Part 1, Paper: Consumer needs and wants are what drive marketers to succeed in selling….

Part 1, Paper: Consumer needs and wants are what drive marketers to succeed in selling their products or services through a variety of methods. Describe the process from consumer need through purchase behavior. Then, discuss how each of the following items impacts the process of decision-making. For each item, support your discussion with a personal example of purchasing a product or service.

• The type of decision in the decision-making process (i.e., high involvement versus low involvement)
• Motivation and values
• The power of attitudes
• The type of message
• Issues related to purchase and post-purchase activities
• The family and culture

The Project Paper:

• Must be five double-spaced pages in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title page with the following:
• Title of paper
• Student’s name
• Course name and number
• Instructor’s name
• Date submitted
• Must use at least four scholarly sources in addition to the course text.
• The Scholarly, Peer Reviewed, and Other Credible Sources table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
• Must document all sources in APA style as outlined in the Ashford Writing Center.
• Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.

Part 2, Narrated PowerPoint Presentation: Address the following items in a narrated, 10-slide PowerPoint presentation. Each slide should reinforce the narration with informative and relevant visuals.

• Introduction
• Select a lifestyle group from the 11 categories listed on Nielsen PRIZM Premier Lifestage Groups, and discuss the characteristics and demographics of the group.
• Example of an Advertisement
• Select a segment from the lifestyle group you chose, and locate an advertisement that targets the lifestyle of that segment. Explain how the advertisement targets the lifestyle of that segment.
• Consumer Behavior Theories:
• Summarize five theories of consumer behavior and explain how each is reflected in the advertisement.
• Use one slide per theory (totaling five slides for this item).
• Conclusion
• Based on the concepts and how the segment behaves, describe additional recommendations to make the advertisement more effective in targeting this segment of consumers.

Record a narrated video of your presentation using Jing (or any process or application that yields a link to your presentation). Be sure to use a clear, audible voice and good pronunciation in your recording. Include a link to your video in your Part 1, Paper, and submit it to the classroom assignment basket. For instructions, refer to this tutorial on Using Jing to Capture a Video.

The PowerPoint Presentation

• Must be delivered in a three- to five-minute narrated video.
• Must be 10 slides in length (not including title and references slides) and formatted according to APA style as outlined in the Ashford Writing Center.
• Must include a separate title slide with the following:
• Title of presentation
• Student’s name
• Course name and number
• Instructor’s name
• Date submitted
• Must use at least three scholarly sources in addition to the course text.
• The Scholarly, Peer Reviewed, and Other Credible Sourcestable offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
• Must document all sources in APA style as outlined in the Ashford Writing Center.

Must include a separate references slide that is formatted according to APA style as outlined in the Ashford Writing Center.