Explain the importance of consumer experience elements

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Reference no: EM133198214 , Length: 5 pages.

Project Assignment: Marketing Apple Vs Huawei Consumer Experience Field Project

Textbook: Consumer Behavior: Building Marketing Strategy, 13th Edition. By Hawkins and Mothersbaugh. ISBN: 0073530042

Judge the consumers' experience in the real business world. Particularly, it requires your team (3-4 members) to conduct a profound analysis of a physical/offline stores (two competitors) from the consumer behaviour perspective. Utilizing the observation technique as a common method in marketing/social research, each group must visit, observe, and then write a report.

Consumer experience can be enriched through several marketing aspects/elements related to the stores' design, environment, location, frontline salesclerk, etc. and certainly you should take them under the consideration in your assignment. In addition to our class materials, many non-class resources should help you in this project. For instance, the book of Paco Underhill's "Why We Buy" discusses some of the critical elements that bring consumers into stores, keep them there or drive them away, and eventually lead them to buy or not (a summary of this book is available in the Moodle). Here are the steps required for the project:

1. First, pick retail/service/distention category
2. Pick 2 competitors - particular branded examples - that you believe they should provide comparable consumer experiences.
3. Define the marketing experience's elements through which (based on) you will compare the two stores.
4. Visit both locations and observe them.
5. Submit your final report.

Written Project Proposal The Proposal should:

1. Introduce the background of the specific industry and the two competitors you select.
2. Briefly explain the importance of consumer experience elements you will depend on in your analysis or comparison.

Reference no: EM133198214

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