Consumer Behavior Research Assignment

BACKGROUND

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

Procedure

Read the Global Opportunity box on page 276 of the text- book. Your assignment is to 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 report should include evidence (such as Indian demographic statistics, comparison with similar brand/product expansions into India, ethnographic studies, the results of direct questioning and content analysis, and so on) to support why the strategy you selected has the best chance of success.

Goal

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.

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Writing Guidelines

1. Type your submission, double-spaced, in a standard print font, size 12. Use a standard document format with 1-inch margins. (Do not use any fancy or cursive fonts.)

2. Include the following information at the top of your paper:

a. Name and address

b. Student number

c. Course title and number (Consumer Behavior: MKT 320)

d. Research project number (08063200)

3. Read the assignment carefully and address the issue suggested.

4. Be specific. Limit your submission to the topic or issues mentioned.

5. Include a reference page that lists websites, journals, and any other references used in preparing the submission.

6. Proofread your work carefully. Check for correct spelling, grammar, punctuation, and capitalization.

Grading Criteria

Your project will be based on the following criteria:

■ Content 80%

■ Written communication 15%

■ Format 5%

Here’s a brief explanation of each of these points.

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Content (80%)

■ The paper provides a clear discussion of the assigned topic or issue. (16 points)

■ The paper addresses the subject in complete sentences. (16 points)

■ The paper supports an opinion by citing specific information from references. (16 points)

■ The paper stays focused on the assigned issues. (16 points)

■ The paper is written in the student's own words, and it uses quotation marks to indicate direct quotations. (16 points)

Written Communication (15%)

■ The paper includes an introduction, a body, and a concluding paragraph. (4 points)

■ The paper uses correct grammar, spelling, punctuation, and sentence structure. (4 points)

■ The paper provides clear organization by using words like first, however, on the other hand, and so on, consequently, since, next, and when. (4 points)

■ The paper contains no typographical errors. (3 points)

Format (5%)

■ The paper is double-spaced and typed in font size 12. (1 point)

■ The paper includes the student’s name and address. (1 point)

■ The paper includes the student number. (1 point)

■ The paper includes the course title and number (Consumer Behavior: MKT 320). (1 point)

■ The paper includes the student’s research assignment number (08063200). (1 point)

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Submitting Your Work

Follow this procedure to submit your assignment online:

1. On your computer, save a revised and corrected version of your project.

2. Go to http://www.pennfoster.edu and log in.

3. Go to My Courses.

4. Click on Take Exam next to the lesson you’re working on.

5. Enter your email address in the box provided. (This information is required for online submission.)

6. Attach your file as follows:

a. Click on the Browse box.

b. Locate the file you wish to attach.

c. Double-click on the file.

d. Click on Upload File.

7. Click on Submit Files.