Consumer Behavior

Our behavior as consumers is also influenced by our culture and the subcultures we belong to. Refer back to the Marketing Pitfalls Section 14.6 (Chapter 14) when addressing the following:

· Identify a similar example of an unsuccessful market entry by a global product. Include a copy of the ad or example in your paper.

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· Describe the reason why it failed as related to consumer behavior, culture, and subculture.

· Explain how you would more effectively market the global product in that country. Refer to at least two influential elements in consumer decision-making (learning, memory, perception, motivation, attitudes, lifestyle and values, groups, family, social media, income and social class) that would help you market that global product in that region more successfully.


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