Building a Consumer Psychological and Cultural Profile
Assignment 1 Objectives: To examine how psychological as well as cultural factors
influence consumer buying behavior. To apply these factors when creating a Marketing
strategy for a product or service.
Assignment 1 Description:
In the New Shoes simulation you will be marketing to three different target markets
(home, domestic, and foreign). It becomes important to understand the consumer
psychological and cultural profile for each market.
Create a PowerPoint presentation to present to the marketing team of your New Shoes
company to present a profile for your New Shoes consumer for the domestic and
foreign markets using the criteria below.
a. When Creating your Cultural Profile include the following elements:
i. Cultural Types
iii. Social class
iv. Communication (verbal and non verbal) that can impact the
v. Social ( networks, family, roles and status)
vi. Personal (age and life cycle stage, occupation, economics,
b. When Creating Your Psychological Profile include the following elements:
i. Consumer Perception of the product/service
ii. Why do consumers purchase this particular
iii. What are your consumers’ needs, wants, desires, and fears?
iv. What are your consumers’ beliefs and values that may
influence the purchase?
c. In addition, to the text book please review the following resources as well as those
in this week’s Student Resources area for assistance:
d. Your PowerPoint presentation should be at least 8 slides in length (not including
the Title page and Reference page). Ensure that your sources are properly cited
using APA formatted guidelines and include professional graphics. Here is an
example of a successful Reference slide with several web pages and an academic
Assignment 1 Parameters:
1. Accurate description and reference of all concepts and theories learned from
2. Practical examples of concepts that lead to continuing interest in the topic.
3. Synthesis of concepts and theories from other course activities.
4. Well-organized, clearly presented work ( free from excessive spelling and
5. Properly cited sources using APA 6 th edition.
6. Ensure use of the assignment rubric.