Explain why it is of interest to business today. Indicate how this issue is especially relevant to the client.
•
Theoretical Foundation. Indicate what consumer behavior theory or
concepts have been used to explain this aspect of consumer behavior.
Provide examples of the research hypotheses that have been developed.
If possible, identify possible areas where theories are concepts may
seem to be in conflict.
• Findings. Summarize the findings of
several academic studies that have analyzed consumer behavior in this
area. Identify areas of agreement across studies, and where the studies
are not in agreement.
• Conclusion. Evaluate and present a
point of view on the past research in this area. What are the
implications of this research for the client? Are there additional
aspects that merit further research?
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