Overview
MKT 385Consumer Behavior Semester Project
“Understanding a High-Involvement Product in Your Life”
Due Date: April 25, 2025, 2:00pm Presentations: 4/28, 4/30, 5/2 Objective: This project will help you analyze a high-involvement product that holds personal significance. You will explore key consumer behavior concepts, market trends, and factors (internal and external) influencing consumer attachment while considering how marketers use these insights. Involvement is defined as, “a person’s perceived relevance of the object based on their inherent needs, wants, values and interests” Solomon ( 2020). Choose a product that fits this definition for you. !!!IMPORTANT - I have completed part 1 already and im attaching the document as well, you need to complete the entire writting assignement and create a presentation as well.!!!
Project Structure 1. Introduction: My High-Involvement Product • Describe the product and why it is important to you. • Identify the company that makes it and its market position (i.e competitive advantage or disadvantage). • Explain how and why this product became meaningful in your life. (Length: 1 page) 2. Market Trends • Research general trends affecting the product’s popularity or demand. o Consider factors like technology, social changes, economic conditions, or competition. • Use credible sources such as news articles, company reports, or industry data. (Length: 1-2 pages) 3. How the Product Relates to Me • Explain how this product fits into your lifestyle. • Use consumer behavior concepts (e.g., self-concept, values, personality etc).
•Discuss whether the product has symbolic meaning for you.
(Length: 1-2 pages) 4. What Influences My Attachment? • Identify personal reasons for your connection to the product (e.g., emotions, memories, values etc). • Discuss external influences such as culture, family, advertising, or peer influence etc. (Length: 1-2 pages) 5. Marketing Insights • How can marketers use consumer insights to attract buyers? • Suggest marketing strategies such as segmentation, branding, or promotions. • Explain how companies research and respond to consumer behavior. (Length: 2 pages) 6. Reflection: What I Learned • What did you learn about consumer behavior from this project? • How does this relate to what we covered in class? • How might these insights be useful in the real world? (Length: 1 page) Expectations: • Use clear section headings. • Support your analysis with at least two credible sources. • Write professionally and ensure logical organization. • Follow the length requirements for each section. This project is an opportunity to connect academic concepts with your personal
experiences.Writing should be thoughtful, reflective, and analytical!