CONSUMER BEHAVIOUR INDIVIDUAL COURSEWORK
Pandemic Related Consumer Problems
This assignment asks you to apply your advanced knowledge of consumer behavior to the current issues of the global pandemic. You have 2500 words (plus any appendices and works cited) to produce a professional report that: (1) identifies and then elucidates the problems around pandemic through consumer, environmental, organizational, and/or industrial analyses, and then (2) proposes a creative solution to correct the problem that is justified by a thorough consumer behavior analysis which uses a variety of appropriate theoretical perspectives. The assignment relies on applying your advanced knowledge of customers to a real issue. Your identified problem and proposed solution should focus on at least one element of the marketing mix (i.e., Price, Product, Promotion, or Place).
You need to analyze the issues that have been happening and then produce the case, supported by consumer behavior theories and concepts that can help to overcome the issue. For example, it could be on the panic buying at the beginning of the lock downs even though retailers assure there will not be a supply problem or people who refuse to have vaccination because of various news they choose to believe even though scientists and world health organization support vaccination. Who are different types of people, and how are they different in terms of their attitudes and behaviors? What are the causes of their actions? How can you affect their behavior and make it better?
Two important questions to keep in mind are: how elaborate the issue you are analyzing and how realistic it is in terms of your approach to overcoming resistance and implementing it. The detail here is critical.
Please follow the sections below in your report, as marks will be allocated as follows:
Report Section Title Executive Summary Report Section Description A short section that introduces the principle issues, outlines the conclusions from analyses, and details the main recommendations. Allocated Marks 10% (approx. 100 words) Consumer Analysis Provide a critical consumer analysis using CB concepts and 40% (approx 1000 words) theories from discussions in class and independent academic literature research (not textbooks!) of why and how customers behave as they currently do. Marketing Plan & Implications Present your proposed solution that states a resolution or opportunity justified by CB theories and concepts. Also, provide critical 40% (approx 1000 words) projections of how consumer behavior will change after the implementation. Marketing Implications, Budgeting, and Limitations Provide critical analysis of the marketing strategy issues and problems with the implementation of the proposal and include other supporting information (e.g., budget, implementation plan, evaluation plan, etc.) 10% (approx. 400 words)
