AB 219 Unit 5 Consumer and B2B Marketing

AB 219 Unit 5: Consumer and B2B Marketing

Respond to your Discussion topic after you have completed your Reading and Learning Activity.

Consumer Buying Decisions

Many businesses would like to get inside the minds of their customers to know what they are thinking. This can be accomplished through understanding the factors that influence consumer buying behavior. Follow these three steps to complete this Discussion topic:

Step 1: Go to the Strategic Business Insights® (©2009-2014) website and take the VALS® Survey by copying and pasting this URL into your Web browser: http://www.strategicbusinessinsights.com/vals/presurvey.shtml This survey determines a person’s consumer preferences, attitudes, etc.

To Receive an Accurate VALS Type:

By design, the questions are for use by people whose first language is American English. If you are not a citizen of the United States or Canada, residency should be for enough time to know the culture and its idioms. If you do not meet these conditions, your VALS type will not be valid.

Step 2: Choose a car manufacturing company from the list and visit the company’s website to conduct an information search and evaluate the alternatives of the complete product offering.

Step 3: Using research from Chapter 6 in your textbook, write your response to the following questions pertaining to consumer decision making:

Based on the information you gathered and alternatives available on the company website you explored, which vehicle offering seems to be the most relevant to your needs? Explain why?

Using the results of the VALS survey, describe the accuracy of results and relate them to your vehicle choice.

Select three (3) of the factors discussed in Chapter 6 (Exhibit 6.3) that affect consumer buying behavior and explain why they would impact your decision to buy the vehicle most relevant to your needs.

To obtain full credit for this Assignment, you must answer the available topic as thoroughly as possible. Your answer should be thoughtful and composed using complete sentences. Please follow the Discussion guidelines as provided in your Syllabus.

Be sure to comment on at least two of your classmates’ posts. Your comments should be substantial and well-reasoned. Just agreeing with comments of another student does not fulfill this requirement.