Aligned subject learning outcomes
SLO1: Identify and appraise the psychological and social influences on consumer behavior and their implications for the development of marketing strategies across a range of organizational contexts.
SLO2: Demonstrate knowledge and synthesis of consumer behavior theories, apply this knowledge to a given market situation, and make realistic recommendations.
ASSESSMENT TASK: DESCRIPTION
Aim: The aim of this assessment is to critically evaluate the consumer decision-making process and explore the key factors that influence consumer behavior and consumption of a product or service.
Instructions:
1. Prepare a report. Use credible, peer-reviewed sources of information (textbooks, academic journal articles, newspapers, marketing reports, data from Government bodies), with a minimum of five (5) references.
2. Ensure the report is structured using the headings (and content) described below:
Useful Information:
- Length: 1,500 words (excluding references).
- Allow time to rewrite and proof-read the report, and do a spell-check and a grammar-check.
- Always keep back-up copies of your work.
- Use 1.5 line spacing, justified text, margins: 2.5 cm; typeface: any type, 10-12 size, and number pages in the report.
This report is divided into 5 parts:
1. You will start with a short introduction
- Outline the purpose of the report
2. Purchase situation (this is where you describe the product in detail)
- You need to choose a specific brand from the list below
- Description of product or service and analysis of the type of consumption or purchase situation (ex. Low, medium, or high involvement, nature of risk – social, financial, etc)
- Example: medium-high involvement purchases require more information, careful consideration of the purchase by the consumer, and more complex decision-making.
3. Factors influencing the consumer decision-making process
- Describe any 2 theoretical concept from chapter 3-7 (week 4-9) models or framework that influences consumer behavior for a particular product or service, or consumption activity
- You will be required to explore the ramifications of your research for marketing practice
4. Short conclusion
- Draw together for the reader the main findings from the report. The conclusion should be briefly stated and remember, new information should not be introduced into section
5. Make a recommendation
- Provide and fully justify, 1 creative recommendation on how the client/ brand owner might utilize this information in developing, or modifying, current marketing strategy
6. References
- APA reference
- Minimum 5 ACADEMIC references
7. Appendices (if you put any diagrams)
