Paper instructions:
Assignment 3: Information Searches

In this assignment, you will be required to detail a

consumer’s shopping experience and decision making.

Use consumer products of your choice to illustrate your

examples.

Write a five to seven (5-7) page paper in which you:

Define low involvement, medium involvement, and

high involvement purchases.
Discuss what marketing actions undertaken by the

makers of your chosen product would spur the

consumer to search for information for low involvement

purchases, medium involvement purchases, and high

involvement purchases. Incorporate principles

regarding problem recognition and reaching the

consumer’s desired state. Use Figures 14-1 and 14-2

in Chapter 14 of the text as a guide.
Provide between three to five (3-5) pictures of

products in each category. Note: The graphically

depicted solution is not included in the required page

length.
From the information searches outlined in Figure 14

-1, determine which of them is appropriate for each of

the purchase categories.
Recommend at least three (3) alternative strategies

to increase sales for products within that category that

you had previously suggested. In your

recommendations, include where the suggested

products fall in the evoked, inert, and inept sets.
Develop a perceptual map for ten (10) high

involvement products of your choosing using Microsoft

Word or an equivalent, such as OpenOffice. Use

Figure 16-2 in Chapter 16 as a guide when creating

your perceptual map. Note: The graphically depicted

solution is not included in the required page length.
Determine which evaluation criteria you would use

on the axes of the perceptual map for each of the

purchase categories. Support your position.
Use at least three (3) quality academic resources in

this assignment. Note: Wikipedia and other Websites

do not qualify as academic resources.