AY 23-24 Dr Deepa Rohit, Associate Professor, WeSchool

Program: Batch I & II – Ebiz 2023-24, WeSchool

Course: Consumer Behaviour

Topics for Group Assignment (10 Marks)

Guidelines

• The topics are based on a particular chapter/ element of CB. Students are expected to go through the
chapter before writing the assignment.
• The objective of the assignment is to apply the knowledge gained in the course chapter with respect
to a brand/ an industry.
• Each group needs to provide consumer insights based on their primary research and strategies for
the chosen brand from the category.
• Students to use any one of the suggested research methods.
o Survey – minimum 50 respondents
o Interviews – minimum 20 respondents
o Focus groups – at least 3 FGD with min of 6 respondents each
• Each group will submit a word doc/ pdf / ppt of max 10 pages.
• The presentation must cover following.
o Introduction & Theoretical concept
o Study of the sector/ category – major drivers, players, market shares etc.
o Overview of the chosen brand
o Research objectives, Research instrument design, sampling,
o Primary data is a must.
o Data analysis
o Recommendations to the brands in terms of marketing strategies based on the primary
research, & consumer insights
o References
o Any other as per the topic
• CR will collect all assignment and submit the complete folder on OneDrive.
• Last date to submit is 15th April 2024

Group Topic Research Method Theoretical Concept

No1

1 Perceived Risk Analysis with respect of Survey Perception

UPI Payments in India across different
age groups

2 Assess Brand Personality of the brands Focus Group Personality

in a product category of your choice Discussion/ In-depth
Interviews

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AY 23-24 Dr Deepa Rohit, Associate Professor, WeSchool

3 Changing role of gender stereotypes in Content Analysis of 25 Gender Differences,

Indian advertising wrt FMCG ads recent (TVCs/ Communication and
YouTube ads/ Print) Consumer Behavior

4 Assess the influence of groups on FGD/ Interviews Groups / Theory of

buying behavior of Liquor / Cigarette/ Reasoned Action of
product of your choice Attitude

5 A study of effect brand placements in Survey/ Experimental Attitude, Perception

Bollywood movies/ OTT Web series on
Consumer Perception and Attitude
towards Brand

6 Effect of re-targeting and reviews on Survey/ Interviews Learning, Consumer

buying behaviour wrt ecommerce Decision Process

7 Perceptual Mapping of OTT platforms Survey Perception

(excel based perceptual maps, at least 2
maps)

8 Effect of pester power on family Survey/ Interviews Family Influence

decision making wrt electronics

9 Role of memes in attitude formation Survey/ Interviews/ Attitude

wrt Quick commerce/ Gaming apps Focus Groups

10 Study of motivation behind students’ Survey/ Interviews Motivation

pursuing online courses

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