MKT 3200 – Consumer Behavior – Fall 2015

Team Assignment:Consumer Behavior Analysis – Written Submission and Presentation

Due:Final exam date – See Fall 2015 exam schedule

Value

Presentation (including slides): 5% of your final grade

Written Submission: 15% of your final grade

Note: You will not receive a grade for this assignment if you do not submit a peer evaluation form on the final exam date.

ExpectedLength

Presentation: 20 minutes

Written Submission: 15 double-spaced pages (excluding title page, Table of Contents, List of Appendices, List of References, and all appendices). Tables, lists, and illustrations may be single spaced. All 12 pt. font.

Instructions

Below is a partial listing of consumer behaviors. Your task is to conduct secondary research on one of these consumer behaviors (or a consumer behavior of your choosing) and report on its prominence[1] in the American consumer market; provide an assessment of the value[2] of this consumer behavior; identify and discuss the group (chapter 7), perceptual (chapter 8), memory-based (chapter 9), learning(chapter 9), motivational (chapter 10), personality (chapter 10), emotional (chapter 10), and attitudinal (chapter 11) factors that contribute positively to (i.e., facilitate) and that detract from (i.e., discourage) this consumer behavior; identify the characteristics of relevant marketing stimuli (chapter 8) that are aimed at changing attitudes and behaviors associated with this consumer behavior (chapter 11); discuss the relationship of the consumer behavior to self-concept, extended self, and lifestyle (chapter 12); and to identify industries (and constituent organizations) to which this behavior poses an opportunity and the industries (and constituent organizations) to which this behavior poses a threat.[3]Moreover, it is necessary that you incorporate all relevant topics from this course in your report. Other topics to consider include:

·         The extent to which the consumer behavior is compatible with (versus neutral or contrary to) American culture and cultural values (chapter three; http://geert-hofstede.com/national-culture.html; http://www3.norc.org/gss+website/)

·         Subculture (chapter 5)

·         The demographic characteristics of the consumers who engage in the behavior (chapter 4)

o   Quantify this as much as possible

o   If applicable, the demographic characteristics of the consumers who do not engage in the behavior

§  Quantify this as much as possible

·         The geographic characteristics of the consumers who engage in the behavior

o   You will need to examine the PRIZM website to report on these characteristics (chapter 12; http://www.claritas.com/MyBestSegments/Default.jsp)

o   If applicable, the geographic characteristics of the consumers who do not engage in the behavior

·         If applicable, discussion of family, family stage, and household characteristics (chapter six)

·         If applicable, consumer socialization (chapter six)

It is critical that your entire group agrees on the consumer behavior and that the consumer behavior has been examined in secondary research. Regardless of your topic, you must ensure that you incorporate at least eight separate sources in your report; at least three sources must be peer-reviewed academic journals (e.g., Journal of Consumer Research). The starting point in your research search should be http://libguides.uncp.edu/content.php?pid=427534. In addition, you are expected to incorporate data included on the DDB LifeStyleStudyTM Data Disk(included with your textbook) in your report.

Consumer Behaviors (Choose ONE or identify your own)

·         Advertising avoidance

·         Animal ownership

o   Individuals and couples, with and without children or other dependents (e.g., parents)

·         Automobile modification for energy conservation, performance, or self-expression

·         Breastfeeding

o   In particular, as opposed to bottlefeeding

·         Buying/watching/sharing pirated entertainment products

o   In particular, as opposed to buying/watching/sharing non-pirated entertainment products

·         Buying/watching/sharing piratedsoftware

o   In particular, as opposed to buying/watching/sharing non-pirated software

·         Coupon usage

o   In particular, as opposed to not using coupons

·         Donating blood

·         Generic medicine usage

o   In particular, as opposed to using branded medicines

·         Gift giving

o   Subtopics include:

§  “Re-gifting”

§  Giving:

·         Homemade gifts

·         Gift cards

·         Money as a gift

·         Joining a fan club or other subculture of consumption

·         Saving versus spending versus investing

·         Shoplifting

·         Tattooing and body piercing

·         Vegetarianism

·         Writing a blog

Note:You must provide me with a copy of your slides prior to the start of your presentation. However, your slides must also be uploaded to Blackboard by the start of the Exam Week session during which presentations will be given. Similarly, your written submission and individually completed peer evaluation form must also be uploaded to Blackboard by the start of the Exam Week session during which presentations will be given. Your report and presentation must not contain any spelling, grammar, or punctuation error(s). With the possible exception of any summary tables or illustrations you include with your report, this assignment is to be completed in paragraph form with full and complete sentences. Tables and illustrations may be best included in your report as appendices. It is expected that you will conduct secondary research to support your arguments. You must properly cite and reference all secondary information sources directly or indirectly incorporated in your analysis; in general, you must adhere to the honor code. Penalties will be imposed if you do not follow these instructions.

[1] For example, the popularity or frequency of the consumer behavior

[2]For example, the dollar value (or cost) of this consumer behavior.

[3] Constituent organizations are the organizations that collectively comprise an industry.