The coursework will consist of a report based on a group project (2,500 ± 5% words no leeway).

You have a choice of two group projects, select ONE.

Topic 1: Perfumes

Part A: Discuss the different motivations identified in the literature for the purchase of symbolic products such as perfumes. In doing so you must acknowledge the different product classifications identified by previous literature.

Part B: With your group, conduct 2 focus groups to uncover the motivations for the purchase of perfumes. Analyse your findings and compare them with existing literature on motivations identified in part A.

Topic 2: Fast-Food

Part A: With your group identify the evaluation criteria for the selection of a fast-food restaurant to dine. Provide an evaluation of the different fast-food restaurant chains discussing your choice of decision rule.

Part B: Create a printed advertisement with a promotional message that provides the consumer with a decision strategy to follow in choosing a fast-food restaurant to dine. Students will be briefed about the assignment topics in the first session. However, note that to address the assignment you will need to conduct primary research as requested by the topic you select, and also review the academic literature on the topic. In doing so you will be required to retrieve and use academic articles in the area of your focus. Further information about structure will be provided in the first session.