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a） 解释消费者行为的含义及其在营销策略制定中的作用。
b） 应用消费者决策模型的概念，深入了解消费者购买过程。
c） 对消费者的需求及其潜在动机进行分类
d） 分析影响消费者行为的心理过程。
e） 识别对消费者行为的社会和文化影响。
f） 分析和应用主要的消费者态度模型
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Question:
a) Explain the meaning of consumer behaviour and its role in marketing strategy development.
b) Apply the concept of the consumer decision-making model to provide insights into consumer buying processes.
c) Categorise the needs and wants of consumers and their underlying motivations
d) Analyse the psychological processes affecting consumer behaviour.
e) Identify social and cultural influences on consumer behaviour.
f) Analyse and apply the major consumer attitude models
Assessment Context:
This assessment is a case analysis of your own personal consumer behaviour. It aims to develop an understanding of key principles of consumer behaviour by applying subject topics and theories to your own thoughts and actions as a consumer. It allows for a valuable reflection on complex theoretical concepts as well as insight into the role of marketing strategy in influencing decision-making.
Assessment Instructions:
Students are required to keep a reflective diary of selected consumer activities ideally from Module 1 of semester. This can take the form of field notes on a word/text document, notes on your mobile phone or even audio recordings. During this time, you are to log and detail the process behind purchasing three (3) medium to high involvement items. These items may be irregular purchases and involve complex buyer behaviour.
Regular purchases of food, drinks, or other habitual low involvement day-to-day consumption products are excluded from the log. These field notes /recordings will then be used as the basis of compiling the report.
Part 1 – Applying the Consumer Decision Making Process
Analyse each of your purchases using the consumer decision-making process model presented in Module 1, topic
You should use a sequential flow of information for each purchase.
- Need Recognition
- Information search
- Evaluation of alternatives
- Purchase
- Post-purchase behaviour
You should in-text reference to key theories and terms associated with the model covered in the essential readings for Module 1, topic 2 as you summarise each stage for each purchase.
Part 2: Reflection and Analysis of internal and external influences
In this section try and provide a rationale to your behaviour and consumption experience using relevant consumer behaviour terminology.
Internal Influences
What were the key internal influences at play in your decision-making process for each product. Apply relevant consumer behaviour theories in topics such as: Motivation, Personality, Learning, Perception, and Attitude topics.
External Influences
What were the relevant external influences that may have affected your decision? Apply relevant consumer behaviour theories in topics such as: Diffusion of innovation, Social and Cultural influences.
It is critical in answering Part 1 and 2 that you apply relevant consumer behaviour theory in your assignment and in- text reference to this. You should be drawing on your essential readings in this subject to write the report. You can either analyse each purchase individually or you could compare or contrast each purchase as you develop the report.
If you need clarification on any of the above please speak to your learning facilitator.
Submission Instructions:
- The presentation recommended for this Assessment is REPORT FORMAT.
- An Executive Summary is NOT required, although you should include a Title Page, a Table of Contents, and use suitable headings for the information presented. Student Identifier (Name and Number) should be included on the title page and page numbers should appear on each page of the document.
- The assessment should be submitted in a form and format that would be acceptable in the business world. All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance.
- Because of the personal nature of this report it can be written from a 1st person context.
- All claims and opinions are to be supported by suitable and relevant marketing and/or theoretical principles;
- Should include a correctly constructed reference list and accompanying in-text citations as per University guidelines (APA Referencing).
- Can use any combination of narrative, point form, diagrams, graphs, tables or images to increase the "readability" of the submission.
Submit one word document to Blackboard. The Learning Facilitator will provide feedback via the Grade Centre in Blackboard. Feedback can be viewed in My Grades.
If you are a student from an English-speaking country, please feel free to contact us at [email protected] and we will provide you with an excellent writing service.
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