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Consumer Segmentation Analysis Project

Purpose: The purpose of this assignment is to assess your understanding and comprehension of targeted customers through the attitudes, beliefs, motives, and decisions that underlie consumer behavior. Your goals are to 1) analyze a product or service using PRIZM, 2) answer the following questions below, and 3) present your answers in a video presentation through Microsoft PowerPoint. Be sure to review the Tips for Recording Your Presentation without an Audience video before submission.

Resources and Helpful Links:

• Microsoft PowerPoint recording instructionsLinks to an external site.
• PRIZMClaritas Zipcode Look Up website
• USM APA tutorial and USM Writing Center – You will need to cite your resources in APA format
• Purdue OWL APAresource
• Grammarly to improve your quality of writing

Instructions:

An analysis of a product or service will be constructed using consumer segmentation tools (e.g., PRIZM) to provide solutions to which target market to consider. The segmentations should be consistent with your product or service and target market. Using Microsoft PowerPoint, you will answer the following questions below and analyze the segments you identified for your product/service. Your quality of writing and oral communication skills will be assessed including reference to theories and concepts you have learned and APA formatting.

Tasks to Complete:

• First, select a local product or service that exists only in Mississippi but you think could expand into other states.
• Second, answer the following questions regarding your selected product/service.
  • Provide a brief introduction of the company  and its currenttarget market (include any demographic, geographic, and psychographic information).
  • Utilize PRIZMClaritas Zipcode Look Up and enter the zip code of where your selected company is located. Review the top segments in your area.
  • Next, identify three potential segments to expand into other states, describe each segment, ANDexplain why these three segments were chosen. Include the three new zip codes, cities and states, and the name of the segments.
  • Then provide a recommendation of the best segment and city/state of the three to expand into ANDexplain why. At a minimum, you must reference the theories and concepts you have learned related to consumer lifestyles, psychographics, and demographics in Chapter 6.
  • Include the infographics provided by PRIZM to enhance your recommendation.
• Create your PowerPoint slides (no more than five slides excluding title and reference pages) with the information above.
• Last, record a 2-minute (max) video presentation in your PowerPoint slides analyzing the product/service and its segmentation using Microsoft PowerPoint. Your video and the PowerPoint slides should be recorded on one screen.
  • Presentation attire is required.
  • Eye contact with camera.
  • Record in a quiet room with bright lighting. Have lighting in front of you (no windows behind you).
  • Practice your presentation before recording.
  • Do not read off slides. Present as if you are in a meeting or classroom.
• Upload and submit your PPT file as your Firstname_Lastname_Segmentationto Canvas by the due date.

As a reminder, you are strongly encouraged to use Grammarly to assess your quality of writing before submission.

• • You should score at least an 85 on Grammarly for your assignment.
  • Refer to the syllabus regarding Tips on Using Grammarly. Make changes as necessary. Grammarly is not perfect. Use common sense.