Consumer behavior a strategic approach

Consumer Behaviour

TASK BRIEF

Type of assessment: FINAL ASSIGNMENT

ASSIGNMENT TOPIC: CONSUMER BEHAVIOUR STRATEGIC RECOMMENDATIONS

Assignment key deliverables

1. Choose a market within a specific context (social, cultural, economic, …)

2. Choose a product within this market

3. Define the customer profile for the given product: on one hand, deeply describe the target based on the usual four segmentation variables (demographics, geographics, psychographics, behavioral, and on the other, build two different buyer personas, for example, a man and a woman, from that target.

4. Explain which are the customer behaviour that will drive their purchasing decisions. Describe the consumer decision- making process and its main stages and participants (influencers, …)

5. Which strategic decisions should the company take on the marketing activities for the product to ensure its sales success?

DELIVERABLE: Report with the above mentioned topics discussed.

GRADING 60 % of the assessment grade over the final grade

This is an Individual assignment.

The required word length is 2000 words.

The Report is required to be submitted in PDF format on Turnitin.

Deadline for Turnitin submission: week 13

Rubrics

Exceptional 90-100

Good 80-89

Fair 70-79

Fail <70

Objectives setting (40%%)

Example descriptor: The student is able to describe precisely, the product features and benefits, as well as the expected consumer behavior, as well as the strategic approach of the company to fit the costumer behavior.

Example descriptor: The student is able to describe, the product features and benefits, as well as the expected consumer behavior, as well as the strategic approach of the company to fit the costumer behavior.

Example descriptor: The student is able to describe, with some ambiguity the product features and benefits, as well as the expected consumer behavior, as well as the strategic approach of the company to fit the costumer behavior.

Example descriptor: The student is unable to describe, the product features and benefits, neither the expected consumer behavior, neither the strategic approach of the company to fit the costumer behavior.

Research (20%)

The student clearly describes the situation under study, and the product category chosen for the study.

The student describes the situation under study, and the product category chosen for the study.

The student describes partially the situation under study, and the product category chosen for the study.

The student does not any research nor clear proposal for a product category for the study

Communication (40%)

Student communicates their ideas extremely clearly and concisely.

Student communicates their ideas clearly and concisely.

Student communicates their ideas with some clarity and concision.

Student fail to communicate their ideas clearly and concisely.