Consumer Behavior Analysis


  • Individual assignment.
  • The students must make strategic recommendations for the company that has been assigned to them by addressing a brand-new buyer persona.
  • Your document will be outlined in the following structure:

o Analysisofthecompanysituation(SWOT)
o Analysisofthemarketenvironment(PESTLE)
o Creationofanewbuyerpersona–mustbedifferentfromthatoftheMid-term.
o Explainandcommentonthemainbehavioralfactorsdrivingthepurchasedecisionsofthisnewpersona.
o Strategical recommendations: make recommendations on how to strategically approach this persona. Here you may address the areas of

consumer behavior that you believe suit best your case – always justify your choices in a proper and academic manner.
• All the sections should be critically addressed with reference to the knowledge learnt in class plus your own research of the topics.

Submission: Week 11 – Sunday 25th May 2021, at 23:59 CEST (via Turn-it-in).


  • Wordcount: Between 1500 and 2000 words.
  • Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
  • Font: Arial 12,5 pts.
  • Text alignment: Justified.
  • The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

  • Apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales and retail strategies, for marketing or consumer management.
  • Recognize new trends early in the field of analytics and consumer experience.

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Joseph Mathenge

Author Since: February 25, 2021