Write a three-page paper analyzing how a company uses the Internet, including its website and social media, to educate customers about its products, build brand recognition, and influence consumer behavior.
Each consumer is distinct because of their unique composition of traits. However, groups of consumers can be identified based on the individual traits that they share. By studying a consumer’s age, gender, ethnicity, and income, marketers are better able to predict behavior.
Yet specific pieces of demographic information alone cannot be calculated or analyzed in the same way as financial sales figures. Behavioral predictions that are based on demographics are more likely to provide insight into what direction a company should take its products, rather than providing a specific answer.
For example, the age of a consumer might be seen as a determinant of whether she will purchase a motorcycle. You might predict that younger people would be more likely than older ones to buy a motorcycle. Harley-Davidson, however, knows that age is not the only key determinant. The median age for the purchaser of Harley-Davidson’s motorcycles has been rising over the past five years and is now approximately 47 years! However, the typical Harley owner does not just fit in that age category. The typical Harley owner also fits a certain income profile. The median income of a typical Harley customer is at least $80,000 per year. So for Harley-Davidson, the age of the consumer and the income together help paint a clearer picture of a typical customer.
Most organizations use the Internet to help customers better understand their products and to allow them to become more familiar with their brands.
Select a company that has a website and social media presence. Write an analysis of how the company uses the Internet to better educate its current and potential customers about its products (that is, goods and services) in order to build greater brand recognition.
Complete the following:
- Select a firm that uses the Internet to offer consumers detailed and helpful information on its products.
- Describe the selected firm and its business.
- Locate the firm’s website. Analyze the website and how the firm uses it for brand recognition. Provide the website address in your analysis.
- Explain how the website is used to educate customers about the firm’s products. Provide examples.
- Analyze how the company uses social media to create a favorable impression of the firm with customers.
- Examine how the company uses its website or social media to show it is ethical and socially responsible.
- Describe how the strategies used may affect customer behavior toward the firm’s products.
Use proper APA style and formatting. The content of your assessment should determine its length. Visit for help with APA.
Your paper should also meet the following requirements:
- Written communication: Written communication is free from errors that detract from the overall message.
- Page length: Minimum of three pages.
- APA Format: Use appropriate APA format for a clear, concise presentation of information. Communicate information and ideas accurately, utilizing peer-reviewed sources, including proper APA reference citations.
- Number of resources: At least three APA-formatted in-text citations and accompanying congruent APA-formatted references.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and scoring guide criteria:
- Competency 1: Analyze market segmentation.
- Describe a firm that uses the Internet to provide brand recognition and information about its products to customers.
- Competency 2: Explain human motivation and the relationship to the consumer decision making process.
- Analyze how a firm uses the Internet to educate customers on its products.
- Competency 4: Analyze ethical marketing approaches to consumer behavior.
- Analyze how a company uses the Internet to relay ethical behaviors.
- Competency 5: Communicate effectively using professional standards embracing diversity, equity, and inclusion.
- Describe how the strategies used by the firm may affect customer behavior.
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