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Students will examine specific consumer behaviors and associated characteristics. They will examine values, psychographics, social and reference groups, decision making behaviors, and behavioral characteristics, etc. for a specific consumer group. This consumer group shares either a specific cultural or national background or is member of any special interest group (the highly involved customer, etc.…..) Criteria for selection can include personal experience and knowledge, curiosity and interest, potential future research interest, or practical application.
Research Steps:
1.Select and confirm a specialized consumer and the specific consumer behavior you want to research
2.Collect and review existing research studies and develop in depth research questions.
3.Conduct 4-5 Interviews (Ethnographic Analysis)
4.Cross Cultural considerations
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