College of Business Administration - Consumer Behaviour Group Project

This report analyzes consumer behavior within the context of a chosen company's service. The project begins with an introduction to the company and its services, followed by an identification of the target audience. It explores the attributes of the service, adaptations for a culturally diverse population, and an analysis of an advertisement. The report also connects the service to Maslow's hierarchy of needs, describes different decision-making processes, and identifies the most suitable process for the service. The project aims to enhance understanding of consumer behavior through practical application and analysis. The report also includes a copy of the advertisement that was used for analysis. Finally, the report will conclude with the decision-making process most suited for the chosen service.

College of Business Administration
MKT 301: Consumer Behaviour
Group Project (Spring 2017)
An important aspect of the course is the group project. This project will be done
in a group of 2 to 5. The group project will be in the form of a REPORT of 3,000 -
5000 words. While the format may normally be a business report, it is important
that you read the following carefully and in consultation with your faculty decide
on the best format to use in the work. In Marketing there are no "model answers"
to situations and thus there is not a single correct way of dealing with the topic
that you choose. The distinction between a good answer and one that is
not so good is in the analysis and clear response to the topic/s. In your
report, provide justification for the solutions that you suggest.
Assignment: In this project, each group is expected to focus on a company
dealing with consumer services (i.e. a company that sells services to final
consumers, focus on any one of their services). The purpose of this project is to
enhance understanding of the various aspects associated with consumer
behavior.
Your report should:
1. Introduction: Provide a brief description of the company and its services.
2. Identify the target audience for the service
3. Identify the bundle of attributes (i.e. features) of the chosen service
presented by the company for the target consumers consideration
4. Illustrate the modifications made to your service to serve the culturally
diverse population in the UAE
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5. Analyse an advertisement of the chosen service and identify the stimulus
factors that was used to get the attention of the target consumers. (please
provide a copy the advertise that was used for analysis)
6. Briefly describe Maslow’s hierarchy of needs and identify the level that
your chosen service links too. Explain.
7. Describe the different types of decision making and identify the decision
making process most suited for your chosen service.
8. Conclusion
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