Mini Project and Presentation (Weightage – 10 %)

Evaluation Objective –

1. Students will be able to demonstrate the learnings to understand, evaluation the

consumer behavior for the assigned products (Goods/Services)
2. Students will be able to develop the interview skills with right probes for understanding
the consumer behavior.
3. Students will be able to evaluate Why customer buy? What customer buy? When
customer buy? Where customer buy? How customer buy? And for whom customer
buy?
4. Students will be able to analyze the responses of the marketers producing the assigned
product category and evaluating their marketing mix.

Description -

For the Mini – Project, in line with PIBM’s SCPS Model, each student will be assigned
the product (Goods/Service). The students will be preparing the report and presentation
using all the learning in “Consumer Behavior”

The Report (Word File) and Presentation (PPT) shall be prepared based on the
information collected from the primary and secondary data sources and to be critically
analyzed. The presentation must consist below mentioned contents. The deadline for
completing the presentation evaluations will be the last week ofApril 2023.

Report and Presentation Content –

1. Evolution of the Product category

2. Current set of organizations producing the product category
3. Different Varieties of the product available
4. Consumer behavior analysis for the product –
a. Different types of consumers (Segments) and the attractiveness of the segments,
application of VALS "Values and Lifestyles"
 b. Relationship between consumer behavior and customer value, satisfaction, trust
and retention
c. Benefits received and expected from the products
d. Consumer Motivation for the Product
e. Personality and consumer behavior
f. Consumer Perception of different brands available in the product category and
consumer learning
g. Individual determinants of the consumer behavior (Personality, self-concept,
motivation, involvement, information processing, learning and memory,
attitudes)
h. Environmental influences on consumer behavior (Culture, Subculture, Social
Class, Social group, Family)
5. Consumer decision process for the assigned category.
6. Marketing Mix analysis of different brands for their target segments (At least 2 Brands)
7. Organizational buying behavior for the assigned category. ( If applicable)
8. Observations, findings, insights, suggestions, conclusion.

Learning Outcomes –

1. Students will be able to understand the nature and evolution of the product
category
2. Students will understand the different products available for the customers in to
that category.
3. Students will evaluate the different organizations producing the product category.
4. Students will evaluate the benefits offered by different brands.
5. Students will analyze the consumer behavior for the product category.
6. Students will analyze the marketing strategy (STP) and marketing mix of
different brands (at least two) offering the product category for their target
segment.
7. Students will map the market in terms of segments, size, demand, market share,
competitor’s market share, and industry standing for the assigned category.
8. Students will create the Buyers Personas for the assigned product category.

Competencies to be developed –

1. Critical thinking
 2. Problem Solving
3. Decision making
4. Domain Knowledge and Business Acumen
5. Data Analysis.
6. Presentation and communication

https://www.youtube.com/watch?v=a6ab8IbVPBc