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Understanding the Consumer MMP-5-UTC

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Added on: 2025-05-24 05:26:56
Order Code: LD521759
Question Task Id: 0
  • Subject Code :

    MMP-5-UTC

  • Country :

    United Kingdom

Asignment Brief


Module Title:


Understanding the Consumer


Module Code:


MMP-5-UTC


Assignment No/Title:


Individual Report


Assessment Weighting:


100%



Submission Date:


Week 11


Monday 16th December 2024 16.00


Feedback Target Date:


15 Working Days


Module Leader


Dr David Capper


Word count


4,000 words


1. This assignment must be submitted electronically by 4.00 pm on the submission date.


2. To submit electronically you must upload your work to the e-submission area within the respective module on Moodle.


3. Multiple drafts can be submitted up to the submission date.


4. Please remember you must leave at least 24 hours between submissions if you make changes to your work. Each submission will overwrite the previous one until the due date and time has passed.


5. You are reminded of the Universitys regulations on cheating and plagiarism. In submitting your assignment, you are acknowledging that you have read and understood these regulations.


6. You are reminded that it is your responsibility to keep an electronic copy of your assignment for future reference.


7. Your citation needs to follow the Harvard style referencing.


This Assignment was developed to assess the following Learning Outcomes:


1. Detail the main theories and models underpinning consumer behaviour.


2. Critically explain the core psychological and external variables that influence the decision- making process of consumers.


3. Apply appropriate consumer behaviour theory to solve problems arising within on-line and off- line platforms.


4. Analyse the wider social issues of consumer and behaviour and be able to debate issues in relation to more general ethical & cultural perspectives.

Individual Report (100%)

The Individual Report is designed to provide students with the opportunity to demonstrate their understanding of consumer behaviour theories and the application of these theories to a range of examples. Using a selection of low involvement and high involvement products/ services students are required to critically analyse communications from a range of sources and apply a range of consumer behaviour theoretical concepts to a selection of the topics below. At least one of your chosen topics should consider ethical considerations.

Task 1: Consumer Decision Making



  1. Critically evaluate the significance of Consumer Decision Making models as frameworks for marketers to understand and influence consumer choices.



Task 2: Psychological Core Variables

Choose two of the following topics to demonstrate an understanding of how these variables affect the individual decision-making process:



  1. Perceptual Theory: Critically discuss how the perceptual processincluding perceptual exposure, perceptual attention, and perceptual interpretation shapes consumer decision making and how marketers utilize these insights to craft effective messaging. Provide a variety of relevant examples.




  1. Learning Theory: Explore (1) stimulus-response models such as classical conditioning and instrumental conditioning, and (2) cognitive learning theory to analyse how these learning theories inform consumer decision making and underpin communication and branding strategies. Include a range of appropriate examples.




  1. Attitude Theory: Utilize attitude theory and models such as the ABC Model, Functions of Attitude Model and Elaboration Likelihood Model to examine how marketers leverage these theories in constructing messages that influence consumer attitudes and decision making. Present various relevant examples.




  1. Self/Personality/Lifestyle Theory: Discuss how theories and models such as The Self, Ideal Self, Congruence, ID, Ego, Superego, and VALS are employed by marketers to shape messaging strategies that resonate with consumers and impact their decision-making processes. Provide a range of



Task 3: External Variables

Select one of the following topics to illustrate how the variable influences individual decision making:



  1. Social Class: Critically analyse Social Class Stratification theory and models to assess whether social class continues to be an effective method for segmenting markets and influencing consumer decision making. Support your discussion with a variety of examples.




  1. The Family: Examine Family theory and models such as the Family Life Cycle and Family Decision-Making Model to explore how marketers use these theories and models to understand family dynamics in consumer decision making and segmentation. Evaluate the ongoing effectiveness of these models for market segmentation and provide a range of relevant examples.



Submission Instructions



  • This assignment must be submitted electronically by 00 pm on the submission date.




  • To submit electronically you must upload your work to the e-submission area within the respective module on Moodle.




  • Multiple drafts can be submitted up to the submission




  • Please remember you must leave at least 24 hours between submissions if you make changes to your work. Each submission will overwrite the previous one until the due date and time has passed.




  • You are reminded of the Universitys regulations on cheating and plagiarism. In submitting your assignment, you are acknowledging that you have read and understood these regulations.




  • You are reminded that it is your responsibility to keep an electronic copy of your assignment for future reference.



Presentation Instructions



  • 3,500 - 4,000 words




  • Words should be distributed equally between the 4

  • The front page, contents page and bibliography will not count towards the word total. All other elements, the introduction, main body, conclusion and in-text referencing count towards the overall total. If the total word limit is below or above the stated amount, marks will be deducted. Any work over 4,000 words will not be marked. Work must be referenced (using LSBU Harvard style) and a bibliography provided




  • Course work must be submitted using font size 11 or 12, with a minimum of 5 line spacing




  • Your student number must appear at the front of the coursework, along with the date, seminar tutor and title of work.

