Consumer Behaviour - PROPOSAL FOR FINAL PAPER

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Consumer Behavior MGMT 740 Final Paper:

A critical analysis of a consumer product, brand, service, or, experience, of your choosing.

Five- point loss for each day an assignment is submitted late.

The purpose of this final project is an opportunity for you to test your abilities and to connect and analyze and use own knowledge about consumer behavior that was accumulated throughout the semester.

This is a chance to for you to use and apply those concepts, themes, and processes, that you discussed and those in which you were actively engaged in with your classmates throughout the semester.

I will post a FAQ (Frequently Asked Questions) sheet which will have answers to questions related to the final paper.

Final paper proposal (Due by the end of Module 3)

KEEP IN MIND: Choosing your product, brand, service, or, experience, involves research!

You may already know about a product, brand, service, or experience, and what you want to know more about.

But do not just think about it! Use exploratory research to come up with a product, brand or service.

Choose something that interests you.

The proposal should be one page in length and should include the following: T e n e u du nd se e u n ese s du nd se e

nd d n s u u en d u n d n e u u e

u n ne u se n n n n n u e

Also, include some resources you found to use from the Lasell College database. If you are not familiar with the database contact the Brennan Library, at Lasell College, to assist you in this learning adventure.

Your product, brand, service, or experience, analysis must be approved by me, if you go ahead and do the paper without my okay, expect to receive no credit for the paper.

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Begin thinking about your product, brand, service, or, experience, as soon as you read this, and post your proposal and what you plan to write about, by the end of the 3rd Module. If you know beforehand that is fine too. The upload link is located under Module

Your final project will entail an analysis of a consumer product of your choice, its target market, and the decision making process used by consumers.

Your final project should include the following parts:

Part A. Introduction

1. Mission Statement/Identify Objectives of Campaign/Vision/who founded the company/brief historical sketch of the company/description of company’s current status.

2. SWOT analysis. 3. Describe the product/brand or service in terms of features, attributes, and benefits as well

as anything else that is important to note (unique product design) 4. Has the product gone through any improvements? 5. Briefly include 2 notable happenings related to sales, profits, or annual revenue. 6. Revenue model – how the company makes money. 7. What is the company’s value proposition? 8. Include a major competitor and minor competitor.

Part B. Identification of target markets and internal influences

1. Describe markets and primary target market in terms of demographics, psychographics, and or buyer behavior

2. Are there any potential secondary target markets that you would recommend for this product? Describe these segments in terms of demographics and how they would be segmented.

3. Does the product/brand/or service satisfy different needs or wants? 4. Is the product suited for different or distinct personality types, or lifestyles?

Part C. Consumer concepts/Consumer decision making

1. What do consumers use this product, brand, or service for? 2. Use, and choose, concepts that were used throughout the semester such as motivation,

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perception, lifestyles, knowledge, cultural, subcultural influences, problem recognition (What problem does it solve?), information search, learning, conditioning, etc. Connect to at least 5 concepts. Incorporate them into your paper.

3. Social media presence related to the company’s Twitter posts, consumer reviews, or other social media to support consumer concepts, themes, or processes. If you choose to use this. (This may help you get an idea about how your product, brand, or service is perceived.)

Part D. Recommendations for the company

Make recommendations that are the result of all the research above. State why you believe these recommendations will increase the number of consumers buying this product in the future. If the company already has a plan for increasing consumer usage, state the plan and why you think it will work, or not.

If no changes are suggested on any of the information you found in your research. Explain why the company’s consumer strategies will be “spot on” in future growth.

1. Target market or positioning changes 2. Product decisions 3. Pricing decisions 4. Promotion decisions 5. Use of consumer marketing communications/advertising used (marketing message used:

whether it be the internet, billboards, newspaper, social media, etc.) 6. How are they making sure the consumer will remember the product?

Part E Other sections should include but are not limited to the following:

1. Is customer satisfaction an obvious goal of the company? 2. Anything you would like to include that is not listed in any of the sections for this final

paper.

Part F. Conclusion

Your thoughts and final synopsis of what you researched. What concepts, models, theories, processes or themes from Consumer Behavior might be used to enhance, this brand, product, or service? Choose and name at least 1, and state how you feel they have, or could enhance

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Consumer Behavior.

This final project is an accumulation of how well you have attained and mastered knowledge of consumer behavior concepts and principles in this course. You are encouraged to additionally research further outside our course material for supplementary support.

This final paper should be 8 – 12 pages in length, not including the reference page or title page and table of contents.

Put you name, date, and title on the cover (title page) and table of contents. Include reference pages. Be sure to double space, use 12 - point font size, and one - inch margins.

Don't forget to reference all information sources and any in text citing of information by using APA style of writing. Plagiarism will not be tolerated.

Lastly, if you choose, let me know what you thought about doing this final paper, and what grade (number of points) you think you earned for this paper.

Use the grade point rubric criteria for figuring out what you think you earned for points for this final paper. This paper is due, Tuesd u us th, by midnight. Earn up to points for this final paper. Use the grade point rubric for this assignment to assist you with earning a good number of points.