The objective of the project is to give students experience gathering and evaluating data that a firm might use to develop marketing strategies from the consumer behavior perspective. Each student will analyze a firm’s current consumer behavior strategy, identify strengths and weaknesses, and make recommendations for ways to improve identified deficiencies.
Each student will select an existing firm and evaluate its consumer behavior awareness by performing a consumer behavior audit for that firm. The firm’s business may be either product or service oriented, and may offer a single product/service or multiple products/services.
For your convenience, your textbook includes two Appendices that can help you and guide you through your project. Additionally, you will use the class slides, textbook chapters, and LibGuide links to develop your conclusions regarding strengths, weaknesses of the firm, as well as recommendations to take advantage of market opportunities and ameliorate threats/challenges.
Using Appendix B in your textbook (pp 772-777) as a tool to develop your project, conduct your audit with individuals who are in positions that would normally include perceptions of the selected firm’s consumer behavior awareness (i.e., store managers or marketing managers). An interview format may be appropriate.
Using Appendix A (pp 761-771) of the text as a tool to develop your project, create a data gathering instruments and actually survey firm executives and/or customers (maybe potential customers) of the selected firm.
The audit will be better facilitated by developing an interview a by providing the prospective interviewee in the firm you are auditing with a copy of questions to be covered prior to conducting the interview. You can use Appendix A (pp 761-771) and Appendix B (pp 772-777) in your textbook to guide you on what information to gather, as well as how to gather information.
Note: Keep in mind it is unrealistic to expect any customers or firm representatives to respond to very lengthy interviews or questionnaires. Be sure to design your data collection instrument in a manner that shows respect for the time of your respondents.
A formal written paper (12-15 pages) is due, and needs to be submitted electronically via Turnitin. The paper should detail the process of the audit, the findings, conclusions, and recommendations.
Do not forget to include a Cover Page with the following information:
Name of Company (Product/Service),
MKT 318 Consumer Behavior,
The following outline MUST be followed (and the paper should contain a Table of Contents):
Table of Contents
II. Market Segmentation
III. Product Position
IV. Pricing Strategy
V. Distribution Strategy
VI. Promotion Strategy
VII. Product Strategy
VIII. Customer Satisfaction and Commitment
IX. Conclusion and Recommendations
X. References (text, internet web sites, company
personnel interviews, correspondence,
XI. Appendices (interviews, survey, promotional
Be sure to include each section stated in the outline. This project is very relevant to your final grade, please be mindful and allow appropriate time to research, write, as well as revise the audit. You may use the writing center as an aid in your writing process. Using the writing center to revise your paper before submission will grant you 10 extra points in the project. The writing center will ask you for the class name and instructor name. They will send me an email to let me know that you used their services. After I receive this email, I will grant you the 10 extra points. For information about the Writing Center, please visit the Libguide for the class (https://ncwc.libguides.com/c.php?g＝1271654) with helpful information on how to contact and schedule your appointments.