consumer behavior paper

This project will take the form of an essay.
You are going to be required to change the behavior of a consumer by getting them to buy or like/interact with a brand they normally don’t respond to.  Who is that consumer you might ask?  You!  Choose a brand, product, idea etc that you are very against or not a fan of.  Then your challenge, using what you know about consumer behavior, is to come up with strategies to get you to actually like it. Hate the snuggie infomercial? Refuse to try a Doritos Locos taco? How could someone get you to change your mind?
This project builds off of project 1.  I still want you to make a consumer profile like you did in project 1 but this time you are the consumer!  So give me a breakdown of who you are (demographics, psychographics, personality, attitudes, shopping behaviors, hobbies/interests etc).  I want this independent of the product itself. The goal is to take all these little things about the consumer (in this case you) and develop personalized strategies to get this product to appeal to you.
For instance, (your example needs to be more detailed than this of course) I strongly dislike coldplay.  No real reason, they just don’t do anything for me.  How could they appeal to someone like me?  Well if I made a thorough description of who I am (Female, mom of 1, love and am very close to family, Syrian and my culture is important to me, love to workout (I teach a dance cardio class when we aren’t experiencing a pandemic), obsessed with Tracy Anderson, love to cook and bake, travel, things with birds on them, animals in general, country and pop and hip hop mostly music wise, I love to read, and watch Hallmark movies.  So based on this lovely list of things about me, how could Coldplay appeal to me?  Could they have their music featured in a Hallmark movie?  Duet with someone who might influence me? Make childrens songs? Have dance remixes?
I am hoping this illustrates the point.  Describe the target market in detail like project 1.  Then using these personal details you are more likely to reach someone and convince them to try you out or give you some attention.  So when I say “develop marketing strategies” I never want you to think of “use social media, have more sales etc.”  The whole reason consumer behavior is so important is because the strategies you can develop are more custom, more personal and so much more effective!

Okay so you are probably wondering how to set it up.
Here is a suggested format for your essay:
-Introduction (tell the reader what you are about to talk about – should just be a few lines- Who you are in a general way and what product you do not like)
-Background on your chosen target market (that in depth consumer profile of you- just like project one)
-What behavior change you would like to create (what product/thing are you trying to convince yourself to like/buy)
-Why this behavior would be good for the brand/company/world/you?
-Strategies for creating this behavior change (make these personal using the description you gave of yourself!)
-Evaluate your own strategies- How effective do you think they will be? Be honest.  This is the hardest part. Can you come up with a way to get yourself to change your behavior?

Odds & Ends:
-I don’t care how long it is.  1 is too short and more than 5 is probably a lot but if its captivating I will read it.  You are at a point in your careers where you should be able to write something that meets the criteria and is clear and concise without needing specific length requirements.  I don’t like rubrics or giving you lots of rules as I think it can limit you creatively (and rarely in a workplace does a boss give you lots of info- its like “go present in 5 minutes” and that’s all you get).
-DO NOT pick something you buy a lot or have tried many times.  Not liking the food at Burger King but you go sometimes is not the goal.  I want you to think of something you refuse to try/support/like etc.  This is practice for how to reach consumers who wouldn’t normally be interested in you!
-If you pick a company that you wouldnt buy from because they.. for example.. harm animals.  That is obviously the big thing they need to change but think passed that.  If they changed that… what else would they need to do to appeal to you?  You probably wouldn’t automatically forgive them and start buying from them.  How can they appeal to you in a more personalized way?
-Please do a spelling/grammar check.
-Have fun with this!  Projects don’t have to be boring.  If you aren’t excited, pick a different product.  Ask your friends and family what you don’t like
– use a different brand than project 1, I am a 21 year old white college student
-feel free to come up with activities and hobbies that I would have. In order to create a very detailed consumer profile for me.
– use vocab from the word banks I have attached.
– no bibliography or citations needed.

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