consumer behaviour

hi, i need a project on consumer behaviour on SUBWAY the restaurant. the report should include Purpose: The purpose of this assignment is to assess through research students’ capacity to provide an informed consumer behaviour analysis of a contemporary consumer brand. Description: Students apply critical thinking and problem solving in relating consumer behaviour theory to the actions of a consumer brand. The ‘Brand Analysis’ offers the opportunity for students to tap into different aspects of the concepts and theories covered on an applied basis to develop a deeper understanding of key areas of consumer behaviour. Students effectively communicate in writing the relevance of applied consumer behaviour theory to a brand’s marketing communication. Assessment requirements: You are required required to choose a single brand within a specific product category about which students can find and collect brand- related information (e.g. advertisements, news/business articles, websites). After careful analysis of the brand’s current marketing communication, students must then describe the areas in which the use of three consumer behaviour theories / concepts have been applied to the group’s chosen brand. Students must identify how the firm marketing the chosen brand is attempting to influence, modify or impact the consumers’ behaviour using specific consumer behaviour theory. Students must reinforce their discussion with clear evidence (i.e. scholarly articles) that supports and explains the relevance of consumer behaviour theory within the brand information that has been collected. Examples of brand communication can either be embedded into the discussion as figures or placed in an appendix. A minimum of five scholarly marketing journal articles should be included in your discussion. Report development First, you must become familiar with the various consumer behaviour concepts covered in the course. The group must be able to read about the actions of a particular brand and recognise when these actions illustrate the use of a consumer behaviour concept. Second, the group must do extensive research and analysis into the brand. A deep understanding of the chosen brand is required so that the group can identify how consumer behaviour concepts have been applied in its marketing communication. Format of report: 1. Brand Overview 2. Identification of Relevant Theories/Concepts – this requires you to consider some of the major impacts of consumer behaviour theory on the particular brand that you have chosen. You need to analyse what, how and why consumer behaviour theories are relevant, 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. Students are to limit the identification of specific consumer behaviour theories to three in your discussion. 3. References