Group Project Part 1 Delivery 1By Zachary Toupin, C.docx

Group Project Part 1 / Delivery 1
By: Zachary Toupin, Chaewon Lee, Takudzwa Mushosho,
Paramvir Bajwa and Synclaire Ocici
MKT 3230 Consumer Behaviour
Instructor: Marcio Coelho
January 21, 2020
Group Project Part 1 Example
1: Original Brand Name of Product: KitKat
Product Class: chocolate bar / candy
Description: chocolate bar (wafer covered with milk
chocolate)
2: Current Target Market: people of all ages and
chocolate lovers
Are of all ages
People who like chocolate
Busy people who need a break
Need: having a snack, quick convenient way to eat
3: Currently Sold: Across Canada, in grocery stores,
corner stores, convenience stores, etc
4: Price Range: $1 – $4
5: Three Major Environmental Factors are:
Demographics (ages / busyness)
Natural: ethical sourcing of ingredients (cocoa)

Political: ethical sourcing of ingredients again
6: Product Extension: Caffeinated KitKat (KitKat with
caffeine added)
Same as original KitKat bar, but with added caffeine,
helps those taking breaks to “recharge their batteries” or get a
boost of energy, instead of coffee or energy drink
MKT 3230 Consumer Behaviour A01
February 2, 2020
This is our group’s chosen advertisement for Kit Kat. This ad
for Kit Kat appeals to the large target market Kit Kat has
chosen to advertise towards. Since Kit Kat is a food item, it
tries to appeal to the public and consumers in general, although
more consumers will be attracted if Kit Kat offers them
something of value. Kit Kat has cemented itself as a snack you
have when you need to take a break, or if you are feeling
anxious or overwhelmed. Thus, Kit Kat also targets busy people
who need a break, giving them that extra reason to purchase a
Kit Kat over its competitors. The ad shows how anxiety will
diminish when a person consumes a Kit Kat, giving those busy
consumers a reason to try Kit Kat.
Chapter 1

As a group we decided that our target audience is anyone in
general that likes chocolate. But to be more specific, our target
audience could be people in the workforce, or people in general,
that need a break – hence Kit Kat’s famous quote “Have a
break, have a Kit Kat.” This is reflected in our chosen ad, as
breaks are featured in the advertisement.
Since our product is a chocolate bar, we are not limited in the
age groups we are targeting. The ages of our audience vary from
toddlers all the way up to seniors. Our younger audience will be
more attracted to our product for the sole reason that it is a
chocolate bar, but our older audience may be more inclined to
eat a Kit Kat as opposed to other brands because they associate
having a break to having a Kit Kat.
Chocolate is a very diverse product that brings people from
around the world together. The customers we are targeting
specifically are people that are on the run and have a fast-paced
lifestyle. This is a particularly good target market for our
product, because these consumers with fast-paced lifestyles are
becoming a growing trend in the fast-paced world we live in
today. Kit Kat targets men and women of all ages that love
chocolate. But what draws consumers to this particular brand is
again the slogan “Have a break, have a Kit Kat.” Therefore, by
targeting consumers that are very busy or always on the move,
we can create a need that did not exist before. Every time
someone needs a break, they will automatically think about
having their favourite waffle bars covered in chocolate, leading
to a need to purchase one if they do not have a Kit Kat already.
Kit Kat’s slogan also connects well with Kit Kat’s target
market, being consumers of all ages and genders, especially
those people who love to eat chocolate. The break mentioned in
the slogan is intended to indicate a break during work or study,
thereby also targeting teenagers and students as well as
workers. Along with our perception, we concluded that these
targeted consumers would not prefer necessarily to have variety
in chocolates and purchase premium brands. There is no higher
tendency for them to try chocolates with more sophisticated or

luxurious brands, such as Godiva or Royce. This is the reason
why we could put the segmented consumer for social class and
income as general workers and students, with little to no level
of income.
An issue could be brought up in regards to Kit Kat’s
business ethics, with the issue of ethical sourcing of ingredients
for the product. However, Kit Kat has already made significant
progress on this front, as in 2016, Kit Kat became the first
global chocolate brand to use 100% responsibly sourced cocoa
in its chocolate confections.
Chapter 2:
Our chosen product is a chocolate bar and it is one for people
who are lovers of chocolate and who are consumed in their busy
lives that they would need a bit of a distraction, just like a
chocolate bar to snack on. The Kit Kat bar is really convenient
compared to other chocolate bars, because it can easily be
carried around and perfectly fits into pockets. Additionally, Kit
Kats can be easily broken apart into several evenly shaped
wafers, making sharing the product between multiple consumers
easier as well. The Kit Kat bar’s design also fits well into the
palms of your hands and feels appropriate to break apart,
appealing to the sense of touch of all consumers of all ages.
As marketers know today, our eyes play a large role in what we
take into our stomachs. Kit Kat is no exception to this
fundamental concept when it selects its packaging. It is known
through research that people tend to actually eat more, hence
consume more, when the products are wrapped in small
packages. It is no wonder that Kit Kat has many of its chocolate
bars wrapped in very little packaging, which has been made as
easy to remove as possible. Consumers are hence attracted to
buy more chocolate bars in the long run, sometimes without
even noticing. This is leveraged even further by Kit Kat,
because it has already made sharing the product between
multiple consumers easier by the very design of the product.
Furthermore, the colour used in the ad is suitable to grab the

