You work as part of the Customer Insight Team for a large media and market research agency, which serves a wide range of business clients across a number of market sectors. Your manager has asked your team to prepare a new range of consumer insight reports.
Your clients want insights into the behaviour of consumers/customers, which combines up-to-date information on your sector along with a theoretically sound analysis of the cultural and societal influencing factors that shape the sector’s consumers/customer behaviour and patterns of consumption.
You can focus on specific groups and countries if you wish, e.g. families, male, female, or over 55s, the UK, or another country where you have good access to high-quality market information. If you wish, you can support your analysis by also referring to psychological and personal influences on consumer behaviour but this is not compulsory.
In addition, you are asked to consider how social media and influencers are affecting the behaviour of consumers/customers in your sector. This includes looking at people’s changing habits across the major social media platforms, the content they are creating and the impact of social media personalities in your chosen sector.
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