Posted: June 7th, 2014

Understanding the customer

Project description
For this assignment you will write a 2-3 page paper. You will be writing about the Consumer purchase decision component of a Marketing Plan.
Put yourself in the position of marketing manager for the small local restaurant organization (town population 6000)
-You need to gather some information before writing. Look into secondary literature regarding current information in restaurant sales.
– Identify your customers(include all demographic and lifestyle information) – identify location of customers(local,regional,national or international)
– Identify factors in customer selection of the products/services and brands, including remittances.
-identify/estimate the size of the total market.
-Identify market trends,including information about market studies and test marketing.
– List factors that affect purchasing such as: 1.seasons 2. obsolescence,3. tax considerations,4. price,availability,service,5.emotional considerations,6. all other

factors.
-will promotional activities be concentrated in specific markets?
*SAMPLE OUTLINE.*
title: consumer purchase decision
Introductory paragraph(write the thesis first .. the rest of the paper will flow from the thesis.combine both requirements in your introductory paragraph.)
section 1: Consumer purchase decisions
paragraph 1: specific steps in the decision process leading up to and following the purchase.
paragraph 2: factors and influences on the purchase decision
paragraph 3: how the steps might be the same or different for different products. (link back to strategy)
section 2: Market segmentation
paragraph 1: the process of segmenting the market for the product
paragraph 2: a possible target market for the product–use demographic teerms
conclusion paragraph : which links back to thesis.. do not introduce new ideas here. Combine both topics in the conclusion.
Provide references to support writing in all paragraphs.List your references in the text of the paper and at the end of the paper in a separate section.

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