Consumer Behavior 301MM Project
Project Title:
Decoding Consumer Mindset: A Behavioural Study of a Brand/Category in the Digital Age
Objective:
To analyze and interpret real-world consumer behaviour patterns for a specific product or
brand using theoretical frameworks from the course, with a focus on digital engagement
and psychological, social, and cultural factors.
Project Description:
Students will work in groups (or individually) to select a product category (e.g.,
smartwatches, food delivery apps, skincare products, electric vehicles, etc.) or a specific
brand. They will study consumer behaviour using primary or secondary research and apply
concepts such as perception, motivation, decision-making process, cultural influences, and
digital touchpoints.
The project must:
- Profile target consumers using behavioural theories.
- Map the consumer decision-making journey.
- Explore the influence of social media, influencers, and AI-driven personalization.
- Suggest strategic recommendations for enhancing consumer engagement.
Steps / Guidelines:
• Select Brand/Product Category: Choose a real-life product or service.
• Consumer Profiling: Identify demographic, psychographic, and behavioural traits of
typical consumers.
• Apply Theories: Use at least three consumer behaviour models (e.g., Maslow, EKB,
Hofstede).
• Conduct Research:
- Primary (surveys, interviews, focus groups) OR
- Secondary (industry reports, social media analysis, case studies).
• Decision-Making Journey: Illustrate the consumer journey with stages (problem
recognition to post-purchase).
• Digital & Cultural Insights: Highlight digital consumption trends, AI-driven experiences,
and cultural values.
• Recommendations: Propose marketing or branding strategies based on insights.
• Presentation & Report: Submit a report (3000–4000 words) and deliver a 10-minute
class presentation.
Learning Outcomes:
• LO1: Understand real-world application of consumer behaviour theories. (Linked to
CO1)
• LO2: Analyze psychological, cultural, and social factors influencing buying behaviour.
(Linked to CO2)
• LO3: Examine how digital transformation and AI are reshaping consumer decision-
making.
• LO4: Evaluate marketing strategies through consumer insight-driven research.
• LO5: Demonstrate teamwork, analytical, and communication skills through
collaborative research and presentation.
Evaluation Criteria:
Criteria Weightage (%)
Depth of Research and Insight 25%
Application of Theoretical Frameworks 20%
Analysis of Consumer Decision Process 15%
Integration of Digital & Cultural Factors 15%
Quality of Recommendations 10%
Report Presentation & Clarity 10%
Group Collaboration / Q&A Handling 5%
Extended Project Conduction Plan
Project Duration:
4–5 Weeks (approx. 12–15 hours of student work outside class). Integrated with Modules
III, IV, and V.
Phases of Project Conduction:
Phase Activities Timeline Deliverables
1. Initiation & Group Faculty briefing, Week 1 Team composition,
Formation student queries, project registration
group formation
2. Topic Finalization Topic selection, Week 2 300–500 word
& Proposal defining objectives, proposal
submit proposal
3. Research and Primary/secondary Week 2–3 Survey results,
Analysis research, apply CB application of
models theories
4. Report Writing & Compile findings, Week 3–4 Report (3000–4000
Presentation draft report and PPT words), PPT
5. Presentation & Group Week 5 Presentation and
Viva presentations, Q&A oral defense
6. Submission & Final submission, Week 5 Final project, peer
Reflection peer/self evaluation review, reflection
Suggested Tools & Resources:
• Research Tools: Google Forms, SurveyMonkey, MS Excel, SPSS (optional)
• Design Tools: Canva, PowerPoint, Google Slides
• Reference Sources: Statista, McKinsey, company websites, academic journals, HBR,
YouTube ads
Report Format Guidelines:
• Cover Page: Title, group name, members, institute, course, faculty name
• Table of Contents
• 1. Executive Summary
• 2. Introduction: Brand/product overview, consumer group focus, rationale
• 3. Literature Review: Application of CB theories/models
• 4. Research Methodology: Type of data, tools used, sample
• 5. Findings & Analysis: Consumer profile, decision-making process, digital insights
• 6. Discussion: Interpretation using CB concepts
• 7. Recommendations
• 8. Conclusion
• 9. References (APA Format)
• 10. Appendices (Survey tools, raw data, charts)
Assessment Rubric (Detailed Breakdown):
Criteria Max Marks Descriptors
Depth of Research 25 Strong use of data, diversity
of sources, logical depth
Application of Theoretical 20 Effective application of at
Frameworks least 3 CB models
Decision Process Mapping 15 Clear, structured consumer
journey with insights
Integration of Digital & 15 Digital engagement, AI, or
Cultural Factors cultural discussion
Quality of 10 Actionable and relevant to
Recommendations findings
Presentation Skills 10 Clarity, delivery, teamwork
in viva
Team Collaboration 5 Peer feedback and
participation
Reflection Component (Optional):
Each student submits a 300-word reflection on:
- What they learned about consumer behaviour
- Challenges in applying theoretical concepts
- Key personal takeaways (skills, insights, surprises)