The objective of the project is to give students the opportunity to understand and explain consumer behavior concepts and present concrete applications.
Part 1 - Presentation of your topic
The first part of the project will serve as an overview of a Consumer Behavior topic of your choice. The goal of this assignment is to present a definition and a description of the topic. Through research, this portion is meant to illustrate your understanding of the chosen theoretical concept and will serve as background knowledge to the second part of the project. In other words, you have to demonstrate a solid understanding of this topic.
Your topic could be selected in the table of contents from your textbook. Below are examples of topics:
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Perception
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Learning
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Memory
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Attitudes
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Persuasion
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Decision making
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Culture
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Social groups
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Networked CB
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Brand personality
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Motivation
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Ethics and CB
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Reference groups
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Social class
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Motivation
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Attitude change
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Personality
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Lifestyles and psychographics
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Part 2 - Analysis of application of the theory to Consumer Behavior
The second part of the project will serve as a concrete application of the theoretical component presented in the first part. More specifically, you will offer an application of the relevance of the theory by offering marketing examples based on this approach. In other words, you will illustrate your arguments as to the value of the theoretical approach by supporting them with examples of ads and other promotional tools (promotions, public relations, brochures, flyers, posters, billboards, direct communications, etc.) This portion of the project will therefore emphasize the theoretical application behind specific examples.
In order to do so, you should concentrate on one type of product, one brand or one industry. Demonstrate how the theory is used in advertising for a brand, a product category or an industry. This part of the project will be evaluated based on your ability to show the connection between theory and application.
Specific instructions
Choose a type of product you like and gather a variety of ads or marketing tools used in that industry.
Sort through these ads and try to find those that prove or illustrate the various components of the theory you presented in your first part.