Overview
This group project aims to demonstrate the students' ability to achieve three main learning objectives of the Consumer Behavior course and showcase an advanced level of practical application of the course material. The project targets: (1) demonstrating marketing research skills necessary for planning and executing marketing research projects, (2) show effective written, verbal, and non-verbal communication skills, (3) demonstrating professional and ethical responsibilities relevant to the specialization, and the use of information technology in business industries. All work should demonstrate a commitment to values, standards, and ethics, while managing tasks and teamwork independently and professionally. Each group is required to identify a product (good or service), and by utilizing their knowledge from topic (1) "Introduction to Consumer Behavior”, they must present the key theoretical backgrounds and the scientific and professional definitions necessary for understanding consumer behavior related to the selected product. Then, by utilizing their knowledge from topic (2) "Consumer Research" they must demonstrate their proficiency in using secondary (published during the last five years), and collecting primary data. Based on their study of topic (5) "Consumer Perception" and topic (6) "Consumer Attitudes" they are required to conduct a comparison of consumer perception & attitude towards the selected product using only one of the following pairs: (the selected product and an alternative product, two of the most famous competitors in the market selling this product, two of the most well-known brands of this product, or two countries of origin for the selected product). Finally, based on topic (3) "Decision Making" students must conduct the necessary analyses, draw conclusions, and provide recommendations through systematic critical thinking, proposing appropriate solutions supported by sufficient justifications according to the collected data, towards the consumer decisions.