Consumer Psychology (Related to Marketing)
Apply the knowledge (e.g., theory, methods, technique, etc.) in consumer psychology to analyze and understand why a particular marketing behavior brought negative consumer behaviours. Analysis should target one or more of 4Ps (Price, Promotion, Product, or Place) to a particular segment of consumers. You are expected to identify a negative marketing behavior that a company used. The negative marketing behavior includes, but not limited to, failure to identify needs, goals, or wants, poor methods to promote or distribute offerings, or mismatch between quality and price of offerings. Some guidelines for completing the project are the following.
Guideline
1. Target a specific marketing behavior a company used. The length of proposal is limited. Therefore, it is advisable to choose very narrow and specific marketing behaviour with sufficient background information.
2. Use the knowledge (e.g., theory, methods, technique, etc.) of consumer psychology to understand and explain a marketing behavior. The knowledge is not limited to the textbook materials.
3. Think about the ways to express ideas in proposal. Proposal requires solid logic and proficient writing skills to convince readers. Do not assume readers understand what you are expressing without presenting necessary information.
4. The maximum length of proposal is 4 pages (double-space, 12 points, Times New
Roman) excluding the title page and reference. Paper should follow APA style (APA manual 7th edition). Title page should include title, name, and UofL ID number (9 digits).
Sample Solution
Social media has become an increasingly important platform for companies to promote their offerings and reach out to potential customers. However, if not used properly it can lead to negative consumer behavior. This is exemplified by a case study of the cereal brand Cheerios where the company faced backlash from social media users after posting about their “Love Your Heart” campaign (Kotler & Armstrong, 2017). The campaign encouraged users to show love for their hearts by taking part in activities such as running or eating healthy foods like oatmeal. This was accompanied by a promotion that offered free samples of Cheerios with any purchase of oatmeal.
However, the promotion was seen as insensitive by many due to its price point which was deemed too expensive for many people who had limited budget options when choosing breakfast items. In addition, the tone-deaf messaging coupled with a perceived lack of consideration towards target consumers led some social media users to criticize the company for failing to meet their needs or take into account economic inequalities in society (Kotler & Armstrong, 2017).
This example demonstrates how poor pricing strategy and disregard for target customer segment can lead to negative consumer behavior on social media platforms . Companies must be mindful of how they approach different segments so as not to alienate potential customers while attempting promotions around price points and products being offered . Moreover , marketers should consider factors such as affordability , lifestyle choices , values and beliefs , age group etc while creating campaigns across all marketing channels in order maintain positive relationships between organization and consumers.
