International Consumer Behavior: To launch a new motor scooter in Turkey

Question 1: Define your product or service

• What is its function?
• Who is the target audience?

• How is the product or service acquired, used and disposed?

Question 2: Analyse the macro consumer picture
Be very country-specific:

• Population
• Economics
• Usage
• The Turkish people and their behavior

Question 3: Analyse the micro consumer picture
How would you uncover and use the segmentation information
about your target audience?

Question 4 :
From the "consumer looking out" perspective,
how would you use such factors as motivation, exposure, knowledge,
attitude formation, etc.

Question 5 :
From the "marketer looking in" perspective,
what information and techniques would you tell or instruct your sales
force / advertising agency / store designer / marketing team /
public relations agency / etc. in order to improve sales or increase usage.

References?