.BUYER BEHAVIOUR AND ANALYSIS INDIVIDUAL PROJECT QUESTION TO DO Write a discussion paper regarding the use of ‘Nostalgia’ in marketing. How / where is nostalgia used in the marketing environment? For what products or brands? Is this an effective way of marketing? What kind of appeals are used in conjunction with this (such as fear, guilt, emotional etc.) in order to attract these consumers? In which industries / product categories does this appeal appear to be prevalent? How have marketers capitalised on this? Is this sustainable? What are the implications for all parties involved? Due 20/04/17:. The purpose of this assignment is to encourage students to look around their immediate environment and to identify and analyse reallife practical marketing practices (in the form of ads, product innovations, strategies, etc.) in the context of consumer behaviour theories. The bulk of your mark will come from how well you apply the theory. You should use the specific terminology as described in the text and illustrate how the theory applies to what you are finding in practice. Remember, you must use the theory, not simply define the concepts in the textbook. Guidelines are as follows: l You will be provided with a list of potential topics and you can choose any one of these to work on. You may instead choose a topic of your own, but this must be discussed with the unit controller for approval. l You should start with a description of the case. It can be written as a report, 10 references from academic sources are expected. Popular press (newspapers, magazines) and textbooks should be referenced but they are not counted in the 10 academic references. Obviously the more relevant the reference, the better it is. Please do visit the electronic library for these papers. The entire project should be typewritten in Times New Roman, 12 point font size with 1.5 spacing. Please adhere to all these instructions. Failing to do so will result in marks being deducted. The assignment (excluding references) should NOT exceed 2000 words. l The deadline is the 20/04/17 TEXT BOOK Solomon, M.R. (2015), Consumer Behaviour: Buying, Having and Being (11th Global Ed.), Pearson Higher Education. The referencing style for this unit is Chicago Assessment Criteria – Individual Assignment MARKS Case Description Clear and concise background description of case and topic 10 Case Analysis • Identification of the key consumer behaviour concept(s) particularly relevant to the case/topic as the main component of discussion 5 • Demonstrate good understanding and application of consumer behaviour concepts to the brand, case and topic 5 • Provide strong justifications and arguments based on the selected MARK consumer behaviour concepts (or theories) relating to the brand, case and topic. 5 Recommendations Critique & Discussion– on implications of the case/topic 10 Practicality, Relevance and Creativity of Recommendations 5 Report Structure Presentation of report (layout, grammar and formatting) 5 Referencing (minimum of 10 academic references) 5 Total: 50 Report structure What follows is a generic structure for reports. Using this structure will help to give your report the correct level of formality; it will also help to ensure that you do not leave out anything important. However, the actual structure required by your discipline may not be exactly what is represented here - you should check with your lecturer. A report should generally include the following sections. • Letter of transmittal • Title page • Executive summary/abstract • Table of contents • List of abbreviations and/or glossary • Introduction • Body • Conclusion • Recommendations • References • Appendices. NOTE: You will be marked heavily on buyer behaviour concepts and theories to your report.