MKTG 60088 and MK 202- CONSUMER BEHAVIOR

Even Semester /2014

Individual Assignment: A journal of individual product/service /brand
Each student should make a journal about herself/himself or one of her /his family
when use a product/service of certain brand and record the followings:
No
1

Chapt
er
2

Information

4
5
6

5
6
7

8
9

10,11
15

What product you/she/he purchase (s), why, how, when,

where, how much?
Brief explanation about the products company, brand.
Put picture, if necessary
What is the STP of such brand?
How you put such product in Maslows Hierarchy of
Needs?
Explain the motivational factors , product and brand
personification, the self and self-image
The perception : consumer imagery, perceived quality,
perceived risk
What is the stimulus generalization of the product/brand?
Explain the attitudes when purchase the product/brand?
Find 1 or 2 advertisements about the product and explain
about the effectiveness or persuasive value
Who is the reference group?
Any negative rumors that you ever heard about the
product/brand?
Explain if family, culture influence in th decision process
Any marketing ethics and/or social responsibility has
been done by the company

Submission:

Type in 12 font Book Antiqua with proper cover, 1 line space, 1500- 2500 words
Do grammar and spell check. Incorrect grammar and misspell will deduct the
grade.
Upload to Turnitin

Time of submission:

Point 1 to 5 submit before midterm

Point 6 to 9 submit before final term

MKTG 60088 and MK 202 - CONSUMER BEHAVIOR

Even Semester 2014
GROUP PROJECT
The group project will consist of 4 to 5 students. Each group should work on Group
Project 1 and 2
Group Project 1: Hands-on Assignment
Starting from chapter 3, every week in sequence each group should choose at the
minimum two topics from the Hands-on Assignment of the assigned chapter and
explain to the class.
Group Project 2: Consumer Behavior Audit
Objective:

To gain knowledge and understand the consumer behavior who purchase a

specific product/service/brand
To identify groups of consumer who purchase a certain product /service/brand

Process

Choose a product /service/brand that consume or used by a person

Observe and analyze at the minimum 8 people who consume the
product/service /brand
o Observation and Interviews should be required
o Analyze the customer when they consume:
what, when, where, why, how
decision processes (see page 48) satisfaction/dissatisfaction, ,
external variables that impact consumer behavior related to the
business (e.g., store layout, reference groups),
Draw conclusions from your findings
Breakdown the customers into more proper segments: at the minimum 2
segments
Make suggestion to the producer brand to improve their marketing strategy.
Please detail your strategy. At the minimum you should analyze and give
recommendation 2P of the 4P marketing strategy

Submission
Before midterm
-

Each group should present their preliminary findings relates to chapter 1 to 6

from the observation and interview

After mid term

- Each group should present the whole Consumer Audit Project
o The presentation is 15 minutes
o Give the person identification and show the interview process
- Written report should be submitted at end of the semester ( TBD)
o Type in 12 font Book Antiqua with proper cover, 1 line space, 20003000 words

o
o

Do grammar and spell check. Incorrect grammar and misspell will deduct
the grade.
Upload to Turnitin

Outline of the Written Report

1. Executive summary
2. Introduction
An overview of the company and the product/service/brand
Segmentation/ Target Market
Current marketing strategies adopted by the company: 4 P
Competition (competitor analysis and the position of the brand in the
market)
3. Consumer Behavior audit
Problem Identification: to identify in detail the segmentation of the
product/service /brand based on the respondents
Objectives of the study
4. Literature Review
Theories, models, concepts that are relevant to the study
5. Methodology
Methods are used in analyzing qualitative data
o Observation/In-depth Interview/
o Samples/Respondent: respondent profile
o Sampling procedure: How do you approach respondents and
conduct the interview
o The structure and list of questions. The questions should include:
Respondents habits and lifestyle
Product category consumption:
Product category definition: how respondents define
the product category, meaning of the product category
for the respondents
Functional and emotional aspect of the product
Key drivers of consuming and purchasing the products
Consumption habits: how, when the product is
consumed, place where they usually buy the product.
Brand:
Strengths and weaknesses of the product (based on
respondent perception)
Brand identification: logo, color, look, feel, name
Brand Personality
Any relevant questions to answer the objective of the study
6. Findings and Managerial implications
Based on the results provide your recommendations
7. Conclusion
8. Appendix
9. Reference