attention of the target group. We know today the fact that
colour can greatly boost a brand’s image and make it stand out
from its competitors. Research today also shows that 93 percent
of people are captured by the visuals of an ad. The target group,
as mentioned earlier, are rather busy people and so using bold
colours such as red helps to easily grab the attention of the
consumer. In addition, with the different kinds of chocolate
being advertised, using red is essentially relevant to make the
Kit Kat bar stand out and be easily remembered in the minds of
consumers.
It is also noted that the older one gets, the duller colours appear
and so older consumers would typically prefer brighter tones.
Our chosen ad can also appeal to these types of older people
with busy schedules because such ads would more easily
noticed by this demographic of consumer. Also, the ad
purposefully reflects the message of the brand’s positioning. Kit
Kat seeks to have its consumers view it as a snack that people
can easily have during their breaks. This falls under the
positioning dimension of occasion. It is no wonder that this ad
skilfully plays around a graph showing one’s anxiety levels
against their breaks, demonstrating that the shorter one’s break
is, the higher their anxiety levels and hence the more of a Kit
Kat bar they should consume.
Chapter 5
Kit Kat’s advertisement helps ease the self-concept and self-
esteem of those who purchase our product. Our chosen ad
depicts how your anxiety levels go down after taking a break
with a Kit Kat. This helps to ease any negative feelings about
eating something that is considered unhealthy, because the
consumer is actually getting something positive out of the
product, and not just a good tasting snack. Thus, negative
feelings that could arise in the consumer’s self-concept from
eating something considered “junk food,” is diminished if not
eliminated, safeguarding the consumer’s self-esteem. The
advertisement for Kit Kat can also create a self-fulfilling

prophecy of sorts. Since our chosen ad shows how your anxiety
level will go down after consuming a Kit Kat, consumers will
believe it has that effect and will also potentially feel their
anxiety levels being reduced by the product. This would be
another positive for Kit Kat, as it gives the product another
edge over its competitors, despite the fact it may or may not
actually reduce anxiety.
Symbolic interactionism can also be leveraged by Kit Kat.
Because Kit Kat markets itself as a snack for busy people to
help them take a break, it can be said that consumers may
gravitate towards Kit Kat because of the message it gives out to
other consumers. If a consumer would like to be seen as a busy
person leading a busy lifestyle, they may be more inclined to
purchase a Kit Kat over another brand of chocolate bar. This
would also fit in with self-image congruence models. Since busy
people will be consuming Kit Kat bars, it can be seen how a
busy consumer would choose a Kit Kat bar over other chocolate
bars, because Kit Kat has attributes that match those of busy
people needing breaks.
Those who are often self conscious will often pay more
attention to information about the product. People may feel self
conscious about the quantity of food they eat or having
unhealthy snacks like chocolate. Consumers may even believe
that the costs of eating Kit Kats outweighs the benefits. Our
chosen ad helps to eliminate this feeling of being self
conscious. It is communicating to the consumers in the most
simple way possible how Kit Kats can help you cope with
anxiety. This is particularly important because of the day to day
difficulties people face that may produce anxiety, which Kit Kat
would help moderate. As a result of this marketing tool this may
aid consumers in becoming less self conscious about the product
itself. It will also help in eliminating doubts about the benefits
the product may have. This ad will help show that there are
more benefits than costs. It will in turn change how the public
view the product and create a more positive mindset.
In addition, consumers are constantly evaluating their body

image and the impacts of products they consume to their body
image. If these products fail to contribute to their body image in
a positive manner, they may be reluctant to consume the
product. Our advertisement helps to combat this issue because it
does not make mention of body size or ideal beauty. It
addresses this issue by displaying the images of the different
sizes of Kit Kats one can consume in the form of a graph. This
ad is making an attempt to ensure consumers that the product is
able to accommodate their needs in relation to how much they
would like to consume in order to contribute to their ideal body
image. Kit Kat is adaptable for all. Our ad also helps address
this issue by not making body image the center of attention. No
models are used and there is no idealistic view of beauty or
body perfection created. People are being given the chance to
define beauty and perfection on their own terms.
Questionnaire Questions
1) Do you consider yourself a busy person?
2) Do you like / consume chocolate?
-if yes, what do you know about kit kat? --Do you like kit kat?
3)Do you like / consume coffee?
-If yes, how much coffee do you drink a day?
4) Do you eat something during your breaks?
5) How old are you? (Demographic question)
6) Are you employed? (Demographic question)
7) Do you feel a need for a boost of energy during your day?
(Which a break provides)
· If yes, how?
8) Are you willing to replace coffee with a caffeinated
chocolate bar?
9) How much do you spend on coffee/energy products daily?
Weekly?
10) How many breaks do you take/permitted while at work?
(usually allowed 2 + lunch break)
11) Thinking about companies that provide chocolate, what
companies come to mind?

