Week 4 – Discussions
Utilizing the REQUIRED ;text:
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson.
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Answer ;BOTH ;1 & 2:
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- Family and Social Class
; One hybrid method of segmentation that examines both social class and
; geography is called geodemographic clustering. ; Visit the Nielsen website. Click on Zip ; Code ;Look-up tab, enter ;zip code 78108, and note the results. Then enter another that is
; different ;but within driving distance. Describe the segments
; and their characteristics and answer the following items in your post:;
- ;Is your family demographic information similar or ;different from the Prizm report? Explain.
- Explain your findings from the data as it relates to ;you as a consumer such as:
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- Does the report represent ;your buying behavior?
- Do the merchants and shops in ;your areas align with your demographic?
- Do you visit the merchants in ;your area or go out of the area? Why or why not?
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; ; ; ; ; ; ; ; 3. Compare and contrast the population median age, ;income, consumer spending and per ;household of the two zip codes. ;
- What are the similarities and differences between the geodemographic clusters?
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2. Subcultural and Cross-Cultural Influences ;
As companies look for additional opportunities to market their goods and ; services in new markets, they may consider transitioning into a new ; cultural environment. ; Even if the firm has done its homework, the ; transition to a new culture can be challenging. Research a product or ; service that has successfully transitioned from a single culture to either ; a subculture or cross culture. Answer the following questions in your ; post:
a. What challenges were faced?
b. ;How were they overcome? ;
c. What are the differences between both and the similarities?
d. Why are cultural differences sometimes easy to overlook?
e. Is the product successful in the “new” culture?