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BUS 5656 Consumer Behavior

Case Study Assignment

Select one of the supplied case studies to analyze.  Read the article first, before you prepare to respond to the questions.  Your analysis of the case should be 3-4 pages, double-spaced and include 3-5 peer-reviewed references (in addition to the text) to support your analysis. Use APA format for references and format of the paper.


Supplied cases: These studies can be found in the library collection. See the "How to access articles in the Evans Library" box below to learn more!

  1.  Tian, K. and Tian, R. G. (2011). Food consumption and cultural awareness: An anthropological case study of consumer behavior at a Chinese restaurant. Journal of Marketing Development & Competitiveness, 5(4), 51-69.


  1. Moran, M. B., PhD., Walker, M. W., DrP.H., Alexander, T. N., PhD., Jordan, J. W., M.A., & Wagner, D. E., Ph.D. (2017). Why peer crowds matter: Incorporating youth subcultures and values in health education campaigns. American Journal of Public Health, 107(3), 389-395.
  2. Warner, L. A., Lamm, A. J., Rumble, J. N., Martin, E. T., & Cantrell, R. (2016). Classifying residents who use landscape irrigation: Implications for encouraging water conservation behavior. Environmental Management, 58(2), 238-253. 


Organize your paper in the following sections:

  1. Introduction
    • Identify the key problems and issues in the case study.
    • Formulate and include a thesis statement, summarizing the outcome of your analysis in 1–2 sentences.
  2. Background
    • Set the scene: background information, relevant facts, and the most important issues.
    • Use addition research to define the problems in this case study.
  3. External Factors
    • Explain in detail the external factors that are influencing consumer behavior in the case.
    • Explain how the external factors are addressed in the campaign or situation. 
    • Also, explain what external factors were not addressed in the campaign or situation.
  4. Solution
    • Describe the solution that was used in the case to address the targeted external factors.
    • Explain why this solution was chosen
    • Also explain alternative external factors that could have been addressed.
    • Use concepts from class (text readings, discussions, lectures), outside research and possibly personal experience (anecdotes)
  5. Recommendations
    • Based on the solutions that were used in the case and the additional external factors your identified, make recommendations for how the campaign should have been developed or what should be done in the future. 

How to access articles in the Evans Library

Summon, available from the Evans Library website (, lets you search almost all of the Library's holdings at once, using a Google-like search. View the video below to learn more about this great tool.  To search for articles, type in the article title and click on "Search".

Hint: Click the full-screen icon at the bottom right of the video to view a much larger version. Remember to press "Esc" on your keyboard to exit the full-screen view.