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Analysis of External Influences on Consumer Behaviour

Hi so this is again another project for my business

Section 1: Cultural and Value Analysis

In this section, you will conduct a cultural and value analysis of your product by answering the following questions.

Focusing on hugo boss perfume product, answer the following.

Find two different print advertisements for this chosen product in two magazines that are targetted to different audiences. Provide the URL, a scan, screen capture, or other visual for each.

For each advertisement, analyze the contents in terms of the written and pictorial aspects.

How are these values portrayed to the target audience?

Focusing on hugo boss product, produce an analysis of cultural influences by answering the following questions.

Identify the core values most relevant to the purchase and use of this product.

Determine whether these values encourage or discourage use or ownership.

Discuss whether these core values are shifting upward, or downward.

Create a print advertisement for this product. (The result is not expected to be of publishable quality; just do your best.) Show how you would use your knowledge of cultural values to develop an advertising message. How would you portray these values to your target audience?

What symbols would you use in your advertisements? Discuss their effectiveness in conveying the desired product image or characteristic

Section 2: Subculture and Social Class Analysis

Discuss multi-cultural marketing strategies that you would use to market this product that would successfully target consumers in several different racio-ethnic subcultures?

Identify two other subcultures and discuss various strategies you would apply to reach specific groups in your target market.

What is the significance of social class to you as a marketer? How would the difference in social class influence the marketing of this chosen product in terms of the following?

Product lines and styles

Advertising media selection

The copy and communication style used in advertisement

Payment policy

Section 3: Analysis of Reference Groups and Family

With this chosen product in mind, who would your target market consider their reference groups?

Consider choosing a superstar or celebrity to promote this chosen product. Who would that be? Discuss the reference group factors that you would raise when negotiating the hiring contract with the superstar or celebrity.

Section 4: Analysis of Consumer Influences and the Diffusion of Innovation

Why is an opinion leader a more credible source of product information than an advertisement for the same product? Are there any circumstances where information from advertisements is likely to be more influential than word of mouth?

Section 5: Virtual Communities

Visit and provide the URL of a virtual site where loyal customers of this hugo boss perfume product help one another to evaluate the quality of choices in the marketplace.

How are these virtual communities shaking up the ways businesses are operating?

For this chosen product, provide recommendations for a promotional campaign

Skills: Marketing, Market Research, Consumer Products, Business Analysis, Internet Marketing

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