RPM

Section 1 

Background information about the company, brand and product.  This section should include a discussion of the following:

Very brief description of the company and its history

Target customers -  Provide overview of profiles for primary and secondary targets

Section 2

Identify and discuss the applicable psychographic criteria that are relevant to the brand or product and its target customer(s).  Consider the following criteria, as well as any other applicable psychographic information for the brand’s target segments:

VALS types—Primary and Secondary (include as attachments for all classmates and instructor)

Values— Rokeach Value Survey List of Values

Lifestyle and Lifestage Dimensions— NABs

Personality— Personality and Trait Theories such as Optimal Stimulation Level, Dogmatism, etc.

Section 3

Identify and analyze relevant aspects of consumer influences and their effect on the adoption process for the brand.  Provide the reasoning why you believe the influence is relevant. Examples of what might be included are:

Age

Gender

Regional

Ethnic

Religious

Family

Culture

Social Class

Social Pressure

Peers

Clubs

External influences

Internal influences

 Section 4

Develop or identify the consumer decision model(s) that you feel applies to this brand or product.  Provide the reasoning why the model was selected.  Consider any of the models and concepts described in the lessons or text.

Research Databases

Although some topics lend themselves to articles from the “popular press,” most others will require more “academic-type” journals. I highly recommend the following three databases:

ABI Inform Complete

ProQuest Direct

LexisNexis

Under the Research column, double-click Databases by Title (A-Z list) (under the Find Articles and Databases column).

You will be taken to an alphabetical listing of databases. Scroll down to your database choice, such as ProQuest Direct. Select it by clicking once on the link.