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BUS 134A Consumer Behavior

tag 0 Download 5 Pages / 1,170 Words tag 23-06-2021
  • Course Code: BUS134A
  • University: San Jose State University
    icon is not sponsored or endorsed by this college or university

  • Country: United States


Consumer Diversity

Assigned Consumer Group:  Hispanic Americans

1. What have you learned about this particular consumer group? Discuss at least 5 characteristics of the consumer group. For example, the baby boomers generation has the largest population size – 78 million people.  For another example, brand positioning that focuses on establishing identity, rebelling, or peer acceptance is more effective among the teen and Gen Y market. 

2. How to market Car Insurance to Hispanic American consumer group? Create an ad (print or video) and name 3-5 media on which you will place the ad.

Ad Copy (text of a print or video ad):

Visual (rough sketches):

Media (e.g., YouTube, billboard, ESPN, and TIME):

Claritas’ PRIZM

1. Which consumer segment best describes you? And what other Lifestyle & Media Traits would you like to add to the existing list based on your consumption?
2. What’s your evaluation of this segmentation tool in assisting marketing practices?
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