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Task

Individual project, each student will be assigned a different brand by the professor. Students may consider their brand from a global perspective or from theirown country’s perspective.

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Use official cover provided on Moodle, table of contents and introduction. Each question should be clearly identified as a headline and answered as a separate section of the paper.

BRAND:  PEPSI Co.

Questions:

  • Describe the consumer behavior typology for your brand (how do consumers act/react in front of this brand, perception)
  • Describe the segment/ segments your brand is targeting.
  • Apply the Consumer buying process to one product of your brand and explain how the brand is influencing them in the process.
  1. Formalities:
    • Wordcount: 1.000-1.500 words
    • Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
    • Font: Arial 11 pts.
    • Text alignment: Justified.
    • The in-text References and the Bibliography have to be in Harvard’s citation style.
    • Upload either MS Word or PDF to avoid Turnitin rejection.
    • Submission: Week 7– Via Moodle (Turnitin). Due date: 14th March 
  • It assesses the following learning outcomes:
  • Understanding of the role of consumer behavior in the marketing process and the role of the marketing process on consumer behavior.
  • Identify the different typologies of consumer behavior for a specific brand.
  • Be able to apply the consumer buying process and develop the segmentation tools.

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