12) When choosing a chocolate brand, what do you mostly
consider? (price, quantity, quality)
13) If the chocolate bar was low in calories (i.e low sugar/fat)
would you consider switching from coffee to a chocolate bar? If
not, why not?
14) How much are you willing to pay for a caffeinated
chocolate bar?
15) If you need to choose either a coffee or a caffeinated
chocolate bar, what would you choose and why?
MKT 3230 Consumer Behaviour A01
March 12, 2020
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Survey Summary
To summarize our survey results, we found various insights into
our target market. For our survey, we used a wide range of
respondents so we could come up with some good data and

responses to our survey. We interviewed various people whose
ages ranged from 18 to 60, giving us a good sample of different
people to respond to our survey. Of the people we interviewed,
the majority of them said they were busy with work, with the
second most common answer being busy with school and
studying. This is characteristic of our target market as they are
people who consider themselves busy. We also saw that the
majority of our respondents also stated they liked and consumed
both coffee and chocolate, although chocolate was consumed a
lot less on average as compared to coffee. This again bodes well
for our product, as many respondents are already familiar with
similar products to our product extension and would thus be
inclined to try, or to at least notice, the introduction of our new
product extension. Additionally, our respondents indicated that
they considered themselves at least fairly busy, as the majority
answered with a 4 or higher to our question. This also proves a
good data point we can leverage for our product extension, as
we could aim our product to people who consider themselves
busy. Another point to note is that environmental issues are
important for our target market. Most respondents answered that
environmental issues are a 4 or higher in importance for them.
This would also prove a good point to exploit in our extension
by highlighting our product’s sensible decisions regarding
environmental issues, such as using ethically sourced
ingredients like cocoa and palm oil. Most respondents also said
they felt the need for a boost of energy in their daily lives. This
need would prove easy for our product to exploit, as it would
give these consumers that boost of energy they are looking for.
Although this might be a bit hard to do, given most consumers
we surveyed indicated they use coffee to fulfill this need
usually. Most respondents said they would also rather coffee
over a caffeinated chocolate bar. This is definitely detrimental
for our product extension, as we initially thought our product
could serve as a substitute for coffee. But as our survey results
showed us, this might not be the most successful position for
our product to occupy. Thus, we suggest that our product not be

an outright substitute for coffee in our initial launching of the
product, but rather an accompanying product that could
occasionally substitute for coffee. This would help the product
get introduced to the market without excluding those who like
and/or still prefer coffee.
Facts:
Nikki is the manager of a small-midsize call center that handles
orders for a national chain of floral shops, InBloom Flowers.
She recently implemented a policy change based on the needs of
InBloom. Previously, employees worked from 9:00am-5:00pm,
Monday through Friday. Due to an increase in orders, InBloom
requested that the call center expand its hours and add
Saturdays (Saturdays seem to be a high need day). In order to
fulfill this request, Nikki changed the hours to 7:00 am-6:00 pm
Monday through Friday, and to 8:00 am-4:00 pm on Saturdays.
This change means that employees will be given a new schedule
based on their seniority. Those with the most seniority were
allowed to pick their shift first. Below are the shift options
A: 7:00 am-3:00 pm M-F
B: 10:00am-6:00pm M-F
C: 7:00am-3:00 pm Tuesday-Saturday (8:00-4:00pm on
Saturdays)
D: 10:00am-6:00 pm Tuesday-Saturday (8:00-4:00pm on
Saturdays)
Obviously, those with seniority were able to pick their ideal
shift while those with less seniority were left with less options.
One of those who felt that she received a less than ideal shift
was Michelle. Even though she has worked for the call center
for over two years and is a stellar employee, because of the
longevity and lack of turnover in the call center, she ranked
around the bottom 20% for picking a shift. Michelle ended up
with Shift D: 10:00am-6:00 pm Tuesday-Saturday (8:00-4:00pm
on Saturdays). Furious with this shift assignment she wants to

meet with Nikki and demand that she get a shift that better fits
her home life responsibilities. Michelle is a single mom and has
an ideal daycare provider who only has hours from 8:30-5:30
Monday through Friday.
Module 04 Course Project - Power Struggles
This section will focus on identifying the power differences
between the two parties in the ongoing negotiation. In the
situation between Nikki and Michelle there is a definite power
differential between the two parties. Power can be derived from
many sources. For this part of the project review the scenario
fact pattern and address the following questions in your paper:
1. Compare and contrast the power differential between the
parties. Where does Nikki derive her source of power? Identify
whether Michelle has a source of power.
2. Create a list of how the party perceived to be in the "lesser
power position" should prepare and proceed with the
negotiation. Relate your list to the facts of this case.
In your paper, follow standard mechanics in grammar,
punctuation, and spelling. Provide proper APA cited research:
in text and full citations.
Copyright © 2017 Pearson Canada Inc. 7 - 1
Attitudes
Chapter 7

