Consumer Behavior

Conduct a three-part study to launch your company’s product to an international market. For this you must create a brand and the product you choose must be one from the following list: Chocolate, Fast Food, Cars, Cosmetics, Clothing, Children Toys, or Household Appliances. The choice of product and country should be agreed with the tutor prior to starting the work. To effectively demonstrate a thorough understanding of the differences in consumer behaviour across cultures and the need for a brand to adequately adjust to the same, you may like to consider the brand you have created to already be successful in one country, which will be different from the country you are now planning to launch in. Thus the report would include identifying the differences in consumer behaviour across the two countries and preferences that are likely to vary across cultures as well as how your company intends to the respond to the same..


Part 1: Introduction – product, brand and market (around 1500 words)
This section should first introduce the overall report and then the analysis of:
· Product and brand: product type, level of involvement, brand and brand identity
· Market: country market, reason for the choice of country, competitors, target customers (segmenting, targeting, positioning).
Part 2: The consumer (around 1500 words)
In this section you should provide an in-depth study of the target consumers in this market, including relevant aspects of their consumer behaviour, such as:
· Buying Roles, Decision Making Process, Self-Concept, Motivation, Perception etc. You should make use of at least 5 different consumer behaviour topics.
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In addition a proper consideration of the cultural dimensions is a must. This should include:
· Key influences on their behaviour (cultural dimensions, cultural values, reference group etc.).

Part 3: Plan to launch the product (around 1500 words)
Based on your understanding of consumer behaviour in the market, propose a marketing communication plan to launch the product. The recommendations should be closely linked to the consumer behaviour analysis, for the target audience and take care of the cultural differences. The plan should focus on branding, message and tones, choice of media, advertising campaign and other communication tools.

Sample Solution

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