Reference no: EM132510242 , Length: 10 pages + 8 PPT

MKT 301 Consumer Behavior - Emirates College of Technology

Project Task

You have to analyze all questions mentioned below, also you have to respect the working guidelines given below and the submission date.

Working Guidelines for Project

A. Project Structure:

It is recommended that your project report have the following structure in the order provided here.

1. Title page

The students' details should be filled in the cover letter provided.

2. Abstract / Executive Summary

The Abstract consists of the project title and about half a page concise summary containing the scope and results of your study.

3. Table of Contents

Table of contents should contain titles and page numbers for the main sections and subsections of your report. The table of contents should also include entries for any appendices in your report.

4. Report Body

This is the central and main part of the project which contains the actual work done during the project. The main requirement is that you need to structure the report so that it is clear and structured in a way that makes sense. Grammar and spellings count.

5. Conclusions

The project's conclusions should list the things which have been learnt as a result of the work you have done.

6. References

You are responsible for appropriately citing material and methods that you use. Give references for the data collected from a text book, a magazine or a website identifying its sources while using the appropriate form. In the references section, references should be in a numbered list, ordered alphabetically by the last name of the first author.

Question 1: Select 3 companies that produces several versions of the same product under the same brand name. Visit the firm's Web site and prepare a list of the product items and the benefits that each item offers to consumers. Are all of these benefits believable and will they persuade consumers to buy the different versions of the product? Explain your answers.

Question 2. Discuss and evaluate the social changes in the last 100 years. Consider global events such as the two world wars, the global recessions of the 1930s and 2008, technology advancements, and changes in work-life balance. What has influenced changes in society over time, and how has family as a social institution influenced this change? Please provide examples.

Question 3. You are the owner of two furniture stores: one catering to upper-middle-class consumers and the other to lower-class consumers. How do social class differences influence each store's: (a) product lines and styles, (b) advertising media selection, (c) the copy and communication style used in the ads, and (d) payment policies?

Question 4.
A. Find five ads promoting green products or activities and explain whether you believe each one is effective or not.

B. How can marketers of the following products use the material presented in this chapter to develop promotional campaigns designed to increase market share among African American, Hispanic, and Asian American consumers? The products are: (a) iPods, (b) ready-to-eat cereals, and (c) designer jeans.

Question 5
A. The key characteristics that influence buyer behavior toward new products are perceived risk, media influence, social characteristics, and demographic characteristics. Imagine that you are planning to purchase a brand new luxury motor vehicle, and explain how each of these factors would affect your purchase decision. Please use examples to support your responses.

B. Identify a product, service, or style that was recently adopted by you and/or some of your friends. Identify what type of innovation it is and describe its diffusion process up to this point in time. What are the characteristics of people who adopted it first? What types of people did not adopt it? What features of the product, service, or style are likely to determine its eventual success or failure?

Attachment:- Consumer Behavior.rar