Now that you have completed your brand overview and target market analysis, you can begin to correlate some of the course concepts to the specific brand you have been assigned.
The second written portion of this assignment will require you to think about concepts related to value search, the basic consumption process (BCP), and the decision-making process.
Based on the brand and target market analysis, (TELFAR) answer the following questions from the content we have covered in Unit 1 and Unit 2.
Does the branded product/service provide utilitarian or hedonic value, or both? Describe how.
Create a perceptual map with the product/service positioned, as well as a minimum of 3 competitors. Choose two value dimensions that you consider most relevant to the brand and target market and explain why. For the value dimensions, you may not use price or quality, unless you can prove that price or quality are in fact critical value features of the branded product/service.
Which decision-making approach would be the most common approach the consumer would use when purchasing the branded product/service? Explain.
Explain the level of involvement and any perceived risks that consumers would have related to the branded product/service.
When it comes to this product category, might the consumer suffer from overchoice? If so, explain.
Which two characteristics of relationship quality would be most relevant to the branded product/service? Explain.
This assignment is a written paper. It must be completed in paragraph format, using full sentences and correct grammar/spelling/punctuation. APA formatting guidelines are required for this assignment. Include a cover page and a reference list. Please see the APA Resources module for more information related to header, headings/subheadings, page number, etc. See this sample for the second written portion of the assignment.
Part 3 Sample (PDF)Download Part 3 Sample (PDF)
Rubric
Consumer Buying Behavior Across Brands The Search for Value
Consumer Buying Behavior Across Brands The Search for Value
Criteria Ratings Pts
This criterion is linked to a Learning OutcomeType of Value
Does the branded product/service provide utilitarian or hedonic value, or both? Describe how.
6 pts
This criterion is linked to a Learning OutcomePerceptual Map
Relevant value dimensions for brand and target market. Explained in detail. Computer-generated.
6 pts
This criterion is linked to a Learning OutcomeDecision-Making Approach
What is the most common approach? Habitual, limited, extended? Explained in detail.
5 pts
This criterion is linked to a Learning OutcomeInvolvement and Risk
High or low involvement? Perceived risks?
6 pts
This criterion is linked to a Learning OutcomeOverchoice
Is there consumer overchoice? Explained in detail.
5 pts
This criterion is linked to a Learning OutcomeRelationship Quality
Two characteristics of relationship quality most relevant to the brand. Explained in detail.
5 pts
This criterion is linked to a Learning OutcomeQuality of Writing and APA Formatting
The written assignment demonstrates the use of proper spelling, grammar, and punctuation, and is in correct APA format.
2 pts
Total Points: 35
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