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ABC Motor Company Consumer Behavior Proposal Outline

You are a consumer behavior consultant, for Integrity Research Corporation, a full-service marketing research and development company. Your client, ABC Motor Company, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new luxury hybrid car. You must develop marketing strategies to attract Generations X and Y in domestic and foreign markets. The company has a $40 million advertising budget for the new car model launch in the United States and China.

Create a proposal letter and outline at least 700 words for the ABC Motor Company, Board of Directors. This introductory letter will provide an outline, for the Week 8 Final Project in brief sections. Please address the following areas in your correspondence:

o   Introduction 

·         Define consumer behavior and explain why it is important.

·         Research both the competition and current information on luxury vehicles. Based on your research, what is the current consumer perception of luxury vehicles?

o   Project definition

·         Based on current information, what marketing strategies do you recommend? 

o   Program objectives

·         List the objectives of the study, making sure you explain the connection between the research and marketing strategies and how knowledge structures influence consumer behavior and their decision making process. 

o   Scope

·         Identify the scope of the research, geographical parameters, customer groups, or market segments to be studied. Using research, describe your consumer buyer and identify your target market’s demographics for Generations X and Y. 

·         Analyze the African American, Hispanic, and Asian-American subculture and the unique marketing aspects it entails.