The purpose of the exercise is to give you an idea about what you might encounter as a marketer when it comes to understanding you consumer. The exercise attempts to empirically apply some of the major concepts under Cognition and Affect processes.

First of all, you have to decide on a certain product to be the base upon which you will address exercise requirements.The product can be of any form (good, service, idea, information, place, property, etc.). However, to get things more interesting, you need exclude convenience goods. It is preferable to answer for the following requirements through studying someone you know (a friend, a partner, a relative, etc...). If you cannot find anyone of help, you can study yourself; however, this will be consciously marked.

Secondly, you are required to conduct the following:

Construct a "structure of knowledge" for the product. The structure should include general, procedural and different levels of product knowledge. The more comprehensive you are in your thinking, the more MARKS you will get

Applying the laddering technique, develop a relevant "means-ends chain" for the consumer under study.

Analyze the potential impact of product-related marketing efforts on the consumer's structure of knowledge and means-ends chain. By marketing efforts I mean the application of the products marketing mix. The impact of marketing mix on structure of knowledge and means-ends chain should be addressed through its impact over consumer's attention and comprehension first.

Having developed both structure of knowledge and means-ends chain for the product, develop a multi attribute attitude instrument which underlines consumer's perceptions towards five major attributes of the product. Further, develop a measure of attitude towards the actual purchase of the product. The finished instrument should include four sections; beliefs about the attributes, evaluation about the attributes, beliefs about the behavior consequences, evaluation of behavior consequences. (4 marks)

Explain what you can a marketer, to guarantee a place for the product in the consideration set of other consumers.

Two important notes underlined to students on several occasions:

1.The report must start with a brief description of consumer under research

i need to apply this home work for laptop as product and i want mac-book pro laptop at apply on it .