Thursday, 4/7/2022

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University

Shawnee State University

Major

Marketing

Student Type

Undergraduate Student

Presentation Types

Oral Group Presentation

Keywords:

Consumer behavior, market study, survey creation, advertising research

Abstract

Local Happenings LLC (LH) is an online information service in southern Ohio serving Scioto County with details about community/school events, a business directory and consumer guidance on shopping, dining and other services. This new business is growing its client base with a website and mobile app. Commercial advertisers are the primary revenue stream. The owners want to identify if LH is meeting consumer and client needs to identify strengths, opportunities for improvement and market potential. The owners participated in an agency project with the BUMK 3200 Consumer Behavior class. Students interviewed the owners and spent several weeks building a plan proposal with seven instruments to help LH better understand the perception of their brand by the consuming public, current business advertisers and non-advertisers. The live proposal included a package with a plan for deployment, sample reports with dummy data and ready-to-use forms of each instrument.

Human Subjects

no

IRB Approval

no

Faculty Mentor Name

Jason Lovins

Faculty Mentor Title

Assistant Professor of Marketing

Faculty Mentor Academic Department

School of Business

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Consumer Behavior Study Proposal for Local Happenings LLC

Local Happenings LLC (LH) is an online information service in southern Ohio serving Scioto County with details about community/school events, a business directory and consumer guidance on shopping, dining and other services. This new business is growing its client base with a website and mobile app. Commercial advertisers are the primary revenue stream. The owners want to identify if LH is meeting consumer and client needs to identify strengths, opportunities for improvement and market potential. The owners participated in an agency project with the BUMK 3200 Consumer Behavior class. Students interviewed the owners and spent several weeks building a plan proposal with seven instruments to help LH better understand the perception of their brand by the consuming public, current business advertisers and non-advertisers. The live proposal included a package with a plan for deployment, sample reports with dummy data and ready-to-use forms of each instrument.