Chapter Objectives
• Understand that it is important for consumer researchers to
understand the
nature and power of attitudes.
• Understand that attitudes are more complex than they first
appear.
• Understand that attitudes are made up of three components:
affect,
behaviour, and cognition.
• Understand that we form attitudes in several ways.
• Understand that a need to maintain consistency among all of
our attitudinal
components often motivates us to alter one or more of them.
• Understand that we use attitude models to identify specific
components and
combine them to predict a consumer’s overall attitude toward a
product or
brand.
• Understand that social norms can impact the degree to which
consumer
attitudes will influence their behaviours.
The Power of Attitudes
Attitude

Lasting, general evaluation of people, objects,
advertisements, or issues
• Attitude object (AO)
• Help to determine a number of preferences and
actions
Functional Theory of Attitudes
• Katz: Attitudes exist because they serve some
function
• Determined by a person’s motives
• Attitude functions:
• Utilitarian
• Value-expressive
• Ego-defensive
• Knowledge
• Marketers emphasize the function a product serves
for consumers (what benefits it provides)
• Marketers emphasize the function a product serves
for consumers (what benefits it provides)

• Katz: attitudes exist because they serve some
function
UTILITARIAN
FUNCTION:
Relates to rewards and
punishments
VALUE-EXPRESSIVE
FUNCTION:
Expresses consumer’s values
or self-concept
EGO-DEFENSIVE
FUNCTION:
Protect ourselves from
external threats or internal
feelings
KNOWLEDGE
FUNCTION:
Need for order, structure, or
meaning

Functional Theory of Attitudes cont’d
• Marketers emphasize the benefits a product serves
for consumers
• Example: Study of football fans identified three
clusters:
Cluster Sports Marketer’s Strategy
Die-hard team fans Provide greater sports knowledge
Relate attendance to personal values
Those who enjoy
cheering for winning team
Publicize aspects of visiting teams,
such as sports stars
Those who look for
camaraderie
Provide improved peripheral benefits
(e.g., improved parking)
The ABC Model of Attitudes
Attitude has three components:
• Affect: The way a consumer feels about an attitude

object.
• Behaviour: Person’s intentions to do something with
regard to an attitude object.
• Cognition: Beliefs a consumer has about an attitude
object.
Hierarchies of Effects
• Impact/importance of attitude components depends
on consumer’s motivation toward attitude object
Hierarchy of Effects
• High-Involvement Hierarchy
• Consumer “bonds” with the product over time
and is not easily persuaded to experiment with
other brands.
• Seeks out a lot of information, carefully weigh
alternatives, and come to a thoughtful decision.
• Low-Involvement Hierarchy
• Consumer does not have strong brand preference
• Consumers swayed by simple stimulus-response
connections

Copyright © 2017 Pearson Canada Inc.
ZAJONC’S MODEL OF HEDONIC CONSUMPTION
According to the experiential hierarchy of effects, we act
on the basis of our emotional reactions.
• hedonic motivations
• emotional contagion
• cognitive-affective model
• independence hypothesis does not eliminate the role
of cognition in experience
7 - 11
Product Attitudes Don’t Tell the Whole Story
Attitude Toward the Advertisement
• We form attitudes toward objects other than the
product; acn influence product selections.
• We often form product attitudes from ads
• Aad: Attitude toward advertiser + evaluations of ad
execution + ad evoked mood + ad arousal effects
on consumer + viewing context
• Think about it: When you read a pleasant ad

are you interested in the product or the
atmosphere?
Ads Can Create Powerful Feelings
Commercials evoke
emotion
• Upbeat feelings:
amused, delighted,
playful
• Warm feelings:
affectionate,
contemplative, hopeful
• Negative feelings:
critical, defiant,
offended
Forming Attitudes
• Classical conditioning: Repeated often
• Instrumental conditioning: Reinforcement, modeling

Attitude Commitment
Degree of commitment is related to level of
involvement with attitude object
COMPLIANCE
Lowest level: consumer forms attitude because it
gains rewards or avoids punishments
IDENTIFICATION
Mid-level: attitudes formed in order to conform to
another person or group
INTERNALIZATION
Highest level: deep-seeded attitudes become part
of consumer’s value system
Consistency Principle
Principle of cognitive consistency:
• We value/seek harmony among thoughts, feelings,
and behaviours
• We will change components to make them
consistent
• Think about it: Do you ever make choices that
your know are unhealthy, but do it anyway?

