Individual Paper: Consumer Behavior Theory and Effective Product Development Paper

Students will write a paper identifying, describing and assessing consumer behavior theory models.

Then the student will examine, analyze, and reflect on how using various consumer behavior models contribute and influence effective product development, the marketing mix and marketing strategy.

Analysis will focus on how understanding and integrating consumer behavior theory models contributes to the development and marketing of successful products and services. Students are encouraged to include an emerging topic on consumer behavior in the paper.

The paper will be based on information from secondary sources, company web sites, as well as professional experiences and insights. Surveys and primary research are encouraged but not required.

The final report profiles how consumer behavior theory models contribute to the development and marketing of successful products and services.

Recommendations related to process improvement may be made. The student should use course concepts where appropriate. The final report must not exceed ten double-spaced, 12-point font, 1-inch margin pages. Exhibits can be added and are not included in the page total.