CONSUMER BEHAVIOUR

· Individual assignment.

· The students must make strategic recommendations for the company that has been assigned to them by addressing a brand-new buyer persona.

· Your document will be outlined in the following structure:

o Analysisofthecompanysituation(SWOT) o Analysisofthemarketenvironment(PESTLE) o Creationofanewbuyerpersona–mustbedifferentfromthatoftheMid-term. o Explainandcommentonthemainbehavioralfactorsdrivingthepurchasedecisionsofthisnewpersona. o Strategical recommendations: make recommendations on how to strategically approach this persona. Here you may address the areas of

consumer behavior that you believe suit best your case – always justify your choices in a proper and academic manner. • All the sections should be critically addressed with reference to the knowledge learnt in class plus your own research of the topics.

Submission: Week 11 – Sunday 25th May 2021, at 23:59 CEST (via Turn-it-in).

Formalities:

· Wordcount: Between 1500 and 2000 words.

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 12,5 pts.

· Text alignment: Justified.

· The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

· Apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales and retail strategies, for marketing or consumer management.

· Recognize new trends early in the field of analytics and consumer experience.