Consumer behaviour concepts and theories

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Reference no: EM132648566 , Length: word count:2000

Topic: Flipkart (India's leading ecommerce brand)

In the role of ‘Consumer Behaviour Insight Analyst',you will undertake a case study analysis of your chosen organisation's marketing strategy drawing on your knowledge and understanding of the consumer behaviour concepts and theories covered throughout the course. You will present your analysis, findings and recommendations in report form to the CMO of the organisation. Please provide examples to support your discussion because the marker has limited knowledge of your topic. These may be images of brands/products or information/screen shots from relevant articles or websites. In the case of images or screen shots, these should be inserted into your word document, and your discussion should refer to the image.

Please provide:

Cover Page
• Include Word Count
Executive Summary (1 page)
• the context of the report
• the purpose of the report
• the major findings
• the conclusions
• the main recommendation/s

Introduction
• outline the purpose of the case study
• identify 2 to 3 relevant concepts/theories
• justify why you're taking this approach
• identify each section of the report and the order they will be presented.

Background
To assist you with the background analysis you will:
• review and analyse the website;
• analyse the industry and competitive environment;
• identify the target audience
• explore current or emerging consumer trends;
• review existing marketing campaign/s;
• explore relevant media stories and industry sources

Body of case study
Using the theoretical knowledge you have gained throughout the course as a reference point, analyse the marketing strategy of the organisation. Remember, as you are taking a consumer behaviour perspective, your consumer insight analysis may identify problems must be solved and/or challenges the future and/or reasons for success.
Marketing Implications
Based on your analysis, what would you recommend to the CMO?
Professional Reflections
Briefly explain what you have learnt from this case and how you could apply your learnings in a professional context.

Format:

The case study should be presented in the report style. You should give careful attention to the presentation and to the use of appropriate report style and format.
• Font: Times New Roman 12pt (Headings 14pt; Subheading 13pt) or Arial 11pt (Headings 13pt; Subheading 12pt)
• Spacing: 1 or 1.15 line spacing in paragraphs. Tables and references are single line spaced
• Alignment: Justify the alignment of your document
• Include page number
• Generous margins with headings and sub-headings
• Word limit is 2,000 words. Please include the word count on the cover page.
• The executive summary, tables, figures, appendices, and reference list are not included in the word count.
• A least 15 references and you must cite/reference original work, author(s), etc.
• Citation and referencing should conform to APA (American Psychological Association) format both in the body of your paper and its attached reference section.

Reference no: EM132648566

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