Consumer Behaviour The Consumer Behavior Audit can be used as a semester project in most Consumer Behavior courses.

The most unique aspect of this project, is that the student (group) is required to contact and interview a local business entity. This provides the student with an environment in which to apply many consumer behavior principles, and this ultimately helps to make those principles tangible. The following is an example of a typical project outline: Introduction The objective of the assignment is to analyze a local retail establishment or distributor to assess whether it is effectively utilizing the principles of consumer behavior to maximize its business. The paper should be fifteen to twenty pages in length. In most instances the project will require two or even three people working as a team. The conclusions and recommendations that you derive from the business analysis should be supported from research studies reported in journal articles (you must use references) and/or mentioned in the text. Types of Stores A variety of retail stores or distributors would be appropriate for the paper. In particular, local restaurants, bars, department stores, gasoline stores, and even this university would make appropriate targets of analysis. In order to complete the assignment, however, the owner/operator/manager/administrator of the store/entity must be contacted and his or her permission obtained to perform the audit. Paper Considerations In order to perform the audit, you must first become highly familiar with the consumer behavior concepts discussed in the text. In particular, make sure you understand how consumer behavior principles can be applied to managerial decision making in the areas of: marketing mix development, segmentation, positioning, and environmental analysis. Next, you must gain in-depth understanding of the business you are analyzing. The owner or operator must be interviewed, employees questioned, and customers interviewed. The paper should be subdivided into sections that discuss the store along consumer behavior dimensions, such as: its physical environment, its social environment, the satisfaction/dissatisfaction of customers, segmentation issues, environmental issues, and so forth. The paper should end with specific recommendations to the owner(s) on how to increase profitability based on the consumer behavior considerations. Grading The paper will be graded principally on its content. However, I also expect it to be well written and structured. The paper should be divided into sections with major and minor headings. Normally papers will have an introduction, headings indicative of major content areas, a conclusion section, and a section for references and appendices. Presentation At the end of the semester, a group presentation of approximately 15 minutes will be required. This presentation should cover the most important components/conclusions of the project. The presentation should be professionally developed to include (but not limited to) the use of Power-point. I have found that this type of project meets multiple teaching needs. It helps to make the principles and theories of consumer behavior more tangible. It exposes the

students to "real world" business situations. Finally, the project can facilitate group participation and serve as a comprehensive writing requirement.