MKTG 3470 - Consumer Behavior Group Project Assignment

Assignment Task

Group Project

You and your group members (4 students per group) will complete a written paper.

The purpose of this group project is to let you apply consumer behavior concepts to analyze a real brand in Canada or USA.

Project outline:

1. Briefly introduce the brand (a short paragraph)

2. Choose eight concepts from Chapters 2-9, 11, & 14, and apply the concepts to analyze the brand’s marketing activities (DO NOT analyze consumers’ personalities, lifestyles, and values in this section. You will analyze these psychographic variables in Section 3. But you can choose brand personality from Chapter 6.)

   • Describe the marketing activity (There are no strict word limits when you describe the marketing activities, but you should provide enough details.)
   • Define the concept
   • Apply the concept to analyze it words for the analysis of one concept)

3. Use demographic variables and psychographic variables to describe the brand’s target audience in the country

   • Use demographic variables - income, social class, family structure, and age - to describe the brand’s target audience. (Chapters 12 and 13)
   • Use psychographic variables – personality, lifestyle, and values – to describe the brand’s target audience. (Chapter 6)
   • Your points must be well supported by relevant marketing examples, facts, and/or statistics. You can use TRU’s databases such as Statista and Statistics Canada Data to find secondary data. 

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