代写 CB Assignment Consumer Behaviour MKT00102

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Consumer Behaviour MKT00102

Assessments 1 and 2 – Session 1, 2016

Background to Assignments 1 and 2

The aim of this project is to identify the buying behaviour of a product’s target

market. There are two parts to the project:

• Assignment 1 involves conducting two in-depth interviews and analysing the

answers and comparing them to the evidence in the literature. You will be

applying concepts from Topics 1 to 4.

• Assignment 2 involves using the information gained from Assignment 1 and

the concepts from Topics 5 to 9 to analyse the internal and external influences

on a consumer’s decision making process and the implications to marketing.

You should focus on a specific product and specific buying situations.

Choose these carefully – again to afford you scope to really demonstrate your

knowledge and application of unit concepts.

Other points to note:

• The assignments are in report format. Report format means using an

executive summary, introduction, conclusion and referencing which, in this

case, will be outside the word count.

• Because of the nature of these assignments, it is difficult to be prescriptive

about the number of references required.

• Failure to reference appropriately will result in loss of marks.

Assignment 1: Researching the consumer decision making

process

Due: Monday 4 April 2016 (Week 6)

Length: approx. 1,200 – 1,400 words

Weighting: 30%

In this assignment you will be gathering and analysing information (qualitative data)

on a product’s target market, to gain an in-depth understanding of how a consumer

goes through each stage of their decision making process.

Essentially you will interview two people who have recently purchased the same

product. This product can be either a good or a service.

Page 2 of 5

At the outcome of your assignment you will have examined the answers to your

interviews in relation to the different concepts of the decision-making process. The

information that you have gathered will also be used in Assignment 2.

Part 1. Concise background information on the product/service/organisation

selected (approx. 100 words) (1 mark)

Provide a brief background to the product you have chosen, and include a brief

discussion on the brand/s.

Part 2. Primary research (10 marks)

You need to interview two consumers who have recently purchased the same

product (good or service). It can be the same brand or different brands.

For the interviews, discuss:

- What was bought

- What kind of purchase it was (habitual, limited, extended) and whether it was

a low involvement or high involvement decision

- The decision making process. Include in your answer:

1. What triggered the problem recognition

2. Time (costs and benefits) associated with the information search, and

what was involved in the information search

3. The evaluative criteria and the consideration set of the consumer and

how the consumer made their decision

4. Where and how it was purchased and the environmental triggers

happening at this stage of the decision making process

5. What happened at the post evaluative stage.

Part 3. Compare the primary research with academic literature (10 marks)

Compare your discussion with the evidence from the literature by referring to at least

five different academic articles (at least one for each of the five stages of the

decision making process). Did the behaviour fit the characteristics of that type of

decision? Discuss any differences between your analysis and the literature.

Appropriate academic journals include:

• Journal of Consumer Research

• Journal of Consumer Behaviour

• Psychology and Marketing

• Journal of Consumer Marketing

• Journal of Advertising

Page 3 of 5

Part 4. Summary of the target market (5 marks)

Provide a profile of the target market based on your discussion from Part (2) and

analysis from Part (3) and in your answer summarise the purchasing behaviour.

Presentation and referencing is worth 4 marks.

Other information

Please use report writing style (structured with headings and subheadings) and

provide a list of references.

The assignments are in report format. Report format means using an executive

summary, introduction, conclusion and referencing which, in this case, will be outside

the word count.

PLEASE NOTE: You will need to provide a transcript of your interviews in the

Appendix of your assignment. The assignment will not be marked if you submit it

without a transcript of your interviews.

Suggested structure

The body of your report will be your analysis from Part 2 and discussion from Part 3,

so the different stages of the decision making process can be used as sub headings,

with parts 1 and 4 forming their own sections.

Be sure to acknowledge all sources in-text (Harvard-style referencing, please).

Marks will be deducted for poor referencing. General marking criteria includes:

• extent and quality of research

• originality of analysis

• presentation.

Page 4 of 5

代写 CB Assignment Consumer Behaviour MKT00102

Assignment 2: Understanding the influences on a consumer’s

buying behaviour

Due: Monday 16 May 2016 (Week 12)

Length: 1,800 – 2,000 words

Weighting: 40%

This assignment continues on from Assignment 1. The aim of this assignment is to

understand the buying influences on a consumer when they purchase a particular

product and use this information to identify the implications to marketing.

The assignment is in two parts.

Part (i) – primary and secondary research (1,400 words)

You are to analyse the internal and external influences of a consumer who

purchased the product that you discussed in Assignment 1.

In order to complete your analysis you will need to research the information

available, including collecting marketing intelligence, and any other relevant

resources (like the research you gathered in Assignment 1).

If you have access to the consumers from Assignment 1 you are free to interview

them again to assist in providing further information for this assignment. If you don’t

have access to the interviewees again, use evidence from the organisation’s

marketing collateral or information from credible sources to assist in answering the

question.

Credible sources can include journal articles, media reports, qualitative information

gained from Assignment 1 and industry information.

Using this information:

(a) explain the different internal influences on the consumer’s decision making

process (15 marks)

(b) explain the different external influences on the consumer’s decision making

process (15 marks)

Don’t limit your answer to a description; it is important that you provide evidence to

support your answer. Remember, ‘explain’ means you need to think critically;

focusing on the ‘why’ and the ‘how’.

Page 5 of 5

Part (ii) – conclusions on the implications to marketing (400 words)

From your analysis from part (i) on the internal and external influences on the

decision-making process, and your findings in assignment 1, create a table which

summarises the internal and external influences in one column and provide

corresponding marketing implications/tactics, to reach the target market, in the other.

(6 marks)

Presentation and referencing is worth 4 marks.

Marking criteria

General marking criteria include:

• extent and quality of research

• originality of analysis

• presentation.

Please use report writing style (structured with headings and subheadings) and

provide a list of references. Be sure to acknowledge all sources in-text (Harvard-style

referencing, please). Marks will be deducted for poor referencing.

代写 CB Assignment Consumer Behaviour MKT00102