Companies are increasingly experimenting with available technologies in retail and service environments with the aim of enhancing customer experiences and operational efficiency. However, low adoption from consumers and perceived high failure rates remain significant challenges for many companies.
Identify a company that has engaged in such marketing innovation activities (in any industry), and conduct a small-scale piece of empirical work to evaluate the extent to which the chosen activity influences consumer behaviour, enhances customer experiences and ultimately increases sales.
Specifically – you should write an academic report for your chosen company's Chief of Marketing Officer. Summarise your evaluation and identify improvements to the current technology-assisted marketing strategy. Your report should draw on appropriate bodies of literature to highlight the ways in which marketers have (or have not) successfully managed individual factors to influence consumer behaviour and decision-making.
The growing concern on the wider natural and economic environments (i.e., climate change and global recession) and technological trends have impacted consumer behaviour in many ways.
Select a consumer research topic that is relevant to these concerns and debates.
The topic can be:
a consumer trend and/or practice (i.e., sustainable consumption, wearable technology, metaverse, VR consumption, veganism, blinded box consumption, AI usage, etc...)
Or, a marketing practice relevant to consumer behaviour (e.g., AI recommendations, packaging design, e-payment, social media content design etc...)
Analyse and interpret your selected topic using no more than two consumer behaviour concepts, theories, and frameworks discussed in this module. [For example - self-identity, consumer leaning theories, attitude theories, perception processes, dual-coding theory, decision-making theories, etc.] Based on this analysis - develop implications for marketers who seek to successfully tap into this consumer trend or engage in this marketing practice.
Your analysis and interpretation must demonstrate that you have extended your knowledge of the selected topic beyond what has been discussed in class or on the recommended readings.
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