Students will each complete Assignment $2$ as a final project. Each student will select a consumer behaviorrelated issue and complete a project based on the theories and concepts covered in the course. You may choose a topic from a or b below. The below guidelines provide an outline of the critical areas that must be included in the project. Please upload your project proposal $($description of what you plan to do$)$ by April $7.$

Please select one of the topic areas to complete the assignment:

a$)$ An examination of the factors influencing AUM students in their choice of smartphones.

Based on the issue, students may select a smartphone provider, segment the market, explore the consumer decision$-$making process, and determine the factors $($internal$,$ external, and situational$)$ that may affect consumers' decisions. Students will conduct primary and secondary research to gain additional insights on the issues, and then make recommendations for marketing strategy.

b$)$ An examination of a public issue related to consumer behavior $($e$.$g$.,$ how to enhance community involvement in recycling programs$).$

Based on the issue, students may select a public issue, segment the market for targeting effectiveness, explore the consumer decision$-$making process related to the issue, and determine the factors $($internal$,$ external, and situational$)$ that may affect consumers' behavior. Students will conduct primary and secondary research to gain additional insights on the issues, and then make recommendations for marketing strategy.

Research Component in Your Paper:

For the assignment, the student should conduct primary market research $($e$.$g$.,$ in$-$depth interviews with $1-2$ experts in the area; a focus group study with about $3-5$ people from the target market, as well as secondary research $($e$.$g$.,$ an industry publication, government sources, etc.$).$ Evidence of the research should be submitted with the final report. Based on the results of the research, the student will make recommendations for marketing strategy.

Proposal and Assignment Rubric:

All students should submit a project proposal $($approx$.1$ page$)$ by April $7.$ The proposal should include a brief description of the selected issue, the primary research you expect to do$,$ and a brief explanation as to why the issue is important. All proposals must be approved by the instructor. In addition, topics may not be changed without the prior approval of the instructor. I will be holding requested online individual meetings for project