You have been asked by your organization to conduct research and prepare a paper regarding consumer groups and behavior. Select a particular consumer group that is of interest to you and analyze its demographics, psychographics, attitude, and lifestyle and make recommendations on a marketing campaign for the selected group. Specifically, your paper should:
- Identify the demographics, psychographics, and lifestyle of the group
- Identify any historical data of the selected group and describe what role that culture or sub-culture plays on the groups consumer behavior
- Identify any group identifiers
- Describe the role of group dynamics and the role that these groups play on consumer behavior of the selected group
- Discuss the group’s decision-making process to include:
- Explaining alternative evaluation
- Describing what a company/product can do to improve sales
- Explaining post-purchase dissonance and how it might affect sales
- Recommending techniques for reversing alternative evaluation and post-purchase dissonance
Present your findings as a 4-5 pages Word document formatted in APA style.
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