Consumer Behavior

The Consumer Behavior Case Method and Format

Remember- as announced in class all the cases are available in the course textbook.

Some of the consumer behavior cases ask directed questions to enable and facilitate

the case analysis. Your focus should be on critical analysis that leads up to well analyzed and well articulated answers to all the case questions.

Wherever necessary (and only to the extent that it is helpful) you may use the format provided below as an aid.

Though keep in mind, that this is only an overall general guideline and does not need to be strictly adhered to.

Remember to add 5 well thought out multiple choice questions (testing the class audience on your presentation content) as part of your presentation.

Limit your presentation to 20 mins max (+ Q&A).

Answering questions and responding to discussion comments by the rest of the class is an integral part of the case analysis process.

Some Features & Pointers

No case analysis has one correct solution - more likely to be quite a few reasonable ones, and a couple of really good ones.

The ‘means’ are more valuable than the ‘end’; the analysis process is vital.

Data can never be complete.

- Make reasonable assumptions, and make them explicitly.

All facts and data provided are not always reliable or necessarily relevant.

- probe them carefully.

Do as much outside research as possible to supplement your analysis.

- Prepare well.

What Makes A Good Case Analysis?

1. Be complete

2. Avoid rehashing the case facts.

3. Make reasonable assumptions.

4. Don't confuse symptoms with problems.

5. Deal with objectives realistically.

6. Recognize key decision alternatives.

7. Discuss the pros & cons of each key alternative.

8. Make effective use of financial and/or other quantitative information as needed.

9. Reach clear decisions.

A Format for Consumer Behavior Case Analysis

For these CB cases the focus should be on answering...