Why?
Cognitive Dissonance and
Harmony Among Attitudes
Theory of cognitive dissonance
When a consumer is confronted with inconsistencies
among attitudes or behaviours, action is required to resolve
the “dissonance”
• Example: Two belief statements
about smoking:
• “I know smoking causes cancer”
• “I smoke cigarettes”
• Consumer will resolve the
dissonance by either satisfying
urge to smoke or stopping the behaviour
Copyright © 2017 Pearson Canada Inc.
Post purchase dissonance
• Postpurchase dissonance
can occur in situations
where the consumer
has a choice between
more than one
favourable alternative
• dissonance resolution to

commit to the chosen
object even more
after purchase
• Marketers can reaffirm
that the consumer made
the right choice
7 - 18
Self-Perception Theory
Self-perception theory
We use observations of our own behaviour to determine
our attitudes
• We must have a positive attitude toward a product if
we freely purchase it, right?
• Low-involvement hierarchy (after the fact)
• Foot-in-the-door technique (start with small
request)
• Low-ball technique (ask for small favour)
• Door-in-the-face technique (ask for big favour)
Social Judgement Theory
Social judgment theory
We assimilate new information about attitude objects in

light of what we already know/feel
• Initial attitude = frame of reference
• Latitudes of acceptance and rejection
• Assimilation and contrast effects
• Brand preference
Balance Theory
Balance theory
Considers relations among elements a consumer might
perceive as belonging together
• Involves triad attitude structures:
• Person
• Perception of
attitude object
• Perception of
other person/object
• Perception can
be positive or
negative
• Balanced/harmonious triad elements
• Unit relation and sentiment relation

Restoring Balance in a Triad
Basking in reflected glory
• Consumers often like to publicize their connections
with successful people or organizations to enhance
their own standing.
• Marketing Applications
• Marketers use celebrity endorsers of products to
create positive associations –
• Budweiser release of a limited edition “Fan Brew”
beer for Winnipeg Jets fans.
• Can backfire if public opinion of celebrity shifts
e.g., Tiger Woods.
Attitude Models
• Attitude assessment can be complex
• Product/service may have many attributes

• Attitudes are affected by other factors (approval of
others)
• Attitude models help identify influencers of
evaluations
Multi-Attribute Attitude Models
• Multi-attribute models: Consumer’s attitudes toward
an attitude object depends on beliefs she has about
several or many attributes of the object
• Three elements
• Attributes of AO (e.g., college)
• Example: scholarly reputation
• Beliefs about AO
• Example: University or College is strong
academically
• Importance weights
• Example: stresses research over athletics
Fishbein Model
Measures three components of attitudes:

• Salient beliefs about AO
• Object-attribute linkages
• Evaluation of each important attribute
Strategic Applications
of Multi-Attribute Model
• Capitalize on relative advantage: Convince
consumers that product attributes are important in
brand choice
• Strengthen perceived product/attribute linkages: If
consumers don’t associate certain attributes with
the brand, make the relationship stronger
• Add a new attribute: Focus on unique positive
attribute that consumer has not considered
• Influence competitors’ ratings: Decrease the
attributes of competitors
The Extended Fishbein Model
Theory of reasoned action: Considers other elements

of predicting behaviour
• Intentions versus behaviour: measure behavioural
intentions, not just intentions
The Extended Fishbein Model
Theory of reasoned action: Considers other elements
of predicting behaviour
• Social pressure: Acknowledge the power of other
people in purchasing decision
• Subjective norm: What we believe other people think
we should do
• Attitude toward buying: Measure attitude toward the
act of buying, not just the product
Obstacles to Predicting Behaviour
in the Theory of Reasoned Action
Fishbein model’s weaknesses include:
• Doesn’t deal with outcomes of behaviour, including
those beyond consumer’s control
• Doesn’t consider unintentional behaviour, such as

impulsive acts or novelty seeking
• Doesn’t consider that attitudes may not lead to
consumption
• Doesn’t consider the time frame between attitude
measurement and behaviour
• Doesn’t differentiate between consumer’s direct,
personal experience, and indirect experience
Normative Influences
Two types:
• Descriptive norms – norms that convey what others are
doing
• Injunctive norms – norms that convey what others think
you should do
• Descriptive norms can be very powerful
• Cialdini and colleagues reuse of hotel towels
research
• Especially combined with feedback - Opower
MKT 3230 A02 (3 CH)
CONSUMER BEHAVIOUR

Dr. Marcio Coelho
108 Drake, MW 2.30 -3.45 pm
1
Consumer Behaviour Project (20%) 1
This project is designed to enhance your understanding of the
processes involved in and the influences on
Consumer Behaviour.
The main objectives of the Consumer Behaviour Project are:
• To develop an appreciation for the value of knowledge of
Consumer Behaviour in developing a
successful marketing strategy
• To provide a coherent framework for interpreting consumer
reactions to marketing stimuli
• To develop an appreciation of the ethical dimensions of
consumer marketing
• To develop your knowledge on how to write precisely and
concisely for business writing
To achieve these objectives, you will be asked to do some
specific tasks:
• Learn and use key terms, definitions, and concepts used in the
field of Consumer Behaviour

• Show knowledge and understanding of the course material in
your group project
• Engage in and report on your own consumer behaviour with an
increased awareness of the
internal and external forces at work when you make a purchase
• Share with the class your applications of Consumer Behaviour
theory, using your group’s project
Your group will choose a product (good, service, combination,
event, person, place, etc.) which is
currently offered for sale in the Canadian marketplace today by
a specific company (it need not be
manufactured in Canada).
After learning about the consumers who buy this product, create
the concept of a product extension. This
new product must be something that is not currently marketed
by that particular company, that you think
would interest the same customers who are now buying the
original product.
EXAMPLE: if you chose Gatorade with their green (and other
colours) drink which is marketed to young
sporty people, particularly males, your product line extension
might be a line of Gatorade sports clothing.

