Marketing: Consumer Behaviour Assignment

1

MKTG 3325 CONSUMER BEHAVIOUR

PROJECT – PHASE 1 and 2

This project has two different components due during the course. You may complete this project either on your own, with a partner (1 bonus mark) or in a group (2 bonus marks) of 4 students maximum. Group projects are preferred and 2 bonus marks will be given to Group work. You will self-select your group and there can be no more than 4 students. All work for this project must be your own work. You will be in the same group for Phase 1 and Phase 2. Both Phase 1 and Phase 2 are linked and cover the major topics of our course. The project will be broken up into two components: Grading Due Phase 1 Written Report - Brand Comparison 15% See Course Site Phase 2 Written Report and Powerpoint - Cultural Influences 15% See Course Site Grand Total 30%

PHASE 1 INSTRUCTIONS – BRAND COMPARISON PROJECT All assignments should indicate: Subject name and code, group members and student numbers Products and services are not created in a vacuum -- they are themselves a "product" of multiple factors shaped by consumer behaviour decision-making. In Phase 1, your task will be to deconstruct 3 competitive brands in the same product category, comparing and contrasting the consumer behaviour decision-making using relevant concepts from different chapters of the textbook. This task requires developing an understanding of the consumer behaviour forces that contributed to the success (or failure) of the product. How did the product come about? What strategy was developed to market it? What consumer need did it fill? What role did or does it play in the lives of its users? What is the psychographic profile of the target market? Etc. To answer these questions you will need to work with a variety of research sources, including the following:

 Library and various research resources  Contacts with the product's creator or other representative of the company  Interviews or surveys of people who have used or now use the product.

Choose 3 competitive brands that belong to the same product category that your group would like to study to answer the questions below (For instance, Dove, Axe and Old Spice are 3 competitive brands in the deodorant product category). The companies should operate in Canada.

2

Topic Selection - Confirm with me in advance for approval. One person from your group will need to post the following in the Discussion Forum in D2L by the due date.

1. Partner or Group Member Names 2. Project Topic for Phase 1. One topic per group allowed only. Must be approved by

the instructor. First come -first-served. No topic duplication will be accepted. 3. Project Country for Phase 2. Country selection will be on a first come- first served

basis and may not be duplicated. Your first task as a group is to select a topic that excites you. I will help you if necessary, but my preference is for you to find something that you will enjoy learning more about. Your topic can be: A product: Example: Dove versus Axe versus Old Spice A service: Example: Fairmont Hotel versus Best Western Hotel versus Holiday Inn A retailer: Example: Nordstrom versus HBC versus Walmart Note: I reserve the right to ask you to change a topic if I don't feel it's appropriate, if I anticipate you will have trouble completing the assignment, etc. If possible your group should choose a topic that allows you to locate adequate background information. Your choice of company should be one that has resources available for information i.e. web site, business reports, and magazine articles. Preferably, you should be able to locate one or more people who have experienced the topic. Phases 1 and 2 of the project will be marked on the basis of an appropriate standard of research, content, and organization of material. Your paper must be word processed and follow proper APA formatting. 7 pages maximum page limit. The 7 pages maximum limit does not include cover page, table of contents page, appendix, and bibliography. Marks will be lost if the 7 page maximum is exceeded – note the grader will stop reading at the page limit. Business writing style is also heavily encouraged: the use of subheadings, thorough bullet points, and the use of charts and tables as appropriate. Double check APA formatting. The following section details questions/information that should be answered in your project, when comparing and contrasting the 3 competitive brands: Report Format Phase 1- Brand Comparison Project Title page (Names, course, university, date, project title, APA format required)

1. Brief Introduction

2. Perception a. Explain how sensory marketing, using the five senses, has been used as a source

of competitive advantage by each of the 3 products

3

3. Learning: a. Explain the behavioural learning theories that apply to each of the 3 products b. Observation learning: how does this apply to each of the 3 products

4. Motivation and Affect:

a. What motivational conflicts exist for purchasers of each of the products? b. What consumer need(s) does each product fill?

