MKG102 - Consumer Behaviour Assignment

Answers the following in brief

1. Explain the meaning of consumer behaviour and its role in marketing strategy development.
2. Apply the concept of the consumer decision-making model to provide insights into consumer buying processes.
3. Categorise the needs and wants of consumers and their underlying motivations
4. Analyse the psychological processes affecting consumer behaviour.
5. Identify social and cultural influences on consumer behaviour.

Analyse and apply the major consumer attitude models

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

2. You should use a sequential flow of information for each

   1. Need Recognition

   2. Information search

   3. Evaluation of alternatives

   4. Purchase

   5. 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

• 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

• The assessment should be submitted in a form and format that would be acceptable in the business 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 1^st person

• 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

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.