Purpose: The purpose of this consumer insight report is to apply consumer behaviour theories, concepts and frameworks to a current marketing problem/opportunity. Using scholarly and reputable sources, you will provide an in-depth report which proposes three theoretically supported marketing strategies. Scholarly and reputable sources include double-blind peer reviewed journal articles, industry reports, textbooks, and pieces from ‘the conversation’. Sources such as Wikipedia should not be cited in this report. Topics for Consumer Insight Report: For the purposes of this assessment you can choose one of the following two topics: 1. ‘Game of Clones’-The Dark Side of Consumer Behaviour 2. Home is where the smart is…Encouraging Smart Home Technology Adoption. Recommended Structure for Report: For the report, you must follow the detailed structure provided. You should use these headings as a basis for your report, and ensure that it does not exceed the 1,750-word limit. 1. Introduction (Estimated 150 words) a. Overview of Topic -Explain why your topic is interesting and why it needs to be investigated. b. Target Market -Explain and justify what target market you are selecting and why you are selecting that particular market segment for this report. c. Problem/Opportunity Statement -Provide a statement which summarises the problem/opportunity which is the focus of this report.
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