Consumer Behavior Project Outline MBA 2K10 Fall 2011

Ms. Fatima.Z.Nasir fatima@nbs.edu.pk

From a global perspective India and Pakistan are suppose to have similar consumers. But if you look deeper at the two regions we are not the same consumer at all. We differ in our culture, beliefs, religion, life styles and so much more. I want you to carry out an analysis to understand these consumer differences in both the countries and how different brands in the same industry target themselves to these consumers. Choose two industries from India and Pakistan, select two brands belonging to each industry. These brands should be from the same product category in their respective industries. Analyze the brand building and communication strategies of both the brands. Try to find out that how different the branding of the same product such as tea is for the Pakistani and Indian consumer. Compare your findings with reference to consumer behavior theories / literature. Give us your verdict on branding of each brand and consumers having different or similar behavior in both the countries. Deliverables: A comprehensive report of maximum 30 pages is to be submitted A group presentation followed by Q&A and critique session A CD of the promotional campaigns of the brands.

Guidelines
Submit a neat and a professional report. Reference in detail. Follow the Harvard referencing system. No extension in the dead line will be permissible.
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 In your presentation focus on the key issues and do not spend (much) time on long, detailed, complete and boring checklists.

Note that class interest and participation created are a key component of your grade. You
have to communicate your messages and involve your audience.

Submissions:
1. 2. Project Proposal Written Report 28th Sep Shall be informed in due course