Consumer Behavior Research Project

Graded Project

Consumer Behavior Research Project

© PENN FOSTER, INC. 2017 PAGE 1CONSUMER BEHAVIOR RESEARCH PROJECT

Graded Project

CONTENTS OVERVIEW 2

INSTRUCTIONS 2

GRADING CRITERIA 3

SUBMITTING YOUR PROJECT 4

© PENN FOSTER, INC. 2017 PAGE 2CONSUMER BEHAVIOR RESEARCH PROJECT

Graded Project

CONSUMER BEHAVIOR RESEARCH PROJECT

OVERVIEW Your goal for this assignment is to apply what you’ve learned about consumer behav- ior in this course. Use this research assignment to practice identifying and evaluating marketing concept strategies commonly found in today’s marketplace. To accomplish the requirements for this assignment, you’ll need to submit at least three pages of typed material.

INSTRUCTIONS Understanding the influence of culture on the consumer decision process is an important part of a marketer’s job. Cultural norms and values, along with consumer perceptions, family, and group influences, are all factors that can significantly impact the diffusion of new products or services. Many firms realize that they must adapt existing product or service models when introducing them into a foreign market.

First, you’ll read the Global Opportunity box titled “Fast-Food Rulers in China” in Chapter 8 of your textbook. Then, you’ll examine the two different strategic approaches adopted by the fast-food chains KFC and McDonald’s when they expanded into China. Which, in your opinion, would be the more effective strategy for expanding into India, and why?

Your project should include evidence to support why the strategy you selected has the best chance of success. Examples of evidence include Indian demographic statistics, comparison with similar brand/product expansions into India, ethnographic studies, the results of direct questioning and content analysis, and so on.

Your project should be three double-spaced pages typed in a standard print font, size 12, with 1-inch margins. Be sure to provide a works cited page that lists reliable websites, journals, and any other references used in preparing the submission. Any sources ref- erenced must be in proper MLA format. Visit Purdue Online Writing Lab at https://owl. english.purdue.edu/owl/resource/747/05/ for information about MLA-formatted works cited pages.

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Graded Project

GRADING CRITERIA The following rubric will be used to grade your project.

MKT320 Consumer Behavior Research Project

08055000 Grading Criteria Exemplary Proficient Fair Poor Not Evident

Content The project provides a clear, focused discussion of the assigned topic.

All of the sources are reliable and correctly cited, and strongly support why the selected strategy has the best chance of success. (60 points)

The project provides a mostly clear and focused discussion of the assigned topic.

Most of the sources are reliable and correctly cited, and support why the selected strategy has the best chance of success. (59–40 points)

The project provides a somewhat clear and fairly focused discussion of the assigned topic.

Some of the sources are reliable and correctly cited, and adequately support why the selected strategy has the best chance of success. (39–20 points)

The project provides an unclear, unfocused discussion of the assigned topic.

None of the sources are reliable and correctly cited, nor do they suffi- ciently sup- port why the selected strat- egy has the best chance of success. (19–1 points)

The project provides an unclear, unfocused discussion that doesn’t pertain to the assigned topic.

It doesn’t include any supporting evidence. (0 points)

Written communication and format

The project is three double- spaced pages typed in a standard print font, size 12, with 1-inch margins.

It’s clearly and neatly organized.

It includes an engaging introduction and a strong concluding paragraph.

The project is three double- spaced pages.

It was typed in a standard print font, size 12, with 1-inch margins.

It is, for the most part, clearly and neatly organized.

It includes an adequate introduction and a fair concluding paragraph.

The project is more or less than three double- spaced pages.

It was typed in a standard print font, size 12, with 1-inch margins.

It’s somewhat neatly organized.

It includes a weak intro- duction and a weak conclud- ing paragraph.

The project is more or less than three double- spaced pages.

It was typed in a standard print font, but in a font size other than 12 and the margins aren’t 1 inch.

It’s disorganized.

It doesn’t include an introduction or a concluding paragraph.

The project is less than three pages.

It isn’t double- spaced, nor was it typed in a standard print font, size 12, with 1-inch margins.

It’s disorganized.

It includes neither an introduction nor a conclud- ing paragraph.

(Continued)

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Graded Project

SUBMITTING YOUR PROJECT Save your project as a Microsoft Word (.doc, .docx) or Rich Text Format (.rtf) file. Be sure that the file contains the following information:

n Your name

n Your student ID number

n The lesson number (08055000)

n Your email address

MKT320 Consumer Behavior Research Project

08055000 Grading Criteria Exemplary Proficient Fair Poor Not Evident

Written communication and format (continued)

The gram- mar, spelling, punctuation, and sentence structure is correct. (20 points)

There’s one error in gram- mar, spelling, punctuation, and sentence structure. (19–13 points)

There are fewer than two errors in grammar, spelling, punctuation, and sentence structure. (12–7 points)

There are fewer than three errors in grammar, spelling, punctuation, and sentence structure. (6–1 points)

There are multiple errors in grammar, spelling, punctuation, and sentence structure. (0 points)

Works cited page

The works cited page is well- organized, in correct MLA format, and includes all the con- sulted and referenced sources.

There are at least three citations. (20 points)

The works cited page is mostly organized, in mostly correct MLA format, and includes all the con- sulted and referenced sources.

There are at least three citations. (19–13 points)

The works cited page is somewhat organized, in mostly correct MLA format, and includes all the con- sulted and referenced sources.

There are fewer than three cita- tions. (12–7 points)

The works cited page is poorly organized, in incorrect MLA format, and doesn’t include all the consulted and referenced sources.

There are fewer than three citations. (6–1 points)

The works cited page isn’t included. (0 points)

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Graded Project

To submit your graded project, follow these steps:

1. Go to http://www.pennfoster.edu.

2. Log in to your student portal.

3. Click on Take Exam next to the lesson you’re working on.

4. Follow the instructions provided to complete your exam.

Be sure to keep a backup copy of any files you submit to the school!