End-Term Project Part 1-3 Instructions
You will submit a detailed report in a WordDoc (please no GoogleDoc please!) file covering the following aspects. There will be three parts to your End-Term Project as described below:
Part 1: In this section, you will analyze your own consumption behavior as a group by using some measurement scales. In Module 1, we learnt how consumption patterns could change based on certain individual difference variables such as hedonism, utilitarianism, ethnocentrism, and cosmopolitanism. Use the given scales on below to analyze your own hedonism, utilitarianism, ethnocentrism, and cosmopolitanism. Simply read the statements on left and mention the degree to which agree/disagree to those statements on a scale of 1-5 (1 = strongly disagree, 2 = disagree, 3 = neither agree nor disagree, 4 = agree, 5 = strongly agree) on right. For any of the variables, if your average score is between 1-2.99 your consumption pattern should have low degrees of those factors and if your average score between 3.1-5 your consumption pattern should have high degrees of those factors.
For example, if your average score for hedonism is 1.2 (i.e., between 1-2.99), then you do not go for shopping for having pleasure, fun, and enjoyment. If your average score for hedonism is 4.4 (i.e., between 3.1-5), you like to go to shopping for having pleasure, fun, and enjoyment.
Therefore, to analyze your shopping patterns, you will follow the following steps:
Respond to the given scales on hedonism, utilitarianism, ethnocentrism, and cosmopolitanism.
Calculate the average score for each of these four variables by adding the total score for each statement and then dividing by the number of statements in that given scale.
Look at the average score for each of the four variables. Do you have low average score in any of the variables? Do you have high average score in any of the variables?
Now, reflect on the scores as a group. How does a low or high score in a variable is reflected in your consumption pattern? For example, if you have scored high in utilitarianism, do you prefer to shop for essential items which have practical utilities rather than items that would give you a feel-good-factor? If you have scored high in ethnocentrism, do you prefer products that are made in your country of birth/citizenship? If you have scored high in cosmopolitanism, does your shopping reflect a global outlook?
Note examples of consumption patterns that would relate to the types of scores in each of the four variables. Share your scores and examples of consumption patterns in your group. Do you have similar scores as any of your group members? If yes, how is your consumption pattern similar to that group member? If not, how is your consumption pattern different from your group member? How these scores and consumption patterns are related to your demographics (e.g., age, gender, occupation, education), lifestyles, attitudes, and values?
Write a detailed report covering all the details from points i-v.
Part 2: In this section, you will create a marketing strategy to enhance consumer experience utilizing the five senses. In Module 2, we learnt different strategies and tools on how different brands are utilizing one or more of the five senses to create consumer experience. Based on the report in Part 1, identify a brand that caters to consumers having a similar profile as yours (i.e., having similar demographic characteristics, lifestyle, attitudes, and values). Do some research on what the brand is currently doing to enhance consumer experience to utilize one or more of the five senses. Is there any underutilized potential of using any of the senses? What marketing strategy would you recommend the brand to enhance consumer experience by utilizing all the five senses? Please note that it might be challenging to include all the five senses in your marketing strategy. Think out of the box and suggest a marketing strategy that would involve ALL the five senses effectively.
Part 3: In this section you would work in your group to utilize your knowledge of creating a chatbot from the IBM course to create a concept of a chatbot for the identified brand in Part 2. To complete this section, you need to complete the following steps:
Identify a task for the chatbot.
Determine whether the chatbot will be task oriented or socially oriented.
Determine whether to utilize natural language processing or rely only clickable options, use a mix of both.
Determine whether there would be pictures or other multimedia in the chat.
Determine how to customize the error message (the “Anything else” message).
Based on the task of the chatbot, generate some ideas for the intents, entities, and the anticipated dialog flow. Context variables, although not required, are encouraged to be used.
List down some of the possible variations of user inputs (i.e., intents) due to spelling/grammatical/typing errors, linguistic styles, synonyms of words/alternate form of constructing sentences.
Create a table listing all the intents and their corresponding entities. Using these intents and entities, create an anticipated dialog flow.
Measurement Scales
Measurement Scale for Hedonism
Items for Hedonism
Strongly Disagree
(1)
Disagree
(2)
Neither Agree nor Disagree
(3)
Agree
(4)
Strongly Agree
(5)
I shop to relieve my stress.
I shop to cheer myself up.
I shop to make myself feel better.
I shop to compensate for a bad day.
I shop to feel relaxed.
I shop to feel good about myself.
Shopping is a positive distraction.
Shopping gives me a sense of achievement.
I like the visual stimulation shopping provides.
I enjoy being in a pleasant environment that shopping provides.
Finding a great deal reinforces positive feelings about myself.
Shopping is an escape from loneliness.
Shopping is a way to remove myself from stressful environments.
Shopping is a way to take my mind off things that are bothering me.
Shopping for something new fills an empty feeling.
My shopping trip to relieve my bad mood is successful.
