For this part you will have to develop an interview questionnaire and then conduct the interviews.
Keep in mind that you will need at least three consumers representative of your proposed target market to participate in these interviews. Finally, you will need to report the results.
The following is a list of issues you should address (this is not a complete list, because the issues are likely to differ from project to project). The example here is a marketing plan you are going to develop in order to successfully introduce Apple iPad4. The goals you have developed are for your target audience to promote awareness of new iPad4 and encourage purchase intention:
• What would your target market rather buy than the product you are promoting and why?
o What benefits do your target customers see to them? It might be that they like the reputation of the company, or something else you need to identify in the interviews.
o What costs do your target customers see to them? They might think the higher price or something else you need to identify in the interviews.
• What does your target market know about the new brand?
o Are target customers familiar with brand?
o Are target customers familiar with the new features of the new brand?
o Do target customers know about competing brands that provide similar features and benefits?
• What does your target market believe? What are your target market’s values and attitudes relative to the desired behavior?
o What benefits do target customers see in the new brand? “What’s in for them” to do this? If having a reputable brand to show their social status is more important than the price, then you will have to design messages accordingly in your marketing plan.
o What do target customers perceive the costs of buy the new brand?
o What other issues do the customers consider when purchasing the new brand?
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