Marketing Management - Assignment Example

Task Marketing Management The major cultural factors that could affect the introduction decision are consumer perceptions and behaviours. These factors are critical to the overall success of the marketing process as they influence consumers’ decision making process (Boone and Kurtz 137). In market segmentation, and when conducting the marketing mix, the market will also be influenced by these factors in developing an appropriate approach for reaching the target market. Since the product is aimed at a specified group of individuals, demographic marketing approach will be used.

It will be essential for the marketer to consider the consumer behaviour and perceptions, regarding soft drinks.The element of self-image is encompassed among many personal attributes like perceptions and attitudes, as well as many others that influence an individual’s decision making process. The element of self-image can be termed as a highly reliable predictor of consumer choices. Many consumers make choices based on their personal desires despite having other social factors influencing their buying decisions (Aghdaie and Khatami 134).

A consumer will purchase products that they feel provide them with value for money based on their perceptions of self, making self-image a predictor of consumer purchasing behaviour. The consumer market for briefcases would be mainly focused on considering the reasons why the market is involved in purchasing briefcases. This would involve the consideration of the persons involved in conducting the direct purchase of briefcases. It would be essential for the marketers to understand the times when the products are bought the most in order to use this period for maximising sales.

After determining these critical factors the marketers can focus on delivering the briefcases to outlets that have prospects of selling briefcases.Works CitedAghdaie, Seyed Fathollah Amiri, and Farhad Khatami. “Investigating the Role of Self Confidence and Self-Image Proportion in Consumer Behavior.” International Journal of Marketing Studies 6.4 (2014): 133–143. Print.Boone, Louis, and David Kurtz. Contemporary Marketing. 15th ed. Chicago: Cengage South-Western, 2012. Print.