Outline of Group Project Con B Project Guidelines 21th June 2022

A significant portion of your course grade will be determined by a group project (20%). Past experience
shows that significant learning takes place during the Group Project. You will be required to select a
particular consumer phenomenon, propose and carry out a study to examine this problem, and discuss your
findings.

An illustrative list of consumer phenomenon are:

1. How people decide which store to shop at?

2. Whether a specific advertising campaign has changed consumer’s perception of a brand.
3. Which factors contributed to the campaign’s success or failure?
4. Why consumers did or did not accept a recently launched new product?
5. How consumers react to different packaging or colors?
6. What are the factors that build or erode consumer trust or brand loyalty?

Submissions

1. Statement of the Consumer Decision making Problem – Title of project,

names of group members, consumer decision problem. Due at start
of class, Session 3.

2. Proposal – Statement of problem, secondary literature review, and

proposal for consumer research. Due at start of session 9.

3. Final Report & Presentation– consumer decision problem, the process of solving the
problem, the market study details (if any) and the recommendations.
Due start of session 16.

The grade for the group project (15%) will be determined as follows:
Part I (problem description) 5%
Part II (literature review, research design) 5%
Part III (results, discussion, & presentation) 10%