I should advise you to choose a product for which you will be
able to find an advertising campaign; you
may use an ad from the Internet but be sure it can be printed out
to hand in, and that it has the elements of
an advertisement and is not just a picture (an ad can be just a
picture but that's a philosophical debate for
another time).
i. Point of View
When writing the project, put yourself in the role of a marketing
consultant to the producer of the product
you have selected. Write it like a business report - clear and
concise.
1 Project developed by M Louise Ripley, M.B.A., Ph.D from
York University, Toronto. Used with Permission
2
ii. General Format for all Five Parts

For each Part of the Project you will hand in within the first 15
minutes of class on the day it is due, the
required number of pages as stated below, typed in standard
font - Times New Roman, Helvetica, or Arial
Regular (NOT Ariel Narrow), single-spaced in not less than 11-
point type, with 1" margins all around.
a. Using Theory
As this is a course in an academic business program, I am
looking for evidence that you're using the
theory you are reading about and discussing. So use the theory
and use the terms. Don't waste space
defining terms; we all have the book. Instead, use them.
Remember when you're working on these assignments that
you're not going to be graded on whether you
get a particular topic (e.g.: differential threshold) right for a
particular purchaser of your particular
product .
Sometimes I do not have these "right" answers for all possible
products students might come up with --
but you are being graded on whether you use the terms correctly
and seem to understand them, and you

are being graded on how well you cover the material using your
own product as an example.
b. The Five Parts of the Consumer Behaviour Project
i. Part 1 (0 marks but you can't go forward without submitting
it)
LENGTH – 1 - 2 pages, single-spaced,
Due – Monday, January 20 in the UM Learn
Prepare a cover page like the cover page above.
In short, on no more than 2 pages, do six things (number them):
1. State the brand name and product class of a specific product
currently existing in Canada (this is
your original product), for which it would be possible to create
a new product within the product
line* (this is your product extension).
2. The product class is the type o product, e.g. transports, food,
energy and oil, construction, etc.).
The brand name is the specific brand name of the product
currently marketed. Add to this a few
words to tell me what this thing is, if it is not immediately
obvious from its name. For example, if
you have the product class soft drinks and you tell me that your
current product is Pepsi Diet

Cola, you do not need to tell me that that's a cola. However, if
you have timekeepers as a product
class and you tell me that you're researching the Bagnasty's
Absquatulator, tell me what it is.
3. State the current target market for the current product and
then state the 3 most important
characteristics of the current target market for this product. On
a separate line, state the most
important customer need that your product meets. Don't analyze
it; just state it. You should
elaborate this analysis on the last delivery which is due to same
day of your group presentation.
Try as much as you can to be sure that this most important need
relates directly to the eventual
product extension you will choose.
4. State where the current product is currently sold, both
geographically and in terms of its type of
distribution.
3

5. State in Canadian dollars the price range at which the current
product is usually sold. Maybe you
will need to make a quick research here.
6. State the three most important environmental variable that
affects your current product, out of the
basic seven environments (demographic, geographic, economic,
natural, technological,
political/legal, socio/cultural); then in not more than 3 lines
explain each one of them (three lines
for each).
7. State your best idea at this time for a proposed product
extension to be sold to this same target
market and describe it in not more than 3 lines. You may change
your idea as you progress
through the assignments, but having an idea at the start of what
you will eventually sell to this
target market will help you to focus on what you analyze about
them now.
That's it: No more, No less. This part doesn't have theory, at
least not explicit stated theory. It is designed
to get your group started quickly and to get you to understand
the importance of writing concisely.

While preparing Part 1, read the instructions for the other parts
and be sure that you can do what is
required in the rest of the assignment with what you propose in
Part 1. Here is what an Assignment One
might look like:
1. Original Brand Name of Product: Bagnasty’s Absquatulator
Product Class: Timers
Description: method to account for time spent doing crossword
puzzles
2. Current Target Market: Crossword Puzzle Lovers
over age 18 (i.e. not children)
have very little free time
enjoy leisure highly structured
Need: method to help cut down on time spent doing crossword
puzzles
3. Currently Sold: across Canada, in bookstores
4. Price Range: $4 - $6
5. Three Major Environmental Factor: socio-cultural, because it
involves people's free-time activities
Technological: this is kind of a new technology that it is not
applied to this specific field yet.

