help

Consumer Behavior : Research Assignment

Lesson 4 Overview

Understanding the influence of culture on the consumer decision

process is an important part of a marketer’s job. Cultural norms and

values, along with consumer perceptions, family, and group

influences, are all factors that can significantly impact the diffusion of

new products or services. Many firms realize that they must adapt

existing product or service models when introducing them into a

foreign market.

4.1 Apply the knowledge of consumer behavior in determining the present marketing concepts and strategies MKT320 Research Project

READING ASSIGNMENT

Your project must be submitted as a Word document (.docx, .doc)*. Your project will be individually graded by your instructor and therefore will take up to a few weeks to grade. Be sure that each of your files contains the following information:

Your name Your student ID number

Page 1Copyright Penn Foster, Inc. 2019 Course Version: 1

The exam number Your email address

To submit your graded project, follow these steps:

Log in to your student portal. Click on Take Exam next to the lesson you’re working on. Find the exam number for your project at the top of the Project Upload page. Follow the instructions provided to complete your exam.

Be sure to keep a backup copy of any files you submit to the school!

Overview

Your goal for this assignment is to apply what you’ve learned about

consumer behavior in this course. Use this research assignment to

practice identifying and evaluating marketing concept strategies

commonly found in today’s marketplace. To accomplish the

requirements for this assignment, you’ll need to submit at least three

pages of typed material.

Instructions

Understanding the influence of culture on the consumer decision

process is an important part of a marketer’s job. Cultural norms and

values, along with consumer perceptions, family, and group

influences, are all factors that can significantly impact the diffusion of

new products or services. Many firms realize that they must adapt

existing product or service models when introducing them into a

foreign market.

Page 2Copyright Penn Foster, Inc. 2019 Course Version: 1

First, you’ll read the Global Opportunity box titled “Fast-Food Rulers in

China” in Chapter 8 of your textbook. Then, you’ll examine the two

different strategic approaches adopted by the fast-food chains KFC

and McDonald’s when they expanded into China. Which, in your

opinion, would be the more effective strategy for expanding into India,

and why?

Your project should include evidence to support why the strategy you

selected has the best chance of success. Examples of evidence

include Indian demographic statistics, comparison with similar

brand/product expansions into India, ethnographic studies, the results

of direct questioning and content analysis, and so on.

Your project should be three double-spaced pages typed in a standard

print font, size 12, with 1-inch margins. Be sure to provide a works

cited page that lists reliable websites, journals, and any other

references used in preparing the submission. Any sources referenced

must be in proper MLA format. Visit Purdue Online Writing Lab (owl.en

glish.purdue.edu/owl/resource/747/05/) for information about MLA-

formatted works cited pages.

Grading Criteria

The following rubric will be used to grade your project:

Exemplary Proficient Fair Poor Not Evident

Content

Page 3Copyright Penn Foster, Inc. 2019 Course Version: 1

The project provides a clear, focused discussion of the assigned topic. All of the sources are reliable and correctly cited, and strongly support why the selected strategy has the best chance of success. (60 points)

The project provides a mostly clear and focused discussion of the assigned topic. Most of the sources are reliable and correctly cited, and support why the selected strategy has the best chance of success. (59–40 points)

The project provides a somewhat clear and fairly focused discussion of the assigned topic. Some of the sources are reliable and correctly cited, and adequately support why the selected strategy has the best chance of success. (39–20 points)

The project provides an unclear, unfocused discussion of the assigned topic. None of the sources are reliable and correctly cited, nor do they sufficiently support why the selected strategy has the best chance of success. (19–1 points)

The project provides an unclear, unfocused discussion that doesn’t pertain to the assigned topic. It doesn’t include any supporting evidence. (0 points)

Written Communication and Format

Page 4Copyright Penn Foster, Inc. 2019 Course Version: 1

The project is three double- spaced pages typed in a standard print font, size 12, with 1-inch margins. It’s clearly and neatly organized. It includes an engaging introduction and a strong concluding paragraph. The grammar, spelling, punctuation, and sentence structure is correct. (20 points)

The project is three double- spaced pages. It was typed in a standard print font, size 12, with 1-inch margins. It is, for the most part, clearly and neatly organized. It includes an adequate introduction and a fair concluding paragraph. There’s one error in grammar, spelling, punctuation, and sentence structure. (19– 13 points)

The project is more or less than three double-spaced pages. It was typed in a standard print font, size 12, with 1-inch margins. It’s somewhat neatly organized. It includes a weak introduction and a weak concluding paragraph. There are fewer than two errors in grammar, spelling, punctuation, and sentence structure. (12–7 points)

The project is more or less than three double- spaced pages. It was typed in a standard print font, but in a font size other than 12 and the margins aren’t 1 inch. It’s disorganized. It doesn’t include an introduction or a concluding paragraph. There are fewer than three errors in grammar, spelling, punctuation, and sentence structure. (6–1 points)

The project is less than three pages. It isn’t double-spaced, nor was it typed in a standard print font, size 12, with 1-inch margins. It’s disorganized. It includes neither an introduction nor a concluding paragraph. There are multiple errors in grammar, spelling, punctuation, and sentence structure. (0 points)

Works Cited Page

The works cited page is wellorganized, in correct MLA format, and includes all the consulted and referenced sources. There are at least three citations. (20 points)

The works cited page is mostly organized, in mostly correct MLA format, and includes all the consulted and referenced sources. There are at least three citations. (19–13 points)

The works cited page is somewhat organized, in mostly correct MLA format, and includes all the consulted and referenced sources. There are fewer than three citations. (12–7 points)

The works cited page is poorly organized, in incorrect MLA format, and doesn’t include all the consulted and referenced sources. There are fewer than three citations. (6–1 points)

The works cited page isn’t included. (0 points)

Page 5Copyright Penn Foster, Inc. 2019 Course Version: 1

Page 6Copyright Penn Foster, Inc. 2019 Course Version: 1