Consumer Behaviour Analysis Project
An important aspect of the course is project in the form of a REPORT While the format may normally be a business report, it is important that you read the following carefully and in consultation with your faculty decide on the best format to use in the work. In Marketing there are no "model answers" to situations and thus there is not a single correct way of dealing with the topic that you choose. The distinction between a good answer and one that is not so good is in the analysis and clear response to the topic/s. In your report, provide justification for the solutions that you suggest.
Assignment: In this project is expected to focus on a company dealing with consumer services/ Products (i.e. a company that sells services /products to final consumers, focus on any one of their services/Product). The purpose of this project is to enhance understanding of the various aspects associated with consumer behavior.
Your report should:
1. Introduction: Provide a brief description of the company and its services/product.
2. Identify the target audience for the service/product
3. Identify the bundle of attributes (i.e. features) of the chosen service/product presented by the company for the target consumers consideration
4. Illustrate the modifications made to your service/product to serve the culturally diverse population in the UAE (modifications in products or services such as advertisements , that matches the value of the culture)
5. Analyse an advertisement of the chosen service/product and identify the stimulus factors that was used to get the attention of the target consumers. (please provide a copy the advertise that was used for analysis) (stimulis factors)
6. Based on informal conversations with target consumers, draw a perceptual map for your chosen service/product to show how the product is viewed by them in relation to the competitors.
7. Briefly describe Maslow's hierarchy of needs and identify the level that your chosen service/product links too. Explain.
8. Describe the different types of decision making and identify the decision making process most suited for your chosen service/product.
9. Conclusion
10. References