Reference no: EM133025511

MKT301 Consumer Behavior - Emirates College of Technology

Project Subject:

Your team has been hired by a Marketing Agency which provides consumer insights to its corporate clients. You have been asked to deal with the clients belonging to different sectors. You are required to select one of the below business sectors and answer the questions that follow:

Introduction Select one business sector and respective product category of your choice:

Starbucks Coffeehouse company

Section 1
(200-300 words)
(CLO1) New client - Your first meeting is with a new prospective client who is not sure about the value of consumer insights. Your team is required to convince him of the importance of consumer behavior insights so that he starts availing your services. You are required to provide reasoning, examples and references of scope of consumer behavior in your selected sector.

Section 2
(300-400 words)
(CLO2) Research is the key - Your client would wish to see some evidences of your research skills. Your team is required to conduct a primary data based research to examine the market segmentation, their motivation and reference groups. Design the research process such as objectives of the study, sampling and data collection techniques.

Section 3
(300-400 words)
(CLO3) It's all about results - Based on your findings, provide consumer insights to your client. Your report should have clear results about the characteristics of the market segment. Your findings should also enable the client to target that market with positioning strategies. Present a clear flow of ideas from market segment, targeting to positioning.

Section 4
(300-400 words)
(CLO4 )
Consumer motivation - Using the findings from the study, you should propose ideas about the Advertisement massage contents for the client. It should be based on your findings on consumer motivation. In line with the characteristics of your target market, the message should motivate the consumer to prefer your client's products/service.

Section 4
(200-250 words)
(CLO5)
Reference groups - In the last section, explore the reference groups suitable for your selected target market. Use your learning to categorize these groups in reference to their impact on the target market.
Also suggest some ways to manage the reference groups in this context.

Conclusion

Attachment:- Group project.rar