principles of marketing 29

Choose an organization that markets to consumers (not one that you plan to use for your marketing plan assignment). Answer the following questions based on that organization.

  1. There are various factors influencing consumer behavior (see your textbook discussing characteristics affecting consumer’s behavior – cultural, social, personal, psychological…). Select two factors/characteristics and discuss how the target consumer’s behavior can be influenced by the same. Provide examples.
  2. Of the four types, what type of buying decision behavior would the target consumer that you described above, represent? Analyze.

Use quotes and sources for any source used (a minimum of two citations for all discussions).

I cannot use the organization Mcdonalds.

The textbook we use is the following

Principles of Marketing


Philip Kotler

Northwestern University

Gary Armstrong

University of North Carolina

Pearson logo.

New York, NY

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