Consumer Behavior

GUIDELINES
An assignment should not be taken lightly. If you want a top grade, do top grade work: write clearly, explain and support your answers, avoid misspellings, use caps when referring to brands or tradenames. Add relevant images when required. These can be answered in any format that you feel will best illustrate images and information.
double-spaced, Times New Roman 12 pt. (illustrations do not have space limitations).
ASSIGNMENT
● Read the article Phantom by Paco Rabanne: Artificial Intelligence + Human Emotion = Augmented Creativity. Describe the market research process behind the creation of Phantom, the most talked-about youth fragrance in recent years that aims to boost sexiness, confidence and energy in young males. Also, google: Phantom by Paco Rabanne for additional information into the research process, and include a visual of its robot bottle. Then, considering recent advances in Artificial Intelligence, do you think that AI will play a decisive role in product development, or do you believe that human needs and desires will remain essentially unknowable and that we will continue to rely on human intuition, guesses, hunches, insight and creativity? Briefly explain your
opinion.

● Sample the Phantom cologne by splashing a bit to your skin. The cologne can be found at Sephora, SSense, Macy’s, Nordstrom, Bloomingdale’s, Ulta, Perfumania or Perfume Americana. Write your impressions about the fragrance (for guidance, read the exceptionally fun and interesting review Paco Rabanne Phantom: Frankenstein Never Smelled Better) -it doesn’t matter if you are male, female or non-binary, express your opinion!!. Answer the following: what main scents or notes do you detect in the overall mix? Does the fragrance linger on and retain its character, or does it transform or fade away in a matter of minutes? What was your first impression/what did it remind you of? After having sampled it for a while, do you think the fragrance is interesting, or mostly hype? Based on what you know about your peers, could it likely boost confidence and energy or the wearer as advertised? And who could be its typical buyer, in terms of psychographics? Do you think it will be commercially successful -why or why not? (there are no right or wrong answers, express your honest opinion!!)

● As the economy recovers from the pandemic and cruise ships begin to cross the oceans again, please take a look at the websites of Regent Seven Seas Cruises and Royal Caribbean (www.rssc.com and www.royalcaribbean.com ); also, google both company names for additional information from the travel and business press. Contrast their corporate websites in terms of font, color tones, message and image they try to convey; list their lowest and highest price ranges; indicate their level of service/menus/amenities/ ambiance/types of destinations; and describe the target consumers each seeks to attract (likely social class, income, education level, occupation, psychographics). Add images from each cruise line to illustrate your points.

● List your seven major personality traits; then, using your own personal examples describe honestly and objectively the three traits that best explain your shopping behavior; also, indicate to what degree your clothing preferences reflect those traits: i.e., how close does the theory explain your individual reality? Be authentic and interesting!