About this Assignment

• Understanding consumer behavior is essential for all businesses regardless of their size or industry. In this course you learned how consumer behavior forms the foundation for a wide range of activities in business from product and service development, to marketing and sales, and customer service. Businesses need to understand how consumers make decisions, develop perceptions of companies, evaluate prices, and companies. You also learned how the study of consumer behavior integrates concepts from various disciplines including research, psychology, and economics. In this assignment you will apply what you have learned by analyzing a consumer product or service in a group report (2500-3000 word paper).

QUESTIONS:

You have a pastry store in Saudi Arabia , your research will aim to understand what are the preferences of customers (related to the product (features, taste, packaging ...), price, place, promotion) when they buy a pastry products for party and special occasions. Based on your deep research , prepare a report that will address the following:

1.Identify your business name, location, and hours and days of operation. (See appendix 1 ) (0.5 points)

2.As the starting point in your analysis you should identify the primary target consumer for what you have selected.Identify your target market (your customer) (1 points).

With that target in mind, research the preferences of consumers regarding the product or service, price, place and promotion and analyse it from the perspective of consumer behaviour. In your paper address all of the following:

1. Identify your research goal (0.5 point )
2. Prepare a survey addressing the right questions to your customers and attach this survey(2 points )
3. Collect data and precise which collection method you used( 2points )
4. Explain the most relevant results ( primary data ) that you collected by your survey . (2 points )
5. Explain the preferences of the customers and how you will use the results to make the right marketing decisions regarding the 4P's.Explain how we can use the primary data that you collected in order to attract, satisfy or retain the customer? (2 points )

Note: Be creative and focus on the creation of the customer value in each step of this assignments.

APPENDIX 1

Brief description of our Business idea : Tell about your company in a few sentences: Which industry sector/ business sphere you're working in. Identify the business name, location, and hours and days of operation, your target or who you're selling your product to. (1point )

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APPENDIX 2

2- Identify the primary target consumer for what you have selected (who is your customer) (1 point).

Example: Our Target is:Pregnant woman of Riyadh city with a medium income

Gender: Female

Age category : 18 years -40 years old

Education: Different education level

Income : Medium income11,500 SAR or less / month(http://www.salaryexplorer.com/salary-survey.php?loc=191&loctype=1)

Geographic Location : Riyadh city or cities around

3. Identify your research goal (example: You have a chocolate store your research will aim to understand what are the preferences of customers (related to the product (features, taste, packaging ...), price, place, promotion) when they buy a chocolate party?)

4.Prepare a survey addressing the right questions to your customers and attach this survey(2 points )

(Copy of your survey)

5.Collect data and precise which collection method you used( 2points )

6.Explain the most relevant results ( primary data ) that you collected by your survey . (2 points )

7.Explain the preferences of the customers and how you will use the results to make the right marketing decisions regarding the 4P's.Explain how we can use the primary data that you collected in order to attract, satisfy or retain the customer? (2 points )