Consumer Behavior

Final Exam Project

Please feel free to make your own groups. You are recommended to have a good mix of students
in terms of capability and team work which means taking everyone along. If we feel groups
don’t have a good mix of students in terms of grades and skills we might have to intervene.
Choose a brand of your choice. It is strongly recommended that you choose brands based on ease
of research logistically and personal connections. Makes research much easier. You can also
engage a client who wishes for ‘real research” and is ready to pick up your out of pocket costs.
This project will be 30% of your final grade.
Following are the “must haves” in the project. These are the minimum. Feel free to go over and
above this and increase the scope according to your capabilities.

Report Deliverables
1. Introduction to the project
2. Scope of the project/research question
3. History/background of the brand
4. Industry overview
5. Research Methodology
6. SWOT Analysis
7. Insights into the consumer behavior for the product category as well as the brand.
Consumer buying process, buying roles, type of buying behavior.
8. Recommendations (These can be about the marketing mix or any other area based on
consumer behaviour. Absolutely no constraint)
Deliverable 1 – 1, 2 and 3 from above
Due date: 27th February 2023
Grade: 5%

Deliverable 2 – Research methodology. No 4 & 5 from above

Due date: 13th March 2022
Grade: 5%

Deliverable 3 – All of the above along with 6, 7 and 8 in the form of a research report.
Due date: The final report is due on the 28th of April 2022.
Presentation Deliverables:
PPT Slides due on 12th April 2022 before class for all Groups:
Presentation Dates:
Presentation dates are as follows:
Thursday 12th April: Groups 1,2,3,4
Tuesday 17th April: Groups 5,6,7,8
Thursday 19th April: Groups 9,10,11

The 3rd deliverable’s grading breakdown is as follows:

Final report: 8%
Group presentation. 5%
Individual presentation: 3%
TA evaluation: 2%
Peer Evaluation: 2%
A soft copy of the project has to be submitted on LMS on the deliverable dates. There is no
limitation on the number of words. All deliverables will be discussed in class before submission
generically, but no sample project will be shared.
You are welcome to invite your chosen company’s owner/representative to watch your
presentation as well.
TA evaluation:
The TA’s will be holding compulsory office hours with each group to gauge project progress and
ensure that every group member is contributing equally. Time slots will be coordinated with each
group, and all group members are required to attend. The TA evaluation component will be
based on a collective analysis of group members contributions, attendance in office hours and
overall group progress.
Peer Evaluation
Anyone who fails to submit the peer evaluation will get a 0 in this component irrespective of the
marks their group members give them.
Marks for members even within the same group can vary based on the peer and TA evaluation
scores received.