Reference no: EM133092648 , Length: word count:2000
Assignment: Case Study
An examination of selected aspects of Consumer Behaviour theory and practice - with special consideration of sustainability - in relation to the products of Allbirds
Learning Outcome 1: Explain how the principal theories of consumer behaviour can be applied to marketing.
Learning Outcome 2: Discuss the internal influences on the consumer as an individual, and their impact on purchasing and consumption behaviour.
Learning Outcome 3: Discuss the external influences on the consumer in their social context, and their impact on purchasing and consumption behaviour.
Learning Outcome 4: Evaluate trends in consumer behaviour and apply them to an actual product or service.
Task:
The Marketing Manager of Allbirds has approached you to provide them with a report on the application of Consumer Behaviour theories/concepts to the way people consume products of Allbirds. Allbirds is aware of Sustainability as a major trend in apparel shopping and is especially interested in the influence of Sustainability on today's consumption behaviour.
Write a 2000 word report that analyses the topic "An examination of selected aspects of Consumer Behaviour theory and practice - with special consideration of sustainability - in relation to the products of Allbirds." You need to demonstrate your understanding of internal and external influences on consumer decision making and its application to Allbirds' products.
As a starting point, read two articles/reports about Allbirds and Sustainable practices:
• Anthony, J. (2019, September 24). Amazon and others swoop on woollen shoe trend popularised by Allbirds.
• Sustainability ("Sustainability sells: Why consumers and clothing brands alike are turning to sustainability as a guiding light")
You will have to undertake additional background research on Allbirds, Sustainability (as a trend in apparel shopping), and Allbirds' approach to sustainable consumption.
Instructions:
The main purpose of this report is to explore the connections between Consumer Behaviour concepts, and it's relevance to Allbirds - with special emphasis on sustainability and sustainable (apparel/fashion) consumption.
The assignment also provides you with an opportunity to express your opinions and tests your ability to relate concepts and theories to real life situations.
The specific tasks involve the following:
1) Discuss the application of each element of the Consumer Decision Making Process to Allbirds products.
2) Select any three (3) internal influences. Discuss how they influence the Consumer Decision Making Process regarding a decision to consume Allbirds products.
3) Select any three (3) external influences. Discuss how they influence the Consumer Decision Making Process regarding a decision to consume Allbirds products.
Sections 1-3: For every Consumer Behaviour concept discussed, you need to provide a brief discussion of the concept (the background - incl. at least 1 reference), and show how it applies to the consumption of Allbirds.
• Make sure you use appropriate terminology and be specific when discussing and applying the concepts - this assignment has to reflect that you are familiar with consumer behaviour concepts / models and theories.
• Please use the Consumer Behaviour Textbook and at least 4 other sources to discuss the concepts in parts 1-3 (a minimum of 5 different books/articles. These are in addition to the information about Allbirds and Sustainability/Sustainable Apparel Consumption discussed above)