Descriptive narrative of a single purchase, communication or consumption experience. This narrative should be focused around a single unifying theme and successfully apply related consumer behaviour theories and concepts. The paper must demonstrate that you have identified credible research studies appropriate to the theme and have read and understood them. You can do this by successfully integrating their findings into your story. Some examples of interesting themes are the perception process, learning, motivation, affect, self-concept, personality, lifestyles and attitudes.
It would make sense to read and reference some of the seminal journal articles on this topic.
These references are generally from academic journals that investigate the related topic and would be a good place to start your research.