reputation as a socially minded firm. Because Geoffrey’s experience in creating presentations is limited, he has asked you to provide your recommendations in a presentation that he can use as the basis for his own presentation. As part of your presentation, include ways to create awareness, interest, and sales of the new line of outdoor furniture.

INSTRUCTIONS

You will be creating 2 documents for this assignment – an executive summary and a PowerPoint presentation.

In your executive summary to Geoffrey Holder, the Director of Marketing, include the following information he will use to present to his marketing team.

Explain the importance of consumer behavior research and how it will help Plush and Easy Lawn Furniture achieve its marketing goals.

Include trends impacting the growth of the outdoor furniture market and the impact on Plush and Easy Lawn Furniture.

Include an example of a favorable brand experience from a successful firm. Recommend one way Plush and Easy Lawn Furniture can create a meaningful brand experience. Your recommendation must be specific.

Explain how family members and neighbors influence purchase decisions for lawn furniture. Incorporate your thoughts into the areas social factors, subculture and social class.

Explain the concept of cognitive dissonance and how Plush and Easy can reduce post purchase conflict. Recommended a policy and explain how it reduces cognitive dissonance.

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For your PowerPoint presentation, please include the following:

Provide an overview of the lawn and furniture market.

Describe the marketing adoption process and explain what Plush and Easy Lawn Furniture can do during each of the five stages to enhance the success of its new line of outdoor furniture.

Explain two product characteristics that help increase the rate of adopting a new product among consumers. Include characteristics with examples of what Plush and Easy Lawn Furniture can do to increase the rate of adoption.

Introduce an example of a policy the firm can adopt which is in line with its desired reputation for social responsibility, environment friendliness, or responsiveness to the consumer.

Provide a guerilla marketing program for Plush and Easy with details on how the program increases awareness, interest, and sales.

Recommend two affinity marketing programs for Plush and Easy. Include a detailed description of each affinity program and how it will increase sales.

Consumer Behavior Presentation Essay Project

RUBRIC

Excellent Quality

95-100%

Introduction

45-41 points

The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.

Literature Support

91-84 points

The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.

Methodology

58-53 points

With titles for each slide as well as bulleted sections to group relevant information as required, the content is well-organized. Excellent use of typeface, color, images, effects, and so on to improve readability and presenting content. The minimum length criterion of 10 slides/pages is reached.

Average Score

50-85%

40-38 points

More depth/information is required for the context and importance, otherwise the study detail will be unclear. There is no search history information supplied.

83-76 points

There is a review of important theoretical literature, however there is limited integration of research into problem-related ideas. The review is just partly focused and arranged. There is research that both supports and opposes. A summary of the material given is provided. The conclusion may or may not include a biblical integration.

52-49 points

The content is somewhat ordered, but there is no discernible organization. The use of typeface, color, graphics, effects, and so on may sometimes distract from the presenting substance. It is possible that the length criteria will not be reached.

Poor Quality

0-45%

37-1 points

The context and/or importance are lacking. There is no search history information supplied.

75-1 points

There has been an examination of relevant theoretical literature, but still no research concerning problem-related concepts has been synthesized. The review is just somewhat focused and organized. The provided overview of content does not include any supporting or opposing research. The conclusion has no scriptural references.

48-1 points

There is no logical or apparent organizational structure. There is no discernible logical sequence. The use of typeface, color, graphics, effects, and so on often detracts from the presenting substance. It is possible that the length criteria will not be reached.