Consumer Behaviour – Final Paper
Q. Your final project will entail an analysis of a consumer product of your choice, inclusive of marketing strategies and marketing communication content used, its target market, and the decision – making process used by consumers.
Your final project should include the following parts:
Part A. Introduction
Mission Statement/Identify Objectives of Campaign/Vision/who founded the company/very brief historical sketch of the company/description of companys current status.
SWOT analysis.
Describe the product/brand or service in terms of features, attributes, and benefits as well as anything else that is important to note (unique product design)
Has the product gone through any improvements?
Briefly include 2 notable happenings related to sales, profits, or annual revenue.
Revenue model how the company makes money.
What is the companys value proposition?
Include a major competitor and minor competitor.
Part B. Identification of target markets and internal influences
Describe markets and primary target market in terms of demographics, psychographics, and or buyer behavior
Are there any potential secondary target markets that you would recommend for this product? Describe these segments in terms of demographics and how they would be segmented.
Does the product/brand/or service satisfy different needs or wants?
Is the product suited for different or distinct personality types, or lifestyles?
Part C. Consumer Concepts/Consumer Decision-Making
1. What do consumers use this product, brand, or service for? How involved are they, in your opinion? (use research to support this question)
2. Use, and choose concepts that were used throughout the semester such as motivation, perception, lifestyles, knowledge, cultural, attitudes, problem recognition (What problem does it solve?), information search, learning, conditioning, etc. Connect to at least 5 concepts. Incorporate them into your paper.
3. Social media presence related to the companys Twitter posts, consumer reviews, or other social media to support consumer concepts, themes, or processes.
Part D. Marketing strategies and marketing communications analysis used by the company that sells the brand, product, or service/recommendations for the company
1. Name at least two marketing strategies, or communications media strategies used that may have contributed towards helping a consumer decide to buy this product, brand, or service.
Make recommendations that are the result of all the research above. State why you believe these recommendations will increase the number of consumers buying this product in the future.
If the company already has a plan for increasing consumer usage, state the plan and why you think it will work, or not.
If no changes are suggested on any of the information you found in your research, then explain why the companys consumer strategies will be spot on in future growth.
Part E. Conclusion
Your thoughts and final synopsis of what you researched. What concepts, models, theories, processes or themes from Consumer Behavior might be used to enhance, or change, this brand, product, or service? Choose, and name, at least one, and state how you feel it could change, or, enhance, consumer buyer behavior.
Consumer Behaviour 740
Lasell University
Shiv Kapur
Final Paper Proposal
07/28/20
The product I would like to research on is diet coke, one of the products of the Coca-
Cola company. Diet Coke is a soft drink that is sugar-free and has no calories. It was unveiled
by the company in 1982 and has become very popular since then. It is especially popular with
diabetic people and who require low sugar products and products with no calories. There are
several flavors for this product which include cherry, lime, ginger, and mango among others.
Since it was first introduced in the market, this product has evolved a lot and this has led to an
increase in sales of the product (Gupta et al, 2018).
The reason I would like to research this product is because of the many health issues
that have been attached to it that leave consumers with the dilemma of whether or not it is safe
for their health. Diet sodas have become so popular because people who want to reduce their
blood sugar see them as the best option. However, these drinks could do more harm than good.
Health research has proven that diet coke is not nutritious at all. This drink is only made of
carbonated water, sweeteners, colors, and flavors among others. It does not contain calories
and therefore no nutrition (Wilson et al, 2016).
There is a conflict on whether or not diet soda enables one to lose weight. Most people
assume that because diet soda does not contain calories, it helps one to lose weight. These
claims have not however been substantiated. Some studies show that diet coke could increase
the risk of obesity by stimulating hunger hormones. Other studies on the other hand claim that
replacing sweetened drinks with diet coke could lead to weight loss. In my research, I aim to
find out whether diet coke helps in weight loss leads one to gain more weight (Gupta et al,
2018).
