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MKTG 3325 Consumer Behaviour

Project #1 Ethnic Subcultures

Visit two toy stores and observe the various toys that are for sale to ethnic subcultures. Write a report summarizing the range of toys available and specify the intended racial or ethnic markets. Are there any major differences in the stores you visited? Which do you prefer? Explain.

Project #2 – Age Subcultures

Visit two large department stores and determine how they appeal to the teen market. How does the design of the teen department differ from departments targeted at other age groups? Do salespeople differ? Does promotion seem to differ? Which store has done a better job of targeting the teen market in your opinion? Explain.

Project #3 - Cultural Influences

Interview a middle school, junior high or high school student, and your closest friend. Find out what new words their group is using this year. What do they mean? What new products are they using to prove that they are “in”? How can they spot persons that obviously do not belong to their groups? What words or products are now “out”?

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