Marketing Consumer Behavior

Group Project – Groups of 2-3 students will examine two brands and how the brands communicate with consumers. Both brands need to be from the same industry for each group. Both brands can be any brand that is successful in Saudi Arabia and the Middle East. The brands will be communicated to the instructor so there will not be an overlap with other groups. The project will be based on materials learned in class especially related to chapters 5 (Perception), 7 (The Self) and 8 (Attitudes and Persuasion). The report should be about 10 pages, Times New Roman font, size 12, 1.5 spacing. Please use proper referencing technique – use the APA style for your in-text references and reference list at the end of your documents. Generally, the report should be in this order:

1) Introduction to report

 

2) Brand 1

– Introduction of brand 1 (basic info. about brand)

– relate topics (*1-2 relevant subtopics from chapter 5) learned in class with brand 1

– relate topics (*1-2  relevant subtopics from chapter 7) learned in class with brand 1

– relate topics (*1-2  relevant subtopics from chapter 8) learned in class with brand 1

– conclusion about brand 1 and consumer behavior topics learnt

 

3) Brand 2

– introduction of brand 2

– relate topics (*1-2  relevant subtopics from chapter 5) learned in class with brand 2

– relate topics (*1-2  relevant subtopics from chapter 7) learned in class with brand 2

– relate topics (*1-2  relevant subtopics from chapter 8) learned in class with brand 2

– conclusion about brand 2 and consumer behavior topics learnt

 

4) Discussion (similarities or differences across both brands)

 

5) Conclusion of report

 

*An example of a subtopic:

In chapter 7 (The Self), the relevant subtopic can be on the brand personality. Which personality suits your brand (from your point of view or from what other people say)? You need to support it with evidence (if you say it – maybe it is because the advertisement or colour or something made you give that conclusion; if others say it – support with references).

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