Overview
Deadline of your assignment group project: Saturday 12th April 2025
INSTRUCTIONS:
1. Each group consists of 5 members.
3. Please type your assignment as follows: Ø Font Size 12 ØTimes New Roman Ø Double-spaced on A4 paper.
4. The contents of the assignment must be based on your deep research , opinions, discussion as well as your own critical thinking.
5. Your assignment must be written in English only.
6. Plagiarism, copying and cheating will NOT be awarded any mark, and disciplinary actions will be taken instead.
7. Your assignment must be submitted by LMS before the deadline Saturday 12th April 2025and the time as follows: 00.00am to 12.00 pm .Those who DOT NOT submits ON TIME considered late submission. Your mark will be deducted in this case.
8. The assignment constitutes 15 % of the course marks.
10. You are required to prepare a front cover for your assignment.
OBJECTIVE:
Be innovative, creative and critical thinking
To assess learners’ ability to:
▪ Understand the importance of the consumer to a firm’s success
▪ Cope with the current knowledge of consumer behavior
▪ Understand consumer reactions to marketing stimuli
▪ Apply behavioral principles to the analysis of marketing problems and the design of marketing strategy
Consumer Behaviour Assignment: Macaron Market Research in Riyadh (15 Marks)
Scenario: You are planning to open an artisanal bakery specializing in handcrafted macarons in Riyadh. Your goal is to conduct consumer research to understand the factors influencing macaron purchasing decisions and identify opportunities to build your brand.
Assignment: Conduct actual consumer research and develop a comprehensive report based on your findings. This assignment involves data collection and analysis.
1. Research Objectives (2 Marks):
• Clearly define three specific research objectives related to understanding consumer behavior towards macarons in Riyadh. These objectives should be actionable and measurable.
2. Target Market (2 Marks):
• Describe your target market for artisanal macarons in Riyadh, justifying your choice.
3. Research Methodology (5 Marks):
• Detail the research methods you employed to gather data, justifying your choices. You might use a combination of qualitative and quantitative methods. Examples:
• Surveys: Design and administer a short questionnaire (12-15questions) focusing on purchase drivers, flavor preferences, price sensitivity, and brand awareness. Report the link of your survey and number of surveys completed.
• Focus Groups: Conduct a focus group (or individual in-depth interviews if a focus group is not feasible), outlining the target participants, topics covered, and how the data was analysed. Report the focus group transcript (record the discussion then rewrite it ) as well as the guidelines and number of participants.
4. Data Analysis and Interpretation (3 Marks):
• Analyze the collected data. Explain how the findings inform your business decisions regarding product development, pricing strategy, marketing campaigns, and branding. Be specific.
5. Marketing Mix Decisions Based on Research (3 Marks):
• Based on your research findings, outline specific decisions you would make regarding the 4Ps of the marketing mix:
o Product: What macaron flavors, sizes, and packaging would you offer? Justify your choices based on your research.
o Price: What pricing strategy would you adopt? Justify your choice based on your research findings regarding price sensitivity and competitor analysis.
o Place (Distribution): Where would you sell your macarons (e.g., physical store, online, partnerships)? Justify your choice based on your research regarding consumer preferences and accessibility.
o Promotion: What marketing and promotional activities would you use to reach your target market (e.g., social media, advertising, events)? Justify your choices based on your research regarding consumer media consumption and brand awareness.
Submission:
• Submit a written report (maximum 1500 words) detailing your consumer research plan, the data you collected, and your analysis of the findings. Include the questionnaire, focus group discussion guide (or interview questions), and any other relevant materials as appendices.
Note: if you will opt for a survey this link can help you to make an online survey and to design your survey:https://www.surveymonkey.com/user/sign-up/?ut_sour...
If you will opt for a focus group:
Planning a Focus Group
1. Pick a single, clear purpose. ...
2. Narrow down your target audience. ...
3. Consider organizing a control group. ...
4. Refrain from using the focus group for ulterior motives. ...
5. Find a second facilitator. ...
6. Choose a comfortable venue and recording method. ...
7. Prepare questions. ...
8. Plan out how you will record data.
Grading Rubric:
• Data Collection: Demonstrates evidence of actual data collection.
• Clarity and Completeness: Are all aspects clearly and comprehensively addressed?
• Justification: Are the chosen research methods, target market, and marketing mix decisions adequately justified?
• Relevance: Is the research and analysis relevant to understanding macaron purchasing decisions?
• Practicality: Is the research plan feasible?
• Marketing Mix Decisions: Are the proposed marketing mix decisions clearly linked to the research findings and well-justified?
• Presentation: Is the report well-organized, clearly written, and free of grammatical errors?