Chat with us, powered by LiveChat MRKT 410 Consumer Behavior - Essayabode

Effective personal selling is  about shaping (some call it manipulating) Consumer Behavior. Knowing  what individual variables a consumer possesses can help a salesperson  tailor their pitch or approach. For this assignment, you need to watch  one hour of a network selling channel (QVC or Home Shopping Network) or  watch at least an hour-long infomercial. Note which Internal Consumer Behavior forces influences  the host targets in their pitch process. Do they use self-concept, how  the consumer would feel or how the consumer would look among their  peers? (to name a few) There is a plethora of ways that these “hosts”  sell products. Look for those Internal Consumer Behavior force influences that are unique to the individual and those that influence behavior. The Internal Consumer Behavior forces (to choose from) include:

personality

self-concept

values

involvement

motivation

beliefs and attitudes

perception

learning

Consumers are motivated to act by internal or external stimuli.  Typically, these actions are directed at satisfying unfulfilled needs.  There is a very strong linkage or relationship among attitudes, beliefs,  and behaviors. An attitude is a predisposition to react to a stimulus  in a consistent manner. In other words, if we are favorably disposed to a  product, we are likely to react in a positive way to anything related  to that product. Marketers are very interested in attitudes and beliefs  because they are highly correlated with behavior in the marketplace.  Brand loyalty is one indication of a strong positive attitude in a  consumer about a particular brand.

  1. It is important to note that while these factors deal with individual  behavior, marketers attempt to group consumers who share the same  profile into segments that are large enough to be targeted.
  2. Topic 1:  Watch one hour of a network-selling  channel (QVC or Home Shopping Network) or watch at least an hour-long  infomercial. This is essentially the introduction area where the  analysis needs to explain where the selling was observed (cable,  Youtube, live streaming, etc.). Identify who the host was by name, what  time you watched, and how you watched.  Also, give details as to why the  host(s) were chosen for this pitch (ex. were they an expert in the  area?).
  3. Topic 2:  Identify the three Internal Consumer Behavior  forces that influenced/shaped the host’s pitch. Identify (using  sub-headings, Topic 1-a, Topic 1-b, Topic 1-c) three of the seven  factors discussed above that you believe the host utilized to better  connect with target groups.  Based on your knowledge of the behavior of  other consumers, discuss the individual difference factors that affected  their sales approach giving examples of concepts that we’ve learned  under each appropriate heading (ex. discuss repetition of the message  under the heading LEARNING when talking about classical conditioning).  
  4. Topic 3: Rate the effectiveness of the host (1- not  at all effective, through 10- extremely effective). Explain the rating  using Marketing and/or Consumer Behavior terms and concepts.