5. The Self

a. Self-concept: Explain which “self” each product appeals to b. Explain the role of the extended self for each of the products

6. Personality, Lifestyle and Values

a. Trait theory: identify the traits of the target market for each product b. Brand personality: identify the brand personality of each of the products c. Lifestyle: identify the lifestyle of the target market for each product d. Persona: For each of the 3 products, create a visual collage of the persona or

psychographic profile of the target market for the product. Each persona should be one page and should be included in the appendix to the report.

7. Attitudes a. ABC Model: explain the ABC model for each of the 3 products

8. Ethics

a. Are there any current ethical issues in marketing that the producers of the three products should be concerned with? If so, how have the producers of the three products responded?

Project Expectations – Phases 1 and 2 Approach This is an individual, partner or group assignment. Research and analysis are required on everyone’s part - no exceptions. But it may be necessary for at least one member to “pull together” your report to ensure that it is a seamless piece of work. Avoid submitting a report that looks and feels as though it’s been written by different students with different writing styles: you can still all provide a meaningful contribution to this assignment by having at least one individual compile and prepare the final report.

4

Research for Phase 1 and 2 You will be required to research the organizations in depth. You must have a minimum of 14- 20 good quality sources of research/ information for each Phase. Total of 28-40 sources for the project. Generally, for each page of writing you should have two different sources. The company website (includes multiple pages on the website and social media sites) counts as one source.

Sources may include but not be limited to:

● Newspaper, magazine articles ● Textbooks, books and library resources ● Databases: Prizm5, SimplyAnalytics, Vividata, etc. ● company website: blog, public relations, investor relations ● branded content such as YouTube Channel, Facebook, Twitter ● primary research: store visits, phone interviews ● secondary research: statistics Canada, published industry research and studies

Details from your research can be included in a section for appendices at the end of the submission. You must reference your appendices if you are using information in the main body of your report. The range and variety of sources you use will be considered for grading. The extent and use of external research will be considered for grading. Apply meaningful, in-depth analysis – you should use the ideas from research. Also, the full use of theory, well applied will be considered when grading – must use many relevant concepts & theories as covered in class lectures and the textbook

Structure of Your Work You must use APA-style for citations and references. Marks will be deducted throughout if APA- style is not used correctly or at all. To learn more about APA-style your group can book a session with the library. There are also resources posted to the course site.

● The following library link https://www.bcit.ca/files/library/pdf/bcit-apastyle.pdf provides detailed instructions and examples of how to format, outline and reference your quotes, content and any other material taken from other sources. The Perdue University Owl Guide is also helpful for APA Style: https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_g uide/apa_sample_paper.html

● Citation, formatting, reference, table of context - must be APA style ● Appendix must be labeled & numbered (where applicable) ● Headings and subheadings are required ● Ideas should be logically organized and flow for clarity ● NOTE: all students MUST read and agree to the Academic Honesty Statement posted on

the course site. Failure to do so will automatically result in a zero for any assignment due prior to the acceptance. Plagiarism is a serious Academic Offense.

5

Expectations for Communication of Ideas:

● Correct English/grammar, professional format. Up to 100 % of a project’s assigned grade may be lost for non-professionalism - (limited readability, weak spelling, poor grammar, lack of neatness, disorderly visuals, poorly organized, not stapled, failure to follow project instructions, etc.)

● Proofread work and attention to detail for a professional submission. ● Do not use the first person (singular or plural) ● Avoid use of jargon or slang ● No personal bias, editorial comments (personal opinions), or personal anecdotes ● All graphs/charts/tables must be properly labeled and introduced or explained through

summary sentences ● Combination of prose and point form is acceptable where appropriate ● Use of acronyms are acceptable but must be properly introduced before further usage ● Proper use and application of marketing terminology as covered in the course ● No APA Abstract required

*Submissions are expected to be professional, formatted correctly, edited extensively, and proofread repeatedly*

Teamwork:

● The written report mark will be a group mark if you worked with a partner or team. Written confidential peer evaluations will be used to ensure equal leadership/contributions from all team members. Teams must ensure that all the individual team members contribute evenly to any teamwork. While it is understood that there may be a modest difference in the performance of group members, it is not acceptable for a team member to get a “free ride”. Under-performing team members can expect to receive less than the assigned mark on team components. Any individual(s) not carrying out their assigned responsibilities or contributing to the team effort as determined by agreement/consensus of all team members will be assigned a reduced mark. In such cases, these individuals could lose up to 100% of the total course value allocated to the project.

