Identify a marketing problem or consumer behavior issue you are interested in.

The purpose of the final paper is to give you experience in applying consumer behavior concepts to a
specific marketing situation of your choice and present the findings in writing.
This report will also allow me to better access your level of mastery of the course material (which is
translated into your grade). I will be examining whether you are correctly applying the applicable
concepts/theories/models that are covered in this course. Please make sure you study/understand/and
express those in your work.
The basic steps required for the paper is as follows:
1) Identify a marketing problem or consumer behavior issue you are interested in.
2) Do a brief background research of this problem or issue and why/how you think a better
understanding of consumer behavior will help you solve the marketing issue. This can be
descriiptive based on your current understanding of the situation or from company literature or
research based on published sources.
3) Identify one or two research questions that you would like to address.
4) Decide on the best way of doing primary research. You may choose any research technique,
such as in-depth interviews, focus group, content analysis, observation, surveys, photograph
analysis, film documentary, or a combination of methods.
5) Analyze the results and come up with some managerial recommendations and marketing
strategies.

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