Total score for Hedonism (i.e., sum total of individual item ratings)
Average Score for Hedonism (i.e., total score of Hedonism divided by 16)
Measurement Scale for Utilitarianism
Items for Utilitarianism
Strongly Disagree
(1)
Disagree
(2)
Neither Agree nor Disagree
(3)
Agree
(4)
Strongly Agree
(5)
When shopping, I usually look for items that I need.
When shopping, I usually look for items that have practical use.
When shopping, I usually look for items that will be useful.
I usually like to save time when I am shopping.
I only shop for products that I need.
When I am on a shopping trip, I feel accomplished when I get everything that I needed.
While shopping, I try to find products from a shopping list.
Total score for Utilitarianism (i.e., sum total of individual item ratings)
Average Score for Utilitarianism (i.e., total score of Utilitarianism divided by 7)
Measurement Scale for Cosmopolitanism
Items for Cosmopolitanism
Strongly Disagree
(1)
Disagree
(2)
Neither Agree nor Disagree
(3)
Agree
(4)
Strongly Agree
(5)
I prefer to be a citizen of the world rather than of any particular country.
My government should allow foreigners to immigrate here.
Production location of a product does not affect my purchasing decisions.
I identify with a world community.
Total score for Cosmopolitanism (i.e., sum total of individual item ratings)
Average Score for Cosmopolitanism (i.e., total score of Cosmopolitanism divided by 4)
Measurement Scale for Ethnocentrism
Items for Ethnocentrism
Strongly Disagree
(1)
Disagree
(2)
Neither Agree nor Disagree
(3)
Agree
(4)
Strongly Agree
(5)
American people should always buy American-made products instead of imports.
Only those products that are unavailable in the U.S. should be imported.
Buy American-made products. Keep America working.
American products, first, last, and foremost.
Purchasing foreign-made products is un-American.
It is not right to purchase foreign products because it puts Americans out of jobs.
A real American should always buy American-made products.
We should purchase products manufactured in America instead of letting other countries get rich off us.
It is always best to purchase American products.
There should be very little trading or purchasing of goods from foreign unless out of necessity.
Americans should not buy foreign products because this hurts American business and causes unemployment.
Curbs should be put on all imports.
Foreigners should not be allowed to put their products on American markets.
Foreign products should be taxed heavily to reduce their entry into the U.S.
We should buy from foreign countries only those products that we cannot obtain within our own country.
American consumers who purchase products made in other countries are responsible for putting their fellow Americans out of work.
Total score for Ethnocentrism (i.e., sum total of individual item ratings)
Average Score for Ethnocentrism (i.e., total score of Ethnocentrism divided by 16)
Please note that in the measurement scale for Ethnocentrism if your country of citizenship is not American, replace the words “American”, “America”, and “U.S.” with your own country’s name and citizenship. For example, if you are a citizen of Japan, you would replace the words “American”, “America”, “U.S.” with “Japanese” and “Japan”. After revising the items with this information, respond to the items and calculate the total and average scores for Ethnocentrism.
Writing Format Requirements
Font type: Arial/Calibri
Font size: 12
Line spacing: 1.5-2
Page margin: 1 inch on each side
File format: Should be a WordDoc (.Doc or .Docx) or PDF. NO GOOGLE DOC or GOOGLE SLIDE PLEASE! If you worked on GoogleDoc while working with your group, please download the final work as a WordDoc, check the formating, and then upload that WordDoc.
Page limit for this project: 3-4
View Rubric
End-Term Project Part 1-3
End-Term Project Part 1-3
Criteria Ratings Pts
RESPONDING TO ALL THE ITEMS OF ALL the four scales to measure OWN hedonism, utilitarianism, ethnocentrism, and cosmopolitanism.
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
Correctly ANALYSING THE AVERAGE SCORES for hedonism, utilitarianism, cosmopolitanism, and ethnocentrism to REFLECT ON own consumption pattern.
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
EVIDENCE OF GROUP DISCUSSION to analyze the consumption patterns of all the group members based on the average scores for hedonism, utilitarianism, ethnocentrism, and cosmopolitanism of each member.
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
CREATING A CLIENT PROFILE with demographic and psychographic (values, attitude, lifestyle) characteristics similar to the group members.
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
IDENTIFYING A BRAND targetting consumers having a similar profile as the group members themselves.
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
CREATE A MARKETING STRATEGY for the identified brand to enhance consumer experiences through the FIVE SENSES
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
PROPOSE A CHATBOT CONCEPT for enhanced consumer experience in the online platform for the identified brand in the project.
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
IDENTIFYING APPROPRIATE TASK for the chatbot
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
IDENTIFYING APPROPRIATE intents, entities, and dialog for the chatbot
10 pts
Full Marks
0 pts
No Marks
/ 10 pts
Written report with 100% completion.
15 pts
Full Marks
0 pts
No Marks
/ 15 pts
In-Depth Analysis with a logical flow in the written report.
15 pts
Full Marks
0 pts
No Marks
/ 15 pts
