Consumer Behavior Company Analysis Paper

CONSUMER BEHAVIOR FINAL PROJECT- OUTLINE

(Make sure you support each for bibliographic references. Make sure that each team member includes at least 5 bibliographic references that are linked to the content of your project indicating the name of the team member that contributed with the correspondent reference)

The idea of the final project is to do a deeper analysis into aspects of consumer behavior that you have selected in a chosen consumption area (in THE USA and, Mexico or China), and then to apply the analysis results to critique the marketing activities of a branded offering (a product, service, or experience) that is a major competitor within that industry.

Product/Company: Need to be defined between Professor and Students

Specific phases include:

1. Consumer Behavior Final Project Phase 1: In this phase, the team will conduct research (secondary and primary) and field work to gather data and insights for understanding thoroughly the specific aspects of consumer behavior in the consumption area selected, based on the text book and other references. The specific aspects you need to cover in this project deliverable are (plus references and appendices sections):

a. Motivation, Ability, and Opportunity. b. Exposure, Attention, and Perception. c. Memory, Knowledge, and Comprehension. d. Attitudes Based on High and Low Effort. e. Problem Recognition and Information Search. f. Judgment and Decision Making Based on High and Low Effort. g. Post-Decision Processes

2. Consumer Behavior Final Project Phase 2: In the final phase, the team will need to include, also,

and analysis of and explain (plus references and appendices sections): a. Social Influences on the target Consumer Behavior. b. Consumer Diversity. c. Household and Social Class Influences. d. Consumers Psychographics: Values, Personality, and Lifestyles.

3. Also, the team need to evaluate the marketing strategy and activities of a major branded offering

in their chosen industry, and, using information from initial data gathering, will provide a critique and recommendations for improved alignment with consumer behavior concepts and applications. The deliverable for this phase will be a lengthier presentation to the class and a comprehensive written report.

4. Bibliographic References (Make sure you support each for bibliographic references. Make sure that each team member includes at least 5 bibliographic references that are linked to the content of your project indicating the name of the team member that contributed with the correspondent reference)

GRADING: the project will be graded based on completeness based on requirements, level of data gathering, data analysis and interpretation, report production, and bibliographic references (quantity and quality) .