Buyer behaviour and analysis THE BRAND NAME IS UNDER ARMOUR USE PICTURE, STATISTIC AND IMPLIMENTATION This is an APPLICATION assignment. You will not get any marks by simply providing a description 1. Due: 14,may,2017. The purpose of this assignment is to provide you with the opportunity to analyse and present solutions to a real-life practical marketing problem in the context of a “brand analysis”. The “brand analysis” should allow you to tap into different aspects of the concepts and theories covered in the course on an applied basis to develop a deeper understanding of key areas of consumer behaviour. The bulk of your marks will come from how well you apply the theory. Use the specific terminology as described in the textand illustrate how the theory applies to what you are finding in practice. Use the theory and not simply define the concepts in the textbook. Guidelines are as follows: • Students will be given two weeks to form project . • The student is required to choose a single brand within a product category which you can find and collect brand-related information (e.g. advertisements, news/business articles, websites). After a detail and thorough analysis of the brand’s current marketing, you must then describe the areas in which the use of 2 (maximum to 3) consumer behaviour theories or concepts have been applied to the chosen brand. The key is to identify how the company marketing the chosen brand are attempting to influence, modify or impact the consumer’s behaviour using specific consumer behaviour theory. You must reinforce your discussion with clear evidence (i.e. scholarly articles) that supports, explains and critiques consumer behaviour theory within the brand information that you have collected. • You should start with an overview of the brand. It can be written as a report, journal or viewpoint. The structure is left for you to decide as longas you answer the crux of the questions. • Please ensure that you provide justifications for the use of relevant BBA concepts, theories and models in your discussion. This is an APPLICATION assignment. You will not get any marks by simply providing a description. • At least 10 references from 'academic sources' are expected. Popular press (e.g. newspapers, magazines) and textbooks should be reference but are NOT counted in the 10. • The final project should not exceed 3000 words (excluding references and other attachments). • 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. Please adhere to all these instructions. Failing to do so will result in marks being deducted. REPORT DEVELOMENT The student must do two things in order to successfully complete the report. First, the student must become familiar with the various consumerbehaviour concepts covered in the course. The student must be able to read about the actions of a particular brand and recognise when theseactions illustrate the use of a consumer behaviour concept. Second, the student must do extensive research and analysis into the brand. A deepunderstanding of the chosen brand is required so that the student can identify how consumer behaviour concepts have been applied in itsmarketing communication. Format of report: 1. Brand Overview – this should be a brief introduction that details the background of the organisation, and the brand which you have chosen. 2. Identification of Relevant Theories/Concepts – this requires you to consider some of the major impacts of consumer behaviourtheory on the particular brand which you have chosen. You need to analyse what, how and why consumer behaviour theories arerelevant, and the results and benefits that the firms obtain from using the consumer behaviour theories and concepts you have identified. Examples include brand personality, involvement theory, consumer personality and self-concept, consumer imagery,emotional appeals, Maslow’s hierarchy of needs, consumer decision making models, consumer innovativeness, social class and so forth.Limit the identification of specific consumer behaviour theories to 3 in your discussion. 3. References – Scholarly marketing journals, periodicals, newspapers, annual reports and textbooks are required to provide theoretical andpractical support in the report. Please do not contact any firms associated with the brand chosen, you are to use secondary resourcesonly. Don’t just describe, you must analyse, discuss and evaluate your ideas. Assessment Criteria – Assignment Marks Brand Overview / Case Description Current Market Situation and Trends in the Industry 10 Case Analysis Identification of the key consumer behaviour concept(s) particularly relevant to the case/topic as the main component of discussion Demonstrate good understanding and application of consumer behaviour concepts to the brand, case and topic. Provide strong justifications and arguments based on the selected consumer behaviour concepts (or theories) relating to the brand, case and topic. Recommendations Critique & Discussion– on implications of the case/topic Practicality, Relevance and Creativity of Recommendations Report Structure: Presentation of report (layout, grammar and formatting) Referencing (minimum of 10 academic references) Total: