T‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍itle of the report: Consumer-decision journey analysis and

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T‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍itle of the report: Consumer-decision journey analysis and redesign (2500 words max) Instructions: select a European brand that you are familiar with (the writer can decide what he thinks suit best), conduct the analysis and execute redesign of the consumer-decision journey for this brand based on the application of relevant theories and knowledge acquired taken from the “list of references” (See this list from page 2 to 8) The structure of the report must include: 1. Brief introduction of the brand 2. Detailed description of the current decision-making journey for its customers 3. Identification of the relevant internal and external factors impacting this brand’s consumers 4. Suggestions for improvement. Redesign of the critical touchpoints throughout the consumer decision-making journey in order to optimize outcomes relevant to the brand’s marketers Tips for the writer: • Identify outcomes that are important to your chosen brand. E.g., a charity brand is likely to be focused on increasing the amount and/or frequency of donations • Review relevant theories (from references of the list) to identify which factors will be especially influential in impacting consumer behavior for this particular brand • When making suggestions, ensure that they are specific, and always demonstrate that your suggestions are backed by relevant theories and references in the list. • ., you might identify that your current brand operates in a highly saturated market, and struggles with consumer recall. In other words, consumers need to remember this brand in order to consider it when making purchase decisions. Based on this, you can suggest that the brand introduces a specific product scent, and back your recommendation up by referencing Krishna, A., Lwin, M. O., & Morrin, M. (2010) • ., you might identify that an e-commerce brand faces low conversion. In other words, consumers might visit the website, but fail to make a purchase. You might suggest capitalizing on the endowment effect as one possible solution to this problem. Specifically, you can suggest that the brand ships the items to the consumer first, and only charges the consumer for the items that s/he decides to keep. Formatting for this report: ? Use a Sans Serif font in black, . Arial, Avant Garde, Calibri, Helvetica and Geneva. ? Use font size 12. ? Use or double line spacing. ? Align your text to the left margin. ? Add page numbers. ? ‘Harvard’ referencing system. 2 list of references Ajzen, I. and Fishbein, M. (1977) ‘Attitude-behavior relations: A theoretical analysis and review of empirical research’, Psychological Bulletin, 84(5), pp. 888–918. Alex Holder (2017) ‘Sex doesn’t sell any more, activism does. And don’t the big brands know it’, Guardian. Available at: science-advertising. De Almeida, S. O. et al. 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