Marketing—“Consumer buyer and Behavior” Research Paper

The topic is Sephora. 

NO PLAGIARIZE!

Every instruction is in document. Please read the instruction CAREFULLY. 

3-4 pages. Structure business-like style. Double space, use one-inch margins and a 12-point, sans serif font such as Tahoma. Use APA style for referring to sources/cites within paper and in the reference list

One Academic Journal source, and three legitimate industry sources like Hoover’s, Pew Center.org, Business Insider, WSJ, Forbes, etc.

Marketing – Consumer Buying Behavior

Writing Assignment #

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–Market Segmentation & Consumer Research

Topic—Sephora

This paper examines research on marketing segmentation and consumer behavior. Consumers are segmented into four categories including: 1) geographic, 2) demographic, 3) behavioral/benefits sought and 4) psychographics…Important FYI – demographic factors often tend to be top of mind predictors or explanations of shopping patterns – but, please do not stop your research there…you must also analyze the other three categories in order to determine the complete “picture” or “story” of your ideal target consumer. This paper CHALLENGES you to examine current research on market segmentation and consumer behavior and also encourages you to use shopping data from secondary sources such as the MRI Reporter Database, Claritas/Segment Explorer, Hoovers, VALS, etc.

Your paper should begin with a title page that includes the title of your paper. The content portion of the paper should be 3 to 4 pages maximum and should include four headings that are bolded and underlined:
Introduction with a clear/action-oriented thesis statement
;
Research Findings
;
Conclusion/Recommendation
and
Works Cited
. Use page numbers as well. You need to choose a specific demographic to analyze first…Examples:

· 1) You could analyze the differences of how a car company, (like Buick) segments and targets 30-something Millennials

· 2) You could do a similar analysis of how Mercedes Benz segments and targets Baby Boomers between the ages of 55 and 65

· 3) Analyze how “Brides/Grooms To Be” are segmented/targeted before and after the wedding by companies such as “Macy’s and TheKnot.com”;

· 4) Analyze how pregnant mothers are targeted/segmented before, during and after childbirth by companies such as BabiesRUs, Amazon.com and BabyCenter.com;

· 5) You can even choose something controversial if you’re so inclined i.e. how poor communities are targeted/segmented by fast-food chains; or how children are targeted/segmented by toy companies, cereal brands, soda brands, etc.

· Please note, there is a ton of demographics to choose…All topics must be pre-approved by me (Professor).

(label out the “Introduction” section )In the introduction, clarify the focus of the paper and develop a thesis statement on the value and potential usefulness of your findings, meaning how will marketers use your findings for predicting and/or explaining a specific consumer behavior(s). The introduction should engage the reader and describe what the paper will address. In other words, what are you trying to prove to the reader via your findings and conclusion/recommendation? The thesis should be towards the end of the intro and should directly state: “This paper will prove how…or show how…or demonstrate how…”

(label out the “Research Finding” section)In the findings section, make sure you reflect on your findings and integrate this new knowledge in your own words/interpretation, do not regurgitate information from the articles (this is not a book report). You need to synthesize your research and defend your position as if you were a marketing consultant. You should also identify areas of agreement in past research and areas of disagreement or controversy, if relevant to your topic.

(label out the “Conclusion” section)In the Conclusion/Recommendation section, clarify whether or not your hypothesis is supported via your research findings. Define demographic generalizations and state whether or not you used these in your own research and if they proved valuable or not. Finally, provide the client with ideas of how to use your research findings to make effective marketing/CB decisions that would impact the brand currently and/or in the future.

In the Works Cited section, you must include at least one academic journal source, at least three other legitimate industry sources and one data base source. The “Works Cited” page should be a separate page from the rest of the document. Cites should be numbered to correspond with the references you make throughout your paper. Each cite should be single-spaced and separate cites should be double-spaced – do not use indents.

To learn about recent research on market segmentation and consumer behavior, particularly the demographics of age, gender or race/ethnicity, access the Business Source Premier database available through the Temple University library website and locate
at least one relevant academic article published since 2005 and
at least three legitimate industry/trade sources, published within the last three years
, from the internet, Paley library, print media, etc., Make sure these sources are legitimate, accurate and current. FYI, Wikipedia, US Weekly, and the National Enquirer are not legitimate sources. Relevant examples of academic journals include Journal of Consumer Research, Journal of Marketing, Journal of Consumer Behavior, Journal of Retailing, Journal of Consumer Marketing, Journal of Consumer Affairs, and Young Consumers. Examples of legitimate industry/trade sources include Advertising Age, Forbes.com, NYTimes.com, WHYY radio, The New Yorker, etc.

Writing Style

Adopt the tone of a marketing professional writing a report for a colleague or client. Use structured business-like style. The introduction captures the reader’s interest, introduces the topic, and expresses the main idea/thesis of the paper. Each section of the body of the paper is constructed of well-organized paragraphs that open with a topic sentence and provide supporting details and evidence. The paragraphs in the body of the paper include closing statements that explain why the information is important and/or the implications of the research. The conclusion summarizes the key findings and re-states the main idea or thesis. Do not number the title page, but number the rest of the pages. Double space, use one-inch margins and a 12-point, sans serif font such as Tahoma. Use APA style for referring to sources/cites within your paper and in your reference list.

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