Political – Legal: As it will be a new application to this
technology, maybe some regulations will
apply on it.
6. Product Extension: Bagnasty’s Pool-Side Absquatulator
Waterproof version of original to enable puzzlers to track
puzzle-solving time pool-side or actually in the
pool
ii. Part 2 (10 marks)
LENGTH – 6 to 8 pages total, double-spaced + copy of ad.
Due – Friday, February 3, in the UM Learn
Chapters related to it: 1,5, and 2.
Choose one print ad for your company's current product and
attach a copy of it to this report; make
another copy - you will need it later. In not more than 2 pages
for this first part, identify the customers for
your current product and describe them in ways specifically
relevant to the course material in Chapters 1,
2 and 5 of Solomon and in ways that clearly relate to how the
product and the attached advertisement
appeal to those customers. Put the material relevant to each
chapter on a separate page. Two pages for

4
each chapter, and label them. Do not overlap or overrun pages
and stick to margin etc. limits. Be specific;
think of this partly as an outline of what is most important in
these chapters.
Realize that while you are in essence being asked to follow the
outline of the chapter, you don't have
room to list absolutely everything. Use the BLUE TOPICS in
the textbook as your guide, and look at the
bolded terms below those. For example, in Chapter 1 there are
15 Blue Topics (The first is Consumer
Behaviour: People in the Market Place) and in Chapter 2 there
are 13 (the first is Smell, but note that you
don't need to write down all the senses, just the one main one
that is relevant to your product and/or ad).
Write in true point form and you will have room to cover all of
them. Be sure you use the terms in ways
that show me that you understand what they mean. You may

relate the term to the current product, the
target market, or your advertisement. DO NOT YET USE THE
NEW PROPOSED PRODUCT.
Note that most terms will apply in some way to any product.
You cannot for example say that "schema" is
not applicable or that "positioning" is not relevant. There is a
schema in every human thought, and no
marketer would start any marketing project without some idea
of how to position the product in the
market. For example, while one of the five senses might not
seem directly relevant for a product, it may
be relevant simply in the fact that it is NOT part of the product
(think about Clinique's line of scent-free
cosmetics). You should have almost no items listed as "N/A"
(not applicable).
In another two pages, choose the five most important points of
the chapter and write further at length
(point form or prose) describing specifically how that point
relates to your product and its ad.
iii. Part 3 (20 marks)
LENGTH – 8 - 12 pages total, double-spaced.
Due – Friday, March 16 in the UM Learn

Chapters related to it: 6 and 9
Do some informal research for this part - interviews or survey
of a small group of current users of the
product or a product similar to yours and use the information in
the first part of this Part, which is done
the same way as Part 2. Try to gather some simple information
on demographics and psychographics that
might be helpful to you when you introduce your product
extension.
You're looking for some early clues to whether or not your
extension would be popular with your current
target market. In not more than 4 pages, further describe your
current customers in ways specifically
relevant to the course material in Chapters 6 and 9 of Solomon,
making specific reference to what you
found out in your limited market research and again using the
Blue Topics as a guide. Put the material
relevant to each chapter on two separate pages, two pages for
each chapter and label them. Do not overlap
or overrun pages. Do not include a separate analysis of the
information you find out in your research, but
rather make sure it shows up in your writing to illustrate the
terms and theories you are explaining

(example: "57% of our respondents said they liked the
symbolism in the ad"). As with Part 2, think in
terms of your customer, the current product, and the
advertisement that reaches that customer. Ultimately
these three things should be inextricably linked: a good ad will
target the reasons that the customer buys
the product.
Remember the basic rules of ethical research with human
participants, even informal research as this is:
you must identify yourself and tell them what you are doing and
why, you must assure them of
confidentiality, and you must tell them that they are free at any
time to stop the interview. The sample
need not be large enough to be statistically significant - I'm
more interested in how you use your results
5
than that those results be statistically significant, I do not need
to see your questionnaires or summaries of
data, and I don't want to see any statistical tables.

In another two pages, choose the five most important points of
these chapters and write further at length
(point form or prose) describing specifically how that point
relates to your product and its ad.
Although you are writing about your current product and its
consumers, you are already beginning here to
think about your new product: what you're doing here is playing
amateur psychologist, and trying to wrap
your mind around the learning processes and motivation that
drives these people to buy this product, for
the express purpose of selling them something similar -- the
very worst of what Marketing is often
accused of doing! Your main focus here is on the current
product, but use this opportunity to ask them
briefly about their reaction to your proposed new product -
Would they be interested? How much would
they expect to pay? Where would they expect to find the
product?
As for this part you should need to prepare some questions, we
should follow this dates to prepare the
survey:

Until February 5 – Send me the questions you’ve prepared for
the survey.
Until February 12 – I will give you feedback on the survey.
From February 17 to March 16 – Do the survey with as much as
people you can. Use the winter break to
collect data and analyse it.
From March 2 to 16 – Prepare the report for the Delivery 3.
iv. Part 4 (10 marks)
LENGTH - 6 pages total, double-spaced.
Due – April 1, 6, or 8.
This final part of the project will be your group presentation.
Using what you learned overall, in not more
than 15 minutes, explain to the class about your original
product, the advertisement you’ve choose, and
the new product line extension that your group is suggesting the
company launches in the market.
Present to the class the most important points that are related
with the course content (you should retrieve
the information and feedback gave by the professor on
Deliveries 2 and 3.

