Consumer Behavior Fundamentals

Weekly tasks or assignments (Individual or Group Projects) will be due by Monday and late submissions will be assigned a late penalty in accordance with the late penalty policy found in the syllabus. NOTE: All submission posting times are based on midnight Central Time.

As a consultant for your product’s marketing team, you have been asked to discuss the purchasing decision process and customer motivations to buy. Click here to study the article, an examination of the effects of virtual experiential marketing on online customer intentions and loyalty. One model that advertisers often use to design targeted campaigns to specific customer groups is from Abraham Maslow’s hierarchy of needs theory. Click here to learn more about his theory.

Create a PowerPoint presentation of 6–8 content slides that does the following:

• Slides 1–2: Describe the purchasing buying process.
• Slides 2–3: Explain Maslow’s hierarchy of needs theory.
• Slides 3–4: Apply Maslow’s hierarchy of needs theory to your suggested target market for your selected product.
• Slides 4–5: Use your 2 suggested advertising appeals from this week’s discussion to tie the product’s features back to your ad suggestions.
• Slides 5–6: Turn the product's features into benefits for your customer.
• Slides 6–7: Draft 1 persuasion message of at least 50–100 words that can be used later in your advertising ideas for your Key Assignment. Remember to include a motivational appeal from Maslow. You can also use your BAV work to create the message.
• Slides 7–8: Write a conclusion explaining why the message matches your target market. Explain the message appeal using one need based on Maslow’s hierarchy of needs theory.