Consumer Behavior

ASSIGNMENT TITLE 1. Assignment Two – “Armed to the Teeth” DETAILED DESCRIPTION OF ASSIGNMENT (a) Better understand and interpret brand performance measures
(penetration, purchase rates etc.) and the broader concept of competitive structure, the “Duplication of Purchase law” and the idea of market partitions –
that is, pockets of the market comprising certain brands that compete more intensely with each other and less intensely with the rest of the market. (b) Use
this understanding to consider a marketing issue. As the brand manager for Ultrabrite toothpaste you have the task of doubling the brand’s market share over
a two year period – how will you achieve it? This exercise takes you through the process of analysing real consumer goods data. It uses data on ‘toothpaste’
purchases from the UK. What is special about this data set is that it comprises information on market share, market penetration, purchase rates, and
duplication of purchase – information often available to marketing managers. Therefore the data provides the opportunity to apply consumer behaviour
principles to brand-level competition but also to examine the broader competitive level of product type. Your task is to work through the 14 exercises in
Section 3 and answer the numbered questions that appear through the exercise. The assignment is due Week Ten (Week Commencing 30th September). The assignment
is to be submitted through Turnitin no later than 4-30pm Tuesday 1st October. The hard copy of your assignment is to be handed in to your tutor at the start
of your tutorial on Wednesday 2nd October. Please write this assignment in 12 point font, 1.5 spacing. You will need to reference where appropriate. Further
information can be found on Webct/Blackboard.

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