  • Include a contents




  • Include an introduction and




  • Examples of pictorial adverts should be scanned into the body of the work or appendices.


Assessment Criteria:


Your work is being marked according to the following rubric:





80-100%



70-79%



60-69%



50-59%



40-49%



30-39%



0-29%




Structure &


Outstanding


Excellent


Very good structure


Structure and


Weak structure


Poor structure &


Very poor


presentation


structure &


structure &


& presentation of


presentation are


& presentation


presentation of


structure &



presentation of


presentation of


work. All areas of


of an average to


of work.


work. Structure


presentation of


10%


work. All areas


work. All areas


structure and


quite good


Structure and


and


work.



of structure and


of structure


presentation are of


quality with


presentation


presentation are


Structure and



presentation are


and


a good- very good


some


are of a limited


of a poor quality


presentation



of exceptional


presentation


quality with some


improvements


quality with


with substantial


are of a very



quality with no


are of excellent


minor


identified.


numerous


improvements


poor quality



improvements


quality with


improvements



improvements


identified.


with most/all of



identified.


no/little


identified.



identified.



the work




improvements






needing




identified.






improvement.




Outstanding


Excellent


Very good


Average


Weak


Poor application


Very poor


Referencing


referencing of


referencing of


referencing of


application of


application of


of relevant


application of



work.


work.


work.


relevant


relevant


referencing


relevant


10%


Consistent, error


Consistent,


Consistent


referencing


referencing


conventions,


referencing



free application


error free


application of


conventions,


conventions,


with errors and /


conventions,



of relevant


application of


relevant referencing


with some


with errors and


or


with work not



referencing


relevant


conventions with


errors and / or


/ or


inconsistencies.


referenced



conventions with


referencing


few errors.


inconsistencies.


inconsistencies.


Most areas not


accordingly.



great attention to


conventions




Many areas not


referenced




detail. No


with great




referenced


accordingly.




improvements


attention to




accordingly.





identified.


detail. No/ Little









improvements









identified.








Research


Outstanding


Excellent


Very good


A range of


Limited


Some evidence


Little or no



independent


independent


independent


sources used,


research


of research but


research


10%


relevant


relevant


relevant research


although the


identified and


insufficient


presented.



research


research


evidenced by


quality or


used with


quality or


Needs



evidenced by


evidenced by


quality and quantity


quantity could


numerous


quantity. Needs


significant



quality and


quality and


of sources used.


be improved.


improvements


support to


support to



quantity of


quantity of


Some small areas



identified.


develop


develop



sources used


sources used


of improvement




research skills.


research



with no


with no /little


identified.





skills.



improvements


improvement








identified


identified.









Outstanding


Excellent


Very good


Some accurate


Weak


Poor


Very poor


Theory


theoretical


theoretical


theoretical content


understanding


understanding


understanding


understanding



content


content


underpinning work.


of key aspects


of key aspects


of key aspects


of key aspects


40%


underpinning


underpinning


Accurate critical


of subject.


of subject.


of subject. Very


of subject.



work. Shows


work. Shows


understanding of


Evidence of


Limited


limited evidence


Little/ no



sustained critical


critical breadth,


key aspects of


critical coherent


evidence of


of coherent


evidence of



breadth,


accuracy, and


subject. Evidence


knowledge with


coherent critical


critical


coherent



accuracy, and


detail in


of coherent


some


knowledge with


knowledge with


critical



detail in


understanding


knowledge with


improvements


numerous


substantial


knowledge



understanding


key aspects of


some minor


required.


improvements


improvements


with most of



key aspects of subject. No


subject. No/Little


improvements identified.



required.


required.


the work requiring



improvements required.


improvement required.






improvement.



Application


Outstanding


Excellent levels


Very good levels of


Evidence of


Weak of


Poor application


Very poor



levels of


of application.


application.


coherent


application of


of theory. Very


application of


30%


application.


Consistently


Consistently


application skills


theory. Limited


limited evidence


theory. Little/



Consistently


applies


applies application


with some


evidence of


of coherent


no evidence of



applies


application of


of theory to context


improvements


coherent


application skills


coherent



application of


theory to


with some minor


required.


application


with substantial


application



theory to


context.


improvements



skills with


improvements


skills with most



context. No


No/little


identified.



numerous


required.


of the work



improvements


improvements




improvements



requiring



required.


required.




required.



improvement.

  • Uploaded By : Akshita
  • Posted on : May 24th, 2025
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