Consumer

Behavior
Project Brief
Consumer-decision journey analysis and redesign

• For your class project, you will select a brand that you are familiar
with, conduct the analysis and execute redesign of the consumer-
decision journey for this brand based on the application of relevant
theories and knowledge acquired in this class
• The final report must be 2500 words (excluding references)
Suggested structure of the report
1. Introduction of the brand
2. Detailed description of the current
decision-making journey for its
customers
3. Identification of the relevant
internal and external factors
impacting this brand’s consumers
4. Suggestions for improvement.
Redesign of the critical
touchpoints throughout the
consumer decision-making
journey in order to optimize
outcomes relevant to the
brand’s marketers
Tips
• Identify outcomes that are important to your chosen brand. E.g., a charity brand is
likely to be focused on increasing the amount and/or frequency of donations
• Review relevant theories and class materials to identify which factors will be
especially influential in impacting consumer behavior for this particular brand
• When making suggestions, ensure that they are specific, and always demonstrate
that your suggestions are backed by relevant theories and class materials.
Tips
E.g., you might identify that your current brand operates in a highly saturated market, and struggles with
consumer recall. In other words, consumers need to remember this brand in order to consider it when
making purchase decisions. Based on this, you can suggest that the brand introduces a specific product
scent, and back your recommendation up by referencing Krishna, A., Lwin, M. O., & Morrin, M. (2010)

E.g., you might identify that an e-commerce brand faces low conversion. In other words, consumers might
visit the website, but fail to make a purchase. You might suggest capitalizing on the endowment effect as
one possible solution to this problem. Specifically, you can suggest that the brand ships the items to the
consumer first, and only charges the consumer for the items that s/he decides to keep.
Working on your project
• You are equipped to start your project on Week 1, as soon as you familiarize yourself with the class materials
pertaining to consumer journey
• You can start by identifying the brand and describing the typical journey of this brand’s consumer
• Each week as you are introduced to new internal and external factors that impact consumer behavior, you will
be able to reference your project draft, and consider the impact of these factors in the context of your project
• As you develop your project, you will be able to discuss it with your classmates online, as well as solicit
advice from your instructor
• Last week of class will be devoted to peer feedback on your project
• Completed report will be due at the end of the class