In the first half of the course you have read about consumer behavior and strategy, cross-cultural variations in consumer behavior, the changes in American society including; demographics, social stratification, subcultures, families and households. Then we moved on to discuss group influences on consumer behavior, perception, learning, memory, product positioning, motivation, personality, and emotions.

The Mid-Term assignment is designed for you to demonstrate some of the consumer behavior concepts you have learned at this point with a practical consumer product. The board of directors and the president of John Deere have hired you as a consultant to look at their line of consumer products and lawn equipment. They are aware the demographics of homeownership are changing and they would like to position their entire consumer product line to address older consumers who are just retiring at the rate of 10,000 potential consumers per day, changing ethnicity of homeowners from Caucasian to Afro-Americans and Hispanics, and market to female buyers. Before starting this assignment, be sure to go to this site to see what John Deere markets under the heading of consumer products. You may be surprised at the width and breadth the consumer products John Deere has available for sale.

John Deere offers a very good credit program and has excellent resale value for used equipment you should leverage in your consultant assignment.

Specifically your consultant assignment is to keep the current consumers that are traditionally Caucasian males and expand the consumer marketing to sell all the products/services to new retirees, home and acreage buyers with different ethnicities, and sell products to females. The John Deere brand name is very strong and will not be changed. You want all of these consumers to think of the advertising slogan, “nothing runs like a Deere!” and have them willing to pay a premium price for a premium product. It is your decision whether you have one modified marketing message or multiple marketing messages for these new consumer-marketing segments. Please remember I am grading you on demonstrating your new skills in consumer behavior.

Your response must be complete and focus on the assigned topic, using terminology, and concepts presented in the primary textbook as well as supplementary resources. The normal length of the Mid-Term will be 4 to 6 pages of text range. Write in complete sentences, use good grammar, double-spacing, Times New Roman 12 point font, and with one-inch margins on all four sides of the text. Be sure to cite your references in the text of the Mid-Term and provide a list of references at the end of the paper using APA format. Remember to reference all work used in your Mid-Term.

Assignment Outcomes

Summarize consumer behavior in relation to perception of the product.

Demonstrate the process of product positioning in relation to consumer behavior.

Develop a marketing message for buyers, retirees, ethnic, and female consumers

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