Project Brief

The objective of this project is to apply consumer behaviour concepts and theories discussed in the course on real-life brand strategies.


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  1. Select a brand that all group members are familiar with. If different products are offered under the same brand, choose one product category as the object of this project.
  2. Collect background information about the brand. Identify its consumer decision process.
  3. Detail the consumer decision process:
    1. Type of decision-making process
    2. Problem recognition:
      1. Is its ideal state opportunity recognition or actual state opportunity recognition?
      2. is it usually associated with a generic or selective problem recognition?
  • Information search:
    1. Where would a typical consumer search for information about the brand or the product category?
    2. What types of information search (external or internal)?
    3. In light of the above, how would you evaluate the promotional channels that the brand uses? What do you recommend?
  1. Evaluation of Alternatives and Product Selection:
    1. Is your brand typically in the evoked, inert, or inept set for the majority of your consumers?
    2. What competing brands would be in the same set as your brand?
    3. Which category of decision rules are typically associated with the purchase of your brand (compensatory or non-compensatory)? and what are some of the important evaluative criteria? Which are hedonic and which are utilitarian?
  2. Buying:
    1. From where do consumers usually buy the product? (reflect on the brand’s distribution channels)
    2. What factors affect which outlets would consumers use?
  3. Post-Purchase behaviour:
    1. When do consumers typically consume the brand after buying it (simultaneously or after some time)?
    2. Review the overall reviews of the brand online. Are consumers generally satisfied or dissatisfied? Why? Is the brand being recommended to others?
    3. How do they typically dispose of the brand?
  • Conduct 1 zoom interviews with family and friends who use the product to learn more about their lifestyles, values, decision making process, as well as what factors influence their decisions. If you do that, please include the questions in the appendix. The interviews should have a significant added value on your analysis, so wherever you use information from your interviews (for example, in identifying the psychographic profile of the target market, or in the consumer decision making process), please cite the interviews (without including the names of the interviewees for anonymity. Just use initials like YB for Yousra Bakr).

Don’t forget relating with course material and use the interview content!


Course Material:

For more information on Project Brief read this:


Project Brief
































Name: TY  Gender: Female  Age: 27  Annual Income Range: $25000 to $40000


  1. What do you do in your spare time? How do you relieve stress?

I usually stay at home when I am free because I am very busy at work. I will watch movies at home and do some simple exercises. My way to relieve stress is to go to the gym twice a month to boxing, because after boxing, you don’t have any energy to think about other things.


  1. Do you exercise regularly? How often is it?Will you choose to exercise at the gym rather than at home?

I exercise 3 times a week, each time for about 30 to 60 minutes. Because I am busy at work, I choose to exercise at home, except for the boxing class twice a month in the gym.


  1. Do you purchase sports clothing specifically for exercising? Do you usually wear sports clothing?

I will purchase clothes specifically for exercising and ensure that the upper and lower body clothes are matched even I am at home. I don’t wear sports clothing except when exercising


  1. Do you do research on interested brands and their products before buying? How would you do that?

  Yes, I do. I will look up some basic information on their own official website,

  and then look at other buyers’ evaluations of product quality on some shopping

  software or websites.


  1. Which shopping method would you choose to buy sports clothing? (Online/Instore)

  I will choose to buy online because I am busy. This is the most timesaving

  way for me. Also, online shopping can avoid a lot of communication that

  makes me feel awkward, because sometimes when shopping in a physical

  store, the salesperson will try to chat with you, which makes me feel a little

  embarrassed. And, If I tried a lot of clothes, but I finally chose not to buy any of

  them, I will also feel embarrassed.


  1. Which sports brands do you often buy? When thinking of buying sports clothing,

which comes to mind as your top choice?

Nike and Adidas are the first two brands I think of. If I buy sports clothing, I usually choose them.

  1. What factors will affect your purchase decision? (Please rank the following in order of their importance)

(5) Brand      (3) Convenience         (1) Comfort level of product

(2) Price       (6) Product Material      (4) Recommendations

  1. How did you know the brand Under Armour?

I know this brand through advertising that Zhang Weili participated in.


  1. When you think of Under Armour, what comes to mind?

I think of female power.


  1. Have you seen Under Armour advertised in the last month?

No, I haven’t.


  1. Why do you buy sports clothing from Under Armour?

The first time I purchased Under Armour products was after I saw Zhang Weili’s advertisement. I recognize the values expressed by this brand, and I also think that they are right to choose such a professional athlete as their spokesperson. This makes me think that their products are more professional than other brands.


  1. How often do you purchase in Under Armour?

Twice a year.



(The advertising:


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