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Essay / Research Paper Abstract
5 pages. This is a marketing case study in the consumer behavior of American male adults between the ages of 65 to 75 years of age. Included are examples of interviews of the target population as well as general attitudes toward marketing consultants and views toward shopping for products or services as well as other consumption related factors. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: D0_JAconbeh.rtf
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Unformatted sample text from the term paper:
age. Included are examples of interviews of the target population as well as general attitudes toward marketing consultants and views toward shopping for products or services as well as
other consumption related factors. TARGET MARKETS Refurbishing an existing marketing strategy in order to address the growing needs of a blending society is not always an easy -- or
recommended -- tactic for companies to adopt. It has, however become a necessary component in truly being able to identify target markets. It can be argued that in
its attempt to cover the entire gamut of possible customers, a given company may spread its marketing strategy too thin trying to incorporate all potential angles. The homogeneous segment
assumption might not be reasonable when all consideration for diversity is placed upon the back burner. Many companies have to walk a thin line that allow them to
market to the public as a single consumer pool, as well as to those who still represent the segmented portions of society. However, it is important that certain companies
realize that those who jump too fast on the homogenous marketing bandwagon must be cautious for the reason that the true distribution of heterogeneity is never known a priori; there
are cases in which a point mass summary might not be appropriate. For this reason this example essay paper takes a look at how a target market might be
defined and studied. DEFINING A SPECIFIC MARKET For the purpose of this paper we will look at a specific market segment, that of American-born males between the
ages of 65-75. In order to find where the majority of this specific audience is it is necessary to study demographic records that might look specifically at geographic locations,
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