● Peer evaluation forms will be provided on the course site and will be confidential for the Instructor only.

PHASE 2 INSTRUCTIONS – CROSS-CULTURAL EXAMINATION PROJECT All papers should indicate: Subject name and code, group members and student numbers Using the same 3 competitive brands in the same product category you identified in Phase 1 one, you will complete your paper. For Phase 2, you will identify one foreign country that interests you where the 3 products may or may not be sold in. Imagine you are the marketer responsible for marketing the 3 products in the foreign country. For consumers of that product category in the foreign country, you will compare and contrast the consumer behavior decision-

6

making using relevant concepts from different chapters of the textbook. Ask yourself questions such as how does the consumer behaviour differ in that foreign country? How would a marketer modify their strategy when marketing the 3 products in the foreign country? Apply textbook concepts and research to be persuasive in your assignment.

Note: Review the choice of country with the Instructor in advance for approval by the due

date on the course site. One foreign country per group allowed only. Must be approved by the instructor. No duplicates permitted. Note: Due to close proximity, you cannot choose the USA. Due to Canada’s unique historical roots, also avoid the UK. This part of the assignment is intended to push you out of your comfort zone; choose a foreign country that interests and excites you. I will help you if necessary, but my preference is for you to find a country that you will enjoy learning more about. To answer these questions you will need to work with a variety of sources, including library resources and research, contacts with the product's creator or other representative, and interviews or surveys of people who have used or now use the product. The second Phase will be marked on the basis of an appropriate standard of research, content, and organization of material. Your paper must be word processed and follow proper APA formatting. 7 pages maximum page limit. The 7 pages maximum limit does not include cover page, table of contents page, appendix, and bibliography. Marks will be lost if the 7 page maximum is exceeded – note the grader will stop reading at the page limit. Business writing style is also heavily encouraged: the use of subheadings, thorough bullet points, and the use of charts and tables as appropriate. Be sure to double check APA formatting. You will research and examine the consumer behaviour of the consumers in the foreign country when answering the questions below. The following section details questions/information that should be answered in your 2nd paper, when comparing and contrasting the 3 competitive brands in the foreign country: Report Format Title page (Names, course, university, date, project title)

1. Brief Introduction a. Very briefly remind who the 3 competitive brands are the report will examine,

as well as the foreign country you will be examining

2. Subcultures and cultural influences a. Identify and explain the subcultures in the foreign country b. Identify and explain the values and norms in the foreign country

3. Individual decision-making

a. Explain the type of consumer decision making for the 3 products (habitual, limited, or extended) in the foreign country

b. Explain the stages in consumer decision-making for the 3 products in the foreign country

7

4. Buying and disposing

a. Explain factors in the retail environment (online/offline) that can impact consumer decision making for the 3 products in the foreign country

b. Explain the post purchase process for the 3 products in the foreign country 5. Group influence and social media:

a. Identify and explain the specific reference groups (online/offline) that exist for the 3 products in the foreign country

6. Income, social class, and family structure

a. Explain the social class of the target markets for the 3 products in the foreign country

b. Explain the role of family structure for the 3 products in the foreign country

7. Personas a. Persona: For each of the 3 products in the foreign country, create a visual

collage of the persona or psychographic profile of the target market for the product in the foreign country. Each persona should be one page and should be included in the appendix to the report.

8. Ethics

a. Are there any current ethical issues in marketing that the producers of the three products should be concerned with in the foreign country. If so, how have the producers of the three products in the foreign country responded?

Project Expectations Same as Phase 1. See above. Final Powerpoint Presentation Summary – Phase 1 and Phase 2 Prepare a 5 minute powerpoint presentation (max. 15 slides) summarizing the main highlights from both Phase 1 and Phase 2. Post the Powerpoint presentation on the course site along with your Phase 2 written report. Be sure to include and Introduction and Conclusion slide in your presentation. Follow the 6 x 6 rule. (No more than 6 lines per slide with approximately 6 words per line). Use images and colours where appropriate. Include video and Youtube to make your presentation more interesting.