Topic: Choose a product category (not a brand) and describe it. What consumer segments exist in the market?
Choose a product category (not a brand) and describe it. What consumer segments exist in the market? Use the consumer problem-solving model to structure your analysis. Choose six to seven issues from the list given below:
1. How does problem recognition occur for your product?
2. Describe the internal/external search process? What sources of information are used? When? For what purpose? How do these inputs affect consumers?
3. Describe the knowledge and involvement consumers have about your product? Is symbolic meaning important for your product? What types of means-end chains might they have?
4. Describe the interpretation processes consumer might have about your product? Is exposure likely to be accidental or intentional? Is comprehension likely to be shallow or deep?
5. What about consideration sets? Which brands might be included?
What beliefs exist about important brands and products attibutes? What are the salient attributes?
6. Discuss strategies consumers may use to make product choices? Which model best predicts choice?
7. What are consumers’ attitudes towards brands in the category? Do strong subjective norms exist? What kind of brand loyalty?
8.Is there role specialization in the buying process? What are the relative influences of family members? Are there any important social, reference group influences?