The Brand is Glossier ( Makeup company) product of focus is a miniature set https://www.glossier.com/products/the-skincare-edit Submission Requirements Your final project must be submitted as follows: PowerPoint presentation format. No fewer than 20 slides organized by topic (do not use "notes" on the bottom of the slide) Typed, double-spaced, in 16-18-point Times New Roman Prepared using an acceptable college-level style guide such as APA, MLA, or UMGC's Guide to Writing and Research; all of these guides can be found in the virtual UMGC library Presented in such a way that the reader can clearly understand your logic and conclusions. Organize using the slide outline given in the assignment. Posted in your Assignments folder not later than midnight on the due date for this assignment, according to the syllabus Use required headings Citations (end/foot notes) within text is required as well as a references slide (Use APA)  at the end of the paper Cover page and references slide are required and included in the slide number. Keep text analysis in the business tradition of a 3rd person voice (no I, me or my, we, or you, etc). DO NOT use portions of a another project (typically Principles of Marketing 350) to plug into any of the requirements for this project.  The two projects are very different. Background Consumer behavior research can be very expensive and time consuming. How do companies decide/justify spending money on research? Many large companies that regularly conduct research begin with a very small exploratory project that is often done with the expertise that is already staffed in the Marketing Department. Once this is done and if it's found you need a national sample then, you can pitch the CFO for the money needed to go forward. You have been put in the position of conducting the exploratory research to find if you need to hire an expensive outside Consumer Behavior Research firm to take the research to the next level. You have been assigned a brand/product item for your first consumer behavior research project (brand assigned at random by Professor). Complete sections one and three based on secondary data collected through outside research. Cover Slide: Include name of student, Professor and the brand that is being covered. (Slide 1) Section 1: Background A) Give some introductory information about your product/brand. Include the current status of the four P's. Not needed is historic information (company beginnings, etc.). Only current data is needed here.  (This should be covered in slides 2-5, one slide for each area of the Market Mix)           B) Research and discuss the brands target market: demographics (slide 6) also include the geographics, psychographics and any behavior-based segmenting variables (label them by base) (slide 7) typical decision-making aspects (How would the target go through the Consumer Decision Process?  Where in the Consumer Decision Process does there seem to be issues?) .

1. The Brand is Glossier ( Makeup company) product of focus is a
miniature set https://www.glossier.com/products/the-skincare-
edit
Submission Requirements
Your final project must be submitted as follows:
PowerPoint presentation format.
No fewer than 20 slides organized by topic (do not use "notes"
on the bottom of the slide)
Typed, double-spaced, in 16-18-point Times New Roman
Prepared using an acceptable college-level style guide such as
APA, MLA, or UMGC's Guide to Writing and Research; all of
these guides can be found in the virtual UMGC library
Presented in such a way that the reader can clearly understand
your logic and conclusions. Organize using the slide outline
given in the assignment.
Posted in your Assignments folder not later than midnight on
the due date for this assignment, according to the syllabus
Use required headings
Citations (end/foot notes) within text is required as well as a
references slide (Use APA) at the end of the paper
Cover page and references slide are required and included in the
slide number.

2. Keep text analysis in the business tradition of a 3rd person
voice (no I, me or my, we, or you, etc).
DO NOT use portions of a another project (typically Principles
of Marketing 350) to plug into any of the requirements for this
project. The two projects are very different.
Background
Consumer behavior research can be very expensive and time
consuming. How do companies decide/justify spending money
on research? Many large companies that regularly conduct
research begin with a very small exploratory project that is
often done with the expertise that is already staffed in the
Marketing Department. Once this is done and if it's found you
need a national sample then, you can pitch the CFO for the
money needed to go forward. You have been put in the position
of conducting the exploratory research to find if you need to
hire an expensive outside Consumer Behavior Research firm to
take the research to the next level. You have been assigned a
brand/product item for your first consumer behavior research
project (brand assigned at random by Professor). Complete
sections one and three based on secondary data collected
through outside research.
Cover Slide:
Include name of student, Professor and the brand that is being
covered. (Slide 1)
Section 1: Background
A) Give some introductory information about your
product/brand. Include the current status of the four P's. Not

3. needed is historic information (company beginnings, etc.). Only
current data is needed here. (This should be covered in slides
2-5, one slide for each area of the Market Mix)
B) Research and discuss the brands target market:
demographics (slide 6)
also include the geographics, psychographics and any behavior-
based segmenting variables (label them by base) (slide 7)
typical decision-making aspects (How would the target go
through the Consumer Decision Process? Where in the
Consumer Decision Process does there seem to be issues?)
(slide 8)
identify one market segment that you will discuss as a target
market using segmenting variables discussed above. (slide 9)
Section 2: Consumer Influences
Identify and analyze three of the most relevant aspects of
consumer influences that are relevant when marketing this
brand. Provide reasoning why you believe the influence is
relevant. (Each Consumer Influence should be it's own slide 10-
12)
Examples of what might be included:

4. Attitude
Perception
Learning/Memory/Consumer Information Processing
Motivation
Emotion
Personality
External Influences:
family
culture
social class
reference groups
situation
generation
any other external influences.
Section 3: Marketing Strategy (
Identify current issues that may need consumer behavior
research).

5. Outline at least SIX questions for each of the three Consumer
Influences (from SECTION 2) relating to the brand being
explored (relating directly to Consumer Behavior internal and
or external factors). Each group of questions must have at least
6 closed-ended questions which explore the dimension in
detail. For each question, give an explanation as to why it
needs to be asked. State the question and then give the
reasoning. Be sure to organize by paragraph. DO NOT question
using marketing terms or concepts (ex. What are your
perceptions of the brand?). Qualifying questions (demographic
or otherwise) are not included in the required number but you
can ask these to get the correct sample for your survey.
(Slides 13-18)
Examples of areas that pair nicely with the Consumer Influences
include:
advertising
consumer decision process (be specific which stage)
public relations and publicity
sponsorship
cross promotion
product distribution (specific retailer, shelving, etc.)
product placement
alternative media
pricing

6. sales activities
customer service
packaging
brand name, brand images, brand personality figures or
celebrity endorsers
Section 4: Present and Survey Respondents
A) Complete a Consumer Behavior Survey with at least 20
questions using the questions created in Section 3. The
breakdown of the questions should be 18 closed-ended questions
and 2 open-ended questions. Be sure that the closed-ended
questions are numerically scaled questions (horizontal scales
presented, adjectives are numerically represented and the
presentation is horizontal for the scale offering the + choices
from left to right. Here is an example:
The taste of Coca-cola is important when choosing this brand to
purchase:
Very Likely +3 +2 +1 0 -1 -2 -3 Not Very Likely
B) Collect survey results from at least 10 respondents that
would be a part of the main target segment discussed in section
1. In this section, tell how you implemented the instrument
(survey) whether is be in person (paper), internet or social
media (which one). Also comment on how the subjects were
recruited to take the survey. Did you offer any incentive?
Were there difficulties in doing this? What was your response
rate (number of surveys mailed/posted vs. what was turned in or
taken, if applicable).

7. (Slide 19 and 20 should represent a copy of the finished look of
the survey, the one that was given to the respondents)
Section 5: Analyze Finding/Conclusion
Analyze your findings from the survey, including a minimum of
one table. Discuss how your findings (even though they are
from a very small sample) could be the basis for a larger
research project to be conducted by the brand. A copy of the
survey itself and your resulting data must be included in your
presentation (results can be in table form). Last, make your
recommendation if there needs to be a larger study conducted or
not (and why). Identify and recommend which type of research
approach should be done (Positivist or Interpretivist) and why.
(Slides 21+)