Final Project: Consumer Behavior Company Analysis

For your final project, you will analyze and write a paper about the company you chose earlier in the semester, which mine is on "Netflix", from a consumer behavior perspective. You may select a single product or service that they sell, or you may speak to the company as a whole.$$

I want you to dive deeply into publicly available, reputable sources $($e$.$g$.,$ use Google Scholar, major consulting firm articles, business magazine and newspaper articles, the company$$s social media site$($s$),$ etc.$)$ to gather data that will enable you to write a paper outlining content from at least $6$ of the $11$ chapters we are covering this semester $($excludes chapter $1),$ which these chapters are from the book, "Consumer Behavior $8".$:

Value and The CB Framework

Chapter $2$

Consumer Learning Starts Here: Perception

Chapter $3$

Comprehension, Memory and Cognitive Learning

Chapter $4$

Motivation and Emotion: Driving Consumer Behavior

Chapter $5$

Personality, Lifestyles and the Self Concept

Chapter $6$

Group and Interpersonal Influences

Chapter $8$

Microcultures

Chapter $10$

Consumers in Situations

Chapter $11$

Decision Making $1$: Need recognition

Chapter $12$

Decision Making $2$: Alternative Evaluation and Choice

Chapter $13$

Beyond Consumer Relationships

Chapter $15$

As an example, you may decide to cover value from Chapter $2.$ In that section of the paper, you could share:

What you believe their marketing strategy is

The value that their products are providing to the marketplace and whether they are providing value in multiple ways

Whether they have clearly articulated their value proposition to the consumer

You could demonstrate on a perceptual map where it is that they fall in the marketplace relative to the competition

Another example could be sharing from Chapter $5$ around motivation:

Are consumers driven by utilitarian motivation or hedonic motivation for this company$$s products$/$services$?$

How involved you believe their consumers are in the product$/$service category

The type$($s$)$ of emotion you believe this company$$s products$/$services elicit from consumers

If they use humor in their advertising, what impact you believe it has on consumers

I strongly encourage you to pick a few more chapters and go through the chapters, like above, bulleting out a few items you could write about relative to the company you have chosen.$$

Your paper should begin with an introduction of the company, the products$/$services they sell, and what aspect you plan to cover$$ in your paper $($the company as a whole or a specific product$/$service$).$

Your paper should wrap up with an evaluation of the effectiveness of the company$$s consumer behavior strategies based on their market performance and consumer feedback $($look at reviews, social media feedback, etc.$).$

The paper should:

Be $8-10$ pages in content length

Include at least $10$ sources that you referenced to write your paper

Include a cover page and table of contents $($not included in content length$)$

Use $1\mathrm{.}5$ line spacing, size $11$ or $12$ font

Include page numbers on all pages except the cover page and table of contents

Include a references$/$works cited list, with articles and other relevant sources cited throughout your paper $($not included in content length$)$

You are not required to follow a specific paper style, e$.$g$.,$ APA, Chicago, MLA, but if you have a preferred style, please use it$$I want you to focus on the content, ensuring you include what I have asked for above.