consumer behavior

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consumerbehaviorwritingassignment.docx

Attempt all questions. Please organize your answers with appropriate headings and subheadings. Be creative, precise, and to the points when answering these questions. You need to conduct further research to provide ample evidence or data to support your arguments. I am expecting about 3-5 pages, double-spaced.

1. Perception (Chapter 8)

Hershey created a line of upscale chocolates called “Cacao Reserve by Hershey’s.” The company created fancy packaging, priced the product at the high end, and did little mass marketing for its new product. Initial sales were disappointingly slow even though the premium chocolate market is growing nicely, with brands like Ghirardelli faring well. As a consequence, Hershey almost immediately (within six months) dropped its prices and started mass advertising. The product ultimately flopped and was discontinued.

why do you think Hershey failed in its move into the premium chocolate market? Do you think the adjustments were the most appropriate, or could Hershey have taken other steps?

2. Attitudes and Influencing Attitudes (Chapter 11)

Suppose you wanted to form highly negative attitudes toward smoking among college students

.a)Which attitude component would you focus on? Why?

b) What type of appeal would you use? Why?

3. Situational Influences (Chapter 13)

Assume you’re planning on opening a small business of your choice, ........................Insert name of your business here..............................................., in the town where you live.

You’re considering how to design the physical environment (atmospherics/servicescape) for your business. Write any TWO examples of the physical surroundings for each of the following that can influence potential consumers’ consumption behavior.

a. Music:

i.

ii.

b. Color:

i.

.ii.

.c. Store location:

i.

ii.

d. Store layout

:i.

ii.

.e. Aromas:

i. .

ii.

f. Products or services:

i.

ii.

g. Temperature (e.g., air-conditioning or heating):

i.

ii.