Consumer Behavior Fundamentals

Weekly tasks or assignments (Individual or Group Projects) will be due by Monday and late submissions will be assigned a late penalty in accordance with the late penalty policy found in the syllabus. NOTE: All submission posting times are based on midnight Central Time.

Research is the cornerstone of understanding the customer. Various tools exist to help you understand how the customer views or perceives a brand, with the ultimate goal of influencing him or her to buy the brand.

An advertising agency created the brand asset valuator (BAV), which applies 4 factors to a brand: differentiation, relevance, esteem, and knowledge. Click here to study the BAV and see how this system affects the perceived value of a brand.

Create a PowerPoint presentation that describes the research tools that you can use to find out more about customer buying behaviors. Your PowerPoint presentation of 4–6 slides should be in the following format:

• Slide 1: A description of your brand
• Slide 2: A description of your target customer
• Slide 3: A description of BAV
• Slide 4–5: 2 factors from BAV that you will use to connect the brand with your customer
• Slide 5–6: Conclusion slide about why these factors are important in making your customer aware of the brand, with the end goal of influencing their buying behavior