BUSI612 – Consumer Behavior and Competitive Insights

CONSUMER BEHAVIOR AND COMPETITIVE INSIGHTS

BUSI 612

Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment Instructions

Overview

Consumer Behavior (CB) is the “psychology” of marketing. One definition of Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Studying consumer behavior is important because marketers need to understand what influences are associated with consumers’ buying decisions.

Instructions

This Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment is all about developing a better understanding of CB theory as it helps marketers decide how to present their products in a way that generates maximum impact with customers and consumers. In addition, a better understanding of CB theory helps marketers reach and engage consumers and ultimately convert them into customers.

Research Questions for the Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment:

RQ1 What is the theory of “Consumer Behavior”? NOTE: CB has developed into its own discipline, it’s much wider and deeper than our textbook discusses. You must conduct outside research to fully explore this RQ.

RQ2 What are the “consumer behaviors” associated with the customers that currently purchase your products/services? Please connect back to your theory section in RQ1.

RQ3 What are the competitive insights you learned from the Consumer Behavior patterns of the customers that currently purchase your product/service. NOTE: These insights need to be connected into a new promotion somehow.

RQ4 What is a “big idea” referring to an advertisement or promotion. This section must be 1–2 paragraphs with at least one reference.

RQ5 What is one new “big idea” about your product/service that you discovered in researching and writing about CB theories and the factors that shift demand for your product/service? Sketches and photos are encouraged, but not mandatory. RQ5 should be at least 2 paragraphs. NOTE: The “big idea” must be original and associated with your research, not from your company’s marketing/advertising efforts.

 

· Length of this Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment is minimum of five pages of text excluding title page and references. APA level headings are to be used throughout the essay.

· Format of Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment is the most current APA Guidelines.

· Five citations are required (required readings in this Module’s Learn section may not apply to this minimum requirement).

· Acceptable sources are Scholarly Resources (regardless of the date of publication), Popular Sources, Professional Trade Sources and Books/Book Chapters

 

Note: Your assignment will be checked for originality via the Turnitin plagiarism tool.

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