MBA404 Consumer Behaviour and Marketing Psychology

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Your task

Individually, you must prepare a four-page written analysis based on the assessment instructions below.

Assessment Description

In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to explain consumer behaviour determinants by analysing the role of perception, attitude, motivation, group and individual differences, culture, and family in consumer behaviour. Students will also demonstrate their ability to research and report contemporary consumer behaviour, such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making.

Assessment Instructions

Presume that you are working as a consumer behaviour consultant at the company that makes/produces your chosen product or service from the first assessment. During one of the recent meetings, the company asked you to analyse a recent survey sample completed by consumers who recently purchased their product or service. Your workshop facilitator will distribute the survey sample to you at the end of week 5.

Based on the survey sample, you are required to prepare:

  • a one-page summary of survey sample results (i.e., a shorter yet concise version of the results presented in writing).
  • a two-page analysis of the sample survey’s key findings (i.e., what does this survey’s gathered data mean? How does this survey inquire into consumers’ perceptions, attitudes, motivations, and cultural and individual factors? Which consumer behaviour theories and concepts may have been used in each question to inquire into consumers’ perception, attitudes, motivation, cultural and individual factors and why?).
  • a one-page statement in which you are to outline current consumer behaviour trends that should be considered by the company and justify why these trends are of particular concern from a marketing

Examining relevant primary and secondary data must reinforce the written analysis findings. You must also incorporate theories and concepts of consumer behaviour discussed in weeks 1 and 7 into your analysis.

You must use at least eight (8) sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, social media sites, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your written analysis (not included in the page limit). Wikipedia and other ‘popular’ sites are not to be used.

Assessment Submission

This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from an incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. MyKBS will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the problem and a screenshot of the MyKBS error message. You are also encouraged to submit your work well before the deadline to avoid any possible delay involving the Turnitin similarity report or any other technical difficulties.

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