Final Task – Consumer behavior strategic recommendations
Please beware that the quantity and quality of references are of the utmost relevance towards the credibility of your work, make sure you include in-text citations alongside an appropriate list of references.
You must submit an individual report in which, after careful consideration and reviewing the specific topic, you provide strategic recommendations to the company selected in the midterm, based on consumer behavior theories and analysis. The expected sections and table of contents of this report are:
• Introduction: Purpose of the project and key consumer behavior insights (no more than 300 words)
• Current trends and consumer behavior ethics: What are trends related to consumer behavior within the industry as of 2022? What are some ethical
debates that concern customers today?
• Psychology of consumers: Address and explain the psychological factors that affect the behavior of the target audience (motivation, perception,
attitudes).
• Customer’s journey: Acknowledge and apply the (1) consumer decision-making process regarding this brand, and (2) the customer journey map (applied
to this company to). The latter should be developed as seen in class, using the visual representation of the framework. Make sure to identify strong and
weak points within the consumers’ journey.
• Strategic recommendations: Considering the report that you have developed, and the information analyzed, recommend two strategies for the
company to implement concerning consumer behavior. Make sure that they are specific, the company should know exactly what to do and how to do it; avoid using general statements or simply pointing out to strategies. Rather, fully develop them including all pertinent details and explaining why the company should do these two actions.
Formalities:
• Wordcount: minimum of 2000 and maximum of 2500 words.
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 11, 1.5 line spacing.
• The in-text References and the Bibliography must be in Harvard’s citation style.
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