Consumer Behavior Project 1

Consumer Behaviour – MKT 6006 2023
Consumer Behaviour Projects – 2023 (Brief Description)

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The project work in this course is a group work and forms a significant part in learning.
There are two projects in this course namely,
• P1: Mini Project 1 (Consumer Behavior through advertisements), and

• P2: Field Research Project 2 (Consumer behavior through research)
Each group will conduct P1 and P2.
The Purpose of P1 is for understanding marketing communication with consumer behaviour
concept/s and P2 is for understanding consumer behaviour through detailed research.
The details of these projects are as follows-
1. Mini Project 1 (P1): This project is there to understand consumer behaviour

through advertisements. Throughout this course you are supposed to collect ads that
can be printed like print ads, banners, billboards or online non-video ads (e.g. banner
ads) that in your opinion illustrate concepts discussed in the course very well. Video
ads are not acceptable for this assignment. You are supposed to keep a copy of the ad
with you that can be printed later on; in form of print screen, photo or xerox of the
ad depending on from where the ad is taken. Also, please note down the reference of
the ad e.g. name of the magazine and issue number, or link of the website etc. We
suggest that you start looking for ads immediately after the concept is discussed, as
this gives you sufficient time for the project. In your collection try to get a fair
representation of both high and low involvement ads and the variety of audience the
ads are targeted to.
You are supposed to collect five ads illustrating five different concepts. Note down
which concept and theory each ad that you have collected illustrates and provide
your assessment of the effectiveness of ads based on perceptual aspects like colour,
background, message, attention, attitude, involvement, appropriateness for the
audience etc. Avoid overlap of the concepts in the ads i.e. try to make one ad
explaining predominantly one concept. This way you should be able to give example
of five different concepts through five different ads. For each ad, write a short
description (Max, 200 words each ad) about the concepts it illustrates and
why/whynot/how each ad will work. Make a portfolio of the advertisements
collected along with their description and submit the same after session 16. Further
details, if any, on this assignment will be communicated to you during the course.
1
2. Field Research Project (P2) : This project is to understand consumer behaviour

through research. The purpose of this project is to apply concepts learnt to specific
marketing situation through consumer research. The objective of this project is not to
evaluate your knowledge of different methodology but to develop an understanding
of how research can be used to gain insights into consumer behaviour. Since the
insights are more important, the project focuses more on qualitative aspects of the
behaviour. To understand the importance of qualitative aspect a pre-read to this
project titled Stories that Give Business Insights has been given.
Project groups need to follow the below-mentioned steps-
a) Identify a management problem/consumer behavior issue that you would like to study.
Criteria for selection of the topic- Your chosen topic should include point of views of
multiple segments, and individual and group behaviour.
b) Do a brief background research of the issue and provide reasons why you think a better
understanding of the issue would be helpful for managers.
c) Identify one or two research questions that you would like to answer to solve the
problem.
d) Identify the best way of doing primary research including target audience, type of
research like FGD, interview, content analysis, observation, experiments or combination of
these.
e) Prepare a proposal (Max 1 page. Format- Times New Roman, 12 font size, 1.15 line
spacing). The proposal should contain – problem/issue, motivation and importance of
studying the issue, research question/s, and methodology to be used to conduct research.
Submit the proposal as per the intimated deadline.
f) Once the proposal is approved, you can start working on your research. Conduct 15 to 20
in-depth interviews for the project. Your data should reflect perspectives of multiple
demographics (age, gender etc.).
g) Analyse the results and come up with your recommendations. In the analysis and
recommendation you should also elaborate with which organization/brand the study and
its outcome can be useful. Also develop a communication strategy for your segment/s
based of the findings of the study.
h) After your analysis, you are supposed to prepare a report and a power point presentation.
Format of the report – Max 10 pages with first page being title page, second page should
contain executive summary and last page is for references. Font size 12 and Times New
Roman.
i) The presentation of these projects is scheduled towards the end of this course. Therefore,
the final submission of your project will be due on session 19th.
PS: The topic chosen by you for this course should be different from any other projects in any
other course. The whole group will receive negative score in case overlap of the project with
any other course is found at any point of time during the course.
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Some examples of topics you might consider are given below -

− Developing a consumer behavior model
−Spending time with customers and understanding their motivation for different behavior
−Segmenting market for a product/service in a new way based on an understanding of CB
−Examine if there is consumer interest in a product/ service (this is specific to any new
product idea)
−Eliciting customer satisfaction for a product that is intended to be marketed
-Consumer perception related to specific product/service
-Influence of family and other group members on consumer behavior -Understanding
relationship between consumptions and culture.
The above topics are indicative and one can choose any topic beyond these examples as well,
provided the chosen topic fulfils the criteria spelt out in point (a).
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Consumer Behaviour – MKT 6006 2023

Consumer Behaviour Projects – 2023 (Brief Description)

There are two projects in this course namely,

• P1: Mini Project 1 (Consumer Behavior through advertisements), and

The details of these projects are as follows-

1. Mini Project 1 (P1): This project is there to understand consumer behaviour

2. Field Research Project (P2) : This project is to understand consumer behaviour

Project groups need to follow the below-mentioned steps-

Some examples of topics you might consider are given below -

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