consumer behavior 5 papges
This project provides a hands-on opportunity to understand specific behaviors that consumers
engage in. The project will be conducted in a group. Projects must focus on understanding the
consumer decision-making process relating to a particular product, service, or other consumer
offering (e.g., movie theater, detergent, financial/health service, furniture, automobile). You may
also find it easier to focus on a particular company or brand. For example, you may want to
consider some of the following questions: What are the pre-purchase, purchase, or post-purchase
processes for consumers? What are the most relevant external influences on these processes?
What can the companies learn from these processes and how can they influence them? How
should the companies change their marketing strategies to improve image and product
positioning, the acquisition process for consumers, to enhance consumer experience with the
product, and influence consumer satisfaction and loyalty?
When deciding on your topic, your group should first find and read secondary research relevant
to your topic (e.g., using searches of Fortune, Business Week, WSJ, and media in the LexisNexis
Academic database, etc), to give yourself some understanding of what are likely to be important
issues for marketing managers in selling this product/service/offering. During the course of the
semester, your group will investigate your topic using two exploratory research methods: a)
focus groups and b) an additional method selected from a variety of methods commonly used in
marketing research (e.g., in-depth interviews, surveys/questionnaires).
A transcript of the focus group as well as any depth interviews or surveys used but be included in
the appendix. You must conduct at least one focus group and at least five depth interviews or 20
surveys/questionnaires.
The write-up should include a discussion of each step of the decision-making process,
background information about the product, service, or other consumer offering that you chose,
that includes a discussion of the companies’ current marketing strategy. A discussion of external
and internal influences. A discussion for how to acquire new customers, enhance the customer
experience, influence consumer satisfaction and loyalty. As well as include recommendations
that address all 4 P’s.
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REQUIRED CONTENT DETAIL:
• The information presented must come from a minimum of three reliable academic sources;
***your Textbook and my notes do not count as sources, but should be used as a
starting point before analyzing your topic.
• Each member must do academic research and each must use at least 3 different sources of
information; different from their group members
• This is a research project. Each member must present content.
• Your presentation must include several visuals to illustrate your analysis. You may use
newspaper ads, magazine advertising, television commercials, internet sources, radio ads,
etc.
Upload to Final Report to Blackboard by 5PM on 4/27/17 to include:
• Cover page with title, group member’s names in full, and date
• Summary outline of the topics covered.
• Research Paper
References/Citing Sources:
• Dictionaries, Encyclopedias, Wikipedia will not be considered as sources
• Wikipedia should only be used as a source to find more solid credible academic sources (See
the bottom of any Wikipedia page to explore their sources)
• If you find examples of images or YouTube videos these are not part of your three
academic sources; these are back-up sources that you should include in your Works
Cited