Diet coke is popular with diabetic people. However, there are claims that diet coke
could cause diabetes and heart diseases. Although the risk is half of that associated with sugary
drinks it is still significant. There is a controversy in these as other reviews claim that diet coke
does not increase one’s risk of getting diabetes. Studies have also linked diet coke to increased
risk of high blood pressure and stroke. These claims have however not been substantiated
because most of the studies were conducted through observation. There have also been
arguments that diet coke exposes one to the risk of kidney disease. One of the ingredients of
diet coke is said to produce more acid than the kidney can handle. This leads one to develop
kidney stones. Again, other researchers have claimed that the health risks posed by diet coke
are nothing compared to the risks posed by regular coke (Johnson et al, 2018).
There are a lot of controversies in the issue of diet coke regarding its health benefits of
effects. Most of these claims are not substantial which leaves the consumer with the dilemma
of what the best thing to do is. In the future, I would like to work for a beverage company like
Coca-Cola. It is important to ensure that you know as much as possible concerning a given
product so that you can share the information with your customers. Diet Coke is a popular drink
and consumers will have a lot of questions concerning it. I need to be able to answer those
questions and support my answers with facts.
Knowing more about a product is also part of making the ‘buyer beware’ policy more
efficient. Consumers need to know what they are buying, what benefits they will reap, and what
effects the product could have. Conducting research on diet coke will help me to know all that
I can about this popular yet controversial drink. I will then use this information to market the
product. This information will clear any doubt and set everything straight so that consumers
will no longer be misled or caused to buy a product that could be harmful to their health.
Consumers ought to be protected at all costs.
References
– Gupta, R., Shady, A., Batool, R., & Harley, J. (2018). Do You Eat Healthy? You May
Need a Diet Coke! A Case Report of Successful Non-Surgical Phytobezoar Treatment:
2706. American Journal of Gastroenterology
– Johnson, R. K., Lichtenstein, A. H., Anderson, C. A., Carson, J. A., Desprs, J. P., Hu,
F. B., … & American Heart Association Nutrition Committee of the Council on
Lifestyle and Cardiometabolic Health; Council on Cardiovascular and Stroke
Nursing; Council on Clinical Cardiology; Council on Quality of Care and Outcomes
Research; and Stroke Council. (2018). Low-calorie sweetened beverages and
cardiometabolic health: a science advisory from the American Heart Association
– Wilson, T., Dahl, R., & Temple, N. (2016). Beverage trends affect future nutritional
health impact. In Beverage Impacts on Health and Nutrition. Consumer Behavior MGMT 740
Consumer Behavior Brand/Product or Service Research Analysis – Final
Paper (online)
Grade Point Criteria (earn up to 100 points)
Focus and Sequencing: All information is related to headings and subheadings. Strong
organization and integration of material. Strong and smooth transitions linking headings and
subheadings (parts) to the main topic. Directions for this final paper were followed, and, were
complete. (earn up to 25 points)
Research: Your investigation of your consumer brand/product or service yielded information
concerning the history and background of the company, identification of target markets,
consumer decision making process, consumer behavior themes, concepts, and processes, and
analysis/recommendation and conclusion relate to consumer behavior.
Your investigation was thorough and complete, with accurate insights, and analysis of your
consumer brand/product or service. A variety of relevant sources were used to enhance your
investigation.
(earn up to 30 points)
Mechanics: Uses APA style of writing. Sentences are complete and clear and precise with no
spelling errors. Writing has no awkward or unclear paragraphs, or sentences with appropriate
punctuation. All references are cited correctly in APA style of writing. (earn up to 20 points)
Conclusion/ Recommendation: Based on the research a compelling argument is made from
your information regarding how the company should proceed with their marketing strategies
used to entice consumers, and, keep loyal consumers. Connections were made to class readings,
topics and discussions, as stated in the directions.
Strong review of key conclusions in which the analysis captured the true picture of the company
and its brand/product or service and its customers, consumer themes, concepts, and processes.
Insightful discussion with connections made to consumer behavior and marketing strategies on
the impact of consumer behavior and the researched material. (earn up to 25 points)
