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See attached document for FULL instructions. Need a 4-5 page paper on the consumer decision making process of the ORGANIC FOOD INDUSTRY.
Discuss significant aspects of the consumer decision process within the industry. You should make sure that this section is specific to your industry. I really don’t want just a general rehash of all the theory from the text. Instead you should apply the theory to your industry and talk about the consumer decision making process in your industry.
1.
Refer to Ch. 16 of the book. Discuss significant aspects of each stage of the decision process – need recognition, information search, alternative evaluation, decision making, and post-decision processes with respect to your industry.
2.
Identify the major choice criteria (attributes used) in the decision process.
3.
Discuss any unique aspects of the consumer decision process within your industry.
4.
Indicate how the individual variables (motivations, perceptions, learning, attitudes, etc.) and the group variables (reference groups, social class, subculture, and culture) tie in with the decision process. Refer to chapters in the text for these variables and what aspects you might want to incorporate. Focus on a few individual and group variables that are most relevant to your industry to add depth to your discussion.
Note that only section #2 IS NEEDED FROM INSTRUCTIONS. DOUBLE SPACED. Absolutely no plagarism allowed (will be checked) Also need bibligraphy.
Need project approximately 10 hours from now. Around 10pm eastern standard time
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MKT. 350 (RAJU) TEAM PROJECT DESCRIPTION |
The objective of the group project in this course is to analyze an industry from the consumer behavior viewpoint. The major steps involved in your project are listed below. Please be sure to also consult the specific instructions given for the written report and the presentation. A total of 80 course points will be assigned to the project.
Section 1 – Background & Segmentation of industry – 3 to 4 pages, 10 points out of 80
1. Brief History of industry
2. Critical Statistics – overall size, main players & major brands, sales and brand shares of major brands
3. Outline the major consumer segments in the industry clearly indicating what bases are predominantly used in the industry (demographics, psychographics, behavioral segmentation, hybrid segmentation, etc. – refer to Ch. 3 of text before you work on this part).
4. Provide some idea of the relative size of the major consumer segments and if there are differences in the segments that are targeted by the major players. Provide a profile of the major segments in terms of needs, characteristics, etc.
Section 2 – Consumer Decision-Making Process – 4 to 5 pages, 15 points out of 80
Discuss significant aspects of the consumer decision process within the industry. You should make sure that this section is specific to your industry. I really don’t want just a general rehash of all the theory from the text. Instead you should apply the theory to your industry and talk about the consumer decision making process in your industry.
1. Refer to Ch. 16 of the book. Discuss significant aspects of each stage of the decision process – need recognition, information search, alternative evaluation, decision making, and post-decision processes with respect to your industry.
2. Identify the major choice criteria (attributes used) in the decision process.
3. Discuss any unique aspects of the consumer decision process within your industry.
4. Indicate how the individual variables (motivations, perceptions, learning, attitudes, etc.) and the group variables (reference groups, social class, subculture, and culture) tie in with the decision process. Refer to chapters in the text for these variables and what aspects you might want to incorporate. Focus on a few individual and group variables that are most relevant to your industry to add depth to your discussion.
Section 3 – Advertising & Marketing Strategy – 4 to 5 pages, 15 points out of 80
Show how consumer behavior concepts in section 2 above are used in the advertising and marketing of the product or service. Use specific examples to illustrate marketing within the industry instead of talking about marketing in a general sense.
1. How do marketers use the knowledge of the decision process in their marketing strategy?
2. How do individual and group variables influence the marketing strategy in the industry?
3. Is the Theory of Reasoned Action (Ch. 8) relevant to the industry? What is the relative influence of Attitude toward the behavior and Subjective Norm and how does this impact marketing strategy in the industry?
4. How is social media used in the industry?
5. Provide some specific examples of advertising/marketing tactics used in the industry and provide your analysis of why these strategies work or do not work from a theoretical viewpoint.
Section 4 – Conclusion, Bibliography, and Attachments – 1 to 2 pages for Conclusion, 5 points out of 80
1. Based on your team’s analysis of the industry and your knowledge of CB, would you recommend any changes in advertising or marketing within the industry?
2. Identify a couple of interesting things the team learned about CB and the industry from this project. (you should discuss this as a team)
3. Bibliography – Attach a listing of all sources you consulted in your Bibliography, including people you interviewed. All items in your bibliography should be numbered, and these numbers should be indicated in parentheses when referenced in the body of the paper.
4. Attachments – Attach any tables, figures, charts, examples of advertising etc. to the end of the paper – it is good to have at least a few but keep this to a manageable level.
5. PowerPoint Slides – A copy of the PP slides should be provided to me at the time of your presentation and I will keep this with your paper.
Organization, Clarity, & Editing – 10 points out of 80
1. Number the pages in your report.
2. Make sure your paper is organized into sections with appropriate headings. Make your paper easy to read by using paragraphs, section headings, bullet points where appropriate, etc. Items from the bibliography should be referenced at appropriate points in the body of the paper by putting the reference number in parentheses at the end of the sentence.
3. Writing style and grammar are important. Edit and spellcheck your paper. Also, check that the same information is not being repeated by multiple members.
4. Do not leave blank space between sections of different team members and use the same type font if multiple members are typing the paper.
5. Use of footnotes should be avoided. If you need to clarify something but do not wish to put it in the body of the paper you may create an Appendix and refer to it.
You are strongly encouraged to use different types of information sources in your analysis of the industry of your choice. You may interview executives within the industry, get public relations and other materials from companies, look up information on the internet, and do library search. The main body of the paper should not exceed 15 pages (the cover sheet, bibliography and attachments are not counted). Sections in the paper should follow the order outlined above. Information within each section can be addressed in any order that you deem appropriate, but the sections themselves should be in the order specified.
Point Allocation for Project
Fifty Five of the 80 points are for the written report as detailed above. Fifteen points out of 80 are for the presentation (separate instructions are provided for the presentation) and the last ten points will be assigned to each individual based on their contribution to the project. In summary, the point allocation is as follows:
1. Industry Background & Market Segmentation – 10 points
2. Consumer Decision Making – 15 points
3. Advertising and Marketing – 15 points
4. Conclusion, Bibliography, and Attachments – 5 points
5. Organization, Clarity, and Editing of Paper – 10 points
6. Presentation – 15 points
7. Individual Contribution to Project (may vary between team members) – 10 points*
* Individual contribution will be assessed based on Peer evaluation as well as Team meeting minutes turned in during the semester. Note that I have no control over the peer evaluation points and it is totally dependent on how the rest of your group grades you with regard to your participation in and contribution to the project. Comments from the peer evaluation may be discussed with students as part of their performance in the course, but the individual who made a particular comment will not be identified.