Describe how you expect your current customers to go through
the process involved in moving from
being loyal users of the original product to (you hope) being
loyal users of your product line extension
including attempts you make to change their attitude toward a
new product. Be specific; think of this
partly as a summary of what was most important to you in the
book, in terms of your project.
The presentation will be evaluated for:
• Clarity of presentation: the actual product and the product
extension proposed by your group
should be clear and easy to understand;
• Level of relatedness of the presentation with the most
important points in the course content;
• The quality of the proposal to attract actual loyal customers to
the new product proposed using
Costumer Behaviour concepts (process involved in moving from
being loyal users of the original
product to (you hope) being loyal users of your product line
extension);
• Persuasiveness of the presentation to senior management.
• Creativity, organization and presentation of relevant
information, dress, manner, and speaking
style of the presenters.

6
Each group’s member should take part on the presentation. If a
student doesn’t present with his/her group,
it won’t receive the grade for this part of the Project.
The group doesn’t need to deliver a written report on this part
of the project.
During all the semester, each group should be prepared to make
a short presentation before each delivery.
I should give each group the opportunity to share about its
project, or could choose one or two groups
instead to do so.
The evaluation criteria of the presentation is found below
MKT 3230 A02 (3 CH)
CONSUMER BEHAVIOUR

Dr. Marcio Coelho
108 Drake, MW 2.30 -3.45 pm
7
Summary of Final Project Analysis Evaluation Criteria
Category High Proficiency Some Proficiency No/Limited
Proficiency
Alloc
atio
n
Clarity: Level in
what the new
idea is easy to
understand
Clearly presents information about the actual
product and suggested product line extension,
that doesn’t need further explanation
Successfully presents good amount of information
about the actual product and make suggestions to
the product line extension that needed some
explanation else
The product presented and the product line
extension suggested are hard to understand
without clarification
10

Analysis:
Level of
relatedness of the
presentation with
the most
important points
in the course
content;
The group shows high interpretational skill on the
concepts studied during the term, correctly
relating them with the product line extension
suggested.
The group show some proficiency in analyzing the
concepts. Most of the time these concepts were
correctly related with the course content.
The group failed in correctly analysing and relating
Consumer Behaviour’s concepts and applying them
to the product extension proposed.
30
Proposal to
attract
customers: to the
new proposed
product
The Consumer Behaviour project shows a feasible
and consistent proposal on how to turn loyal
customers to the actual product into customers
to the new product line extension proposed using
concepts studied in this term

The project shows interesting ways to try to turn
loyal customers to the actual product into
customers to the new product line extension
proposed using concepts studied in this term, but
lacks support to the strategy
The Consumer Behaviour project is wear in terms
of how to turn loyal customers to the actual
product into customers to the new product line
extension proposed using concepts studied in this
term
25
Persuasiveness of
the presentation
to senior
management.
The group present clear information and
concepts that would likely convince the firm’s
senior management to adopt the product line
extension proposed.
The group present good information and concepts
on Consumer Behaviour, but lacks evidence and
reasons to convince the firm’s senior management
to adopt the product line extension proposed.
The presentation fails in persuade the Senior
Management to adopt the product line extension
because missed some important concepts or
clarification
20

Creativity,
organization;
Dress, manner,
and speaking
style of the
presenters
The group presented the final report in a creative
manner, well dressed, with loud, clear and proper
speaking style, and could be done to senior
management in a real firm
The group made a good presentation, but could
have improved the creativeness, the dressing, the
voice style and the persuasiveness.
The presentation lacks in creativity, group
dressing, voice style and persuasiveness
15
8
Consumer Behaviour Project (20%)i. Point of Viewii. General
Format for all Five Partsa. Using Theoryb. The Five Parts of the
Consumer Behaviour Projecti. Part 1 (0 marks but you can't go
forward without submitting it)ii. Part 2 (10 marks)iii. Part 3 (20

marks)iv. Part 4 (10 marks)Summary of Final Project Analysis
Evaluation Criteria

Group Project Part 1 Delivery 1By Zachary Toupin, C.docx

Recommended

Recommended

More Related Content

Similar to Group Project Part 1 Delivery 1By Zachary Toupin, C.docx

Similar to Group Project Part 1 Delivery 1By Zachary Toupin, C.docx (20)

More from shericehewat

More from shericehewat (20)

Recently uploaded

Recently uploaded (20)

Group Project Part 1 Delivery 1By Zachary Toupin, C.docx