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QUESTION

Effective personal selling is about shaping (some call it manipulating) Consumer Behavior. Knowing what individual variables a consumer possesses can help a sales

Assignment #3 (15% of the grade)

Topic:  Written Assignment #3 Identifying Good Personal Selling

by Observing Consumer Behavior Individual Factors at Work.

Background

Effective personal selling is about shaping (some call it manipulating) Consumer Behavior. Knowing what individual variables a consumer possesses can help a sales person tailor their pitch or approach. For this assignment, you need to watch one hour of a network selling channel (QVC or Home Shopping Network) or watch at least an hour-long infomercial. Note which individual influences that the host targets in their pitch process. Do they use self concept, how the consumer would feel or how the consumer would look at among their peers?(to name a few) There is a plethora of ways that these “hosts” sell products. Look for those individual difference variables that are unique to the individual and those that influence behavior. These variables include:

personality self-concept psychographics involvement motivation beliefs and attitudes perception learning
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