The Consumer Behavior

MKT 145 – CONSUMER BEHAVIOR                                                    TERM PROJECT   All students must complete a term project that is due at the end of the semester. The purpose of this project is to provide you with the opportunity create new marketing strategy based on the marketing mix to: Apply information you will learn in this course Apply this knowledge to real-life business situations As the course indicates, consumers’ buying behavior is not constant and many situations and innovations change the way consumers’ think about making purchases. For example: When deciding to travel, is an internet travel company like Trivago, Expedia, Priceline, or Kayak or Air BNB considered the preferable choice for consumers or would making reservations directly with a traditional hotel or airline be more desired, or would visiting with a brick and mortar Travel Agent be the most desired?   Your project will be divided into sections throughout the semester. It will be organize so it will be more managable for you to accomplish and so that you learn how to apply the principles in this course to present-day marketing situations. In order to accomplish this, you will: Decided on a marketing/consumer behavior situation that interests you. Use marketing research as a decision-making tool. Define your target market (with supporting information – demographics, buying patterns, etc. discovered through secondary data). Use the variables in the consumer behavior model that include Internal and External Influences, Decision Making, and Consumption (these are all chapters in the book that will be covered.) Design new marketing strategy due to the changing consumer behaviors and present your findings with a paper and presentation. Your paper will be organized as follows: (Your paper should be 7-10 pages- not including the cover page and works cited page, formatted in 12 point font, 1.5 spacing, and one inch margins). Your Term Paper must be posted as an assignment. A cover Page A statement of the consumer behavior issue being studied A description of the methodology used for your research A description of the target market (demographics, life style, behavior, brand loyalty, etc.) An analysis of the new marketing strategy based on the changing consumer A “Works Cited” page  Additionally, NO EXTENSIONS will be given on presentation due dates (regardless of the reason the presentation was missed).