MK209 Understanding Consumers and Markets: Group Assignment Guide
The assignment relates to the process of perception and the way in which marketers seek to appeal to our senses.
You are a marketing manager who wants to launch a new brand within an industry of your choice. Based on your understanding of consumer perception, what sensory stimuli could you use to help people remember your brand?
Develop a questionnaire to test your brand idea and launch it online with a relevant sample of 50 people (minimum). Respondents must be between 18-65 years of age.
Analyse your findings using Qualtrics and discuss to what extent your brand idea appeals to consumers.
Format: Group Research Report that accounts for 30% of your final mark. The coursework assessment process starts in Tutorial 1 when you will be allocated to groups. A full briefing on assignment requirements will be provided in lecture 3.
Word count: 3,000 words
Deadline: Tutorial 4
Submission details: You are required to submit two copies of assignments - one uploaded on to Myplace, and one hard copy directly to your tutor.
Feedback: You will be given feedback on your assignment online.
What to include?
This assignment offers flexibility in terms of industry choice. Your first task, as a group, is to decide what industry you want to focus on â€“ this can be any industry which particularly interests you. Some examples include: clothing, food, holidays, car, music, games console, etc.
Your assignment should include the following points:
Part 1: Background to Research (Approximately 1200 words)
â€¢ A brief overview of your chosen industry; what are the key trends? What is your target audience within this industry?
â€¢ A detailed discussion of your recommendations for integrating sensory elements into the development of your brand. This may include a discussion of vision, sound, touch taste and smell (you do not have to discuss all of these â€“ only those you feel are most relevant to your chosen brand). You should support your decisions with reference to relevant consumer behaviour theory.
â€¢ In conclusion to your background research list your research objectives, (these have to be addressed by your questionnaire).
Part 2: Methodology (Approximately 600 words. This does not include the questionnaire which should be attached as an appendix)
â€¢ Justification of sample choice: why are you focusing on these consumers? Why are they appropriate for your brand idea? How are you going to contact them?
â€¢ Questionnaire design: what are the key features to consider in designing your questionnaire? How have you chosen your specific questions?
â€¢ Choice and justification of questions. These need to be linked back to the original research objectives.
Part 3: Research Findings (approximately 1200 words)
â€¢ Present and discuss your research findings: to what extent does your brand idea work? Which elements of your brand idea appeal to consumers and which do not? Why do you think this is the case?
â€¢ Based on your findings, make recommendations to help your brand stand out. You may find it helpful to include a perceptual map to illustrate how you would attempt to position your brand amongst competitors.
Reports will be assessed based on studentsâ€™ ability to critically analyse consumer behaviour and practically implement market research techniques.
Where to find information
From the above it should be clear that one of the key requirements of this assignment is that you relate theory and practice. As a result you will need to consult a variety of different sources in order to complete this assignment:
â€¢ For information relating to your chosen industry you should search Keynote market research report and practitioner journals (e.g. Marketing Week), both of which can be accessed through the Library databases. You should also look for relevant media material including newspapers. These should be credible sources, for example, The Times.
â€¢ For information relating to perception theory you should consult both the text book and academic journal articles. To help with this, some suggestions of recommended reading are provided on the final powerpoint slide of the lecture on Perception. You will also be expected to conduct your own independent literature searches using the electronic databases. This is an essential skill that will be necessary throughout your degree. You should include a minimun of 8 references to support your assignment.
The survey and the questions is on the other file please understand and include what I mean.
"My part only to do the introduction and conclusion"
My product is about:
We are looking to introduce a new cold, flavored coffee drink on to the market.
In the introduction"
introduction about my product and then then Defines key areas, concepts and theories for the question that we used it I will show it to you in the file in. then introduce a short information about every stage which I mean about part 1 , 2 and 3 as overall that is going to include in this assignment .
Around 200 â€“250 words
Then only conclusion which is about:
A discussion of how your recommendations will help your brand stands out. You may find it helpful to include a perceptual map to illustrate how you would attempt to position your brand amongst competitors.