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MBA Project Structure Consumer Behaviour

The MBA project report focuses on consumer behavior and its impact on marketing strategies, structured into six chapters covering introduction, literature review, research methodology, data analysis, case studies, and conclusions. It includes a detailed examination of consumer behavior theories, influencing factors, and the effects of digitalization, along with a comprehensive research methodology involving surveys and interviews. The report concludes with strategic recommendations for marketers and suggestions for future research, adhering to APA 7th Edition formatting guidelines.

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30 views5 pages

MBA Project Structure Consumer Behaviour

The MBA project report focuses on consumer behavior and its impact on marketing strategies, structured into six chapters covering introduction, literature review, research methodology, data analysis, case studies, and conclusions. It includes a detailed examination of consumer behavior theories, influencing factors, and the effects of digitalization, along with a comprehensive research methodology involving surveys and interviews. The report concludes with strategic recommendations for marketers and suggestions for future research, adhering to APA 7th Edition formatting guidelines.

Uploaded by

musarafali24
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MBA Project Report Structure

Topic: A Study on Consumer Behaviour and Its Impact on Marketing Strategies

Programme: MASTER OF BUSINESS ADMINISTRATION

Student's Name: SK MUSARAF ALI

Enrollment No: SGVU45D4112396117

University: Suresh Gyan Vihar University (DE)


CHAPTER 1: INTRODUCTION (8–10 pages)

1.1 Background of the Study

1.2 Problem Statement

1.3 Research Objectives

1.4 Research Questions

1.5 Hypotheses

1.6 Significance of the Study

1.7 Scope and Limitations

1.8 Operational Definitions

CHAPTER 2: LITERATURE REVIEW (15–18 pages)

2.1 Theories of Consumer Behaviour

- Maslow’s Hierarchy, Theory of Planned Behaviour, Howard-Sheth Model

2.2 Factors Influencing Consumer Behaviour

- Psychological (Motivation, Perception, Learning)

- Social (Family, Reference Groups, Culture)

- Personal (Age, Occupation, Lifestyle)

2.3 Impact of Digitalization on Consumer Decision-Making

- Social Media, E-commerce, AI & Personalization

2.4 Previous Studies on Consumer Behaviour Trends (2020–2025)

2.5 Research Gaps

CHAPTER 3: RESEARCH METHODOLOGY (10–12 pages)

3.1 Research Design (Descriptive + Exploratory)

3.2 Data Collection Methods


- Primary: Survey Questionnaire (Likert Scale), Interviews

- Secondary: Journals, Industry Reports (e.g., Nielsen, McKinsey)

3.3 Sampling Technique

- Sample Size: 300–500 consumers

- Sampling Method: Stratified Random Sampling

3.4 Data Analysis Tools

- SPSS (Regression, ANOVA, Factor Analysis)

- Thematic Analysis for Qualitative Data

3.5 Ethical Considerations

CHAPTER 4: DATA ANALYSIS & INTERPRETATION (20–25 pages)

4.1 Demographic Profile of Respondents (Tables/Charts)

4.2 Analysis of Key Variables:

- Brand Loyalty vs. Price Sensitivity

- Social Media Influence on Purchase Decisions

- Post-Purchase Satisfaction Trends

4.3 Hypothesis Testing (p-values, t-tests)

4.4 Thematic Analysis of Interview Responses

4.5 Summary of Findings

CHAPTER 5: CASE STUDIES (10–12 pages)

5.1 Amazon India: Personalization Algorithms & Consumer Trust

5.2 Zomato: How Reviews Drive Food Ordering Behaviour

5.3 Nykaa: Social Media Marketing in Beauty Industry


CHAPTER 6: CONCLUSIONS & RECOMMENDATIONS (8–10 pages)

6.1 Key Conclusions (Align with Research Objectives)

6.2 Strategic Recommendations for Marketers:

- Leveraging AI for Hyper-Personalization

- Building Trust in E-commerce

- Ethical Data Usage in Digital Marketing

6.3 Suggestions for Future Research

REFERENCES (4–5 pages)

- Follow APA 7th Edition

- Include 50+ sources (e.g., Kotler, Solomon, Journal of Consumer Research)

APPENDICES (8–10 pages)

- Survey Questionnaire

- Interview Transcripts (Samples)

- Ethics Approval Letter

- Data Coding Sheets

- Statistical Outputs (SPSS Screenshots)

KEY FOCUS AREAS FOR CONSUMER BEHAVIOUR

- Post-Pandemic Shifts: Rise of conscious consumption, demand for sustainability.

- Digital Influence: 78% of Indian consumers research online before purchasing


(Source: KPMG 2024).

- Regional Nuances: Urban vs. rural behaviour differences in India.


FORMATTING GUIDELINES

- Font: Times New Roman, 12 pt

- Line Spacing: 1.5

- Margins: 1 inch (all sides)

- Page Numbers: Bottom center

- Citation Style: APA 7th Edition

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