Reference no: EM132952619 , Length: 1500 Words
MKT1002 Consumer Behaviour - University of Southern Queensland
Assignment Instructions
Think about a branded product that you have bought. For example: if you bought a Dell laptop, the brand is Dell and the product is a laptop. You are suggested to select a product for the purpose of this assignment that you have given careful consideration to before the purchase. This product will form the basis of your response to the questions in Assignments 1 and 2.
In terms of layout and format, you are to use MS Word to develop the assignment. The recommended font is Times New Roman, 12 font size, and 1.5 line spacing. Please use relevant headings and sub-headings as you deem appropriate. A reference list is to be included in the document.
Assignment 1
Assignment 1 focuses on the topics covered from week 1-4.
Please answer the following questions. Maximum word limit 1200 (+/- 10%) words (excluding tables, figures, diagrams and references).
Product Description
- Clearly provide details of the product you bought. Include the brand name, model, etc.
Value Derived From Purchase
- What benefits did you derive from the product?
- What were the costs associated with the purchase?
- Develop a value equation for the purchase. The value equation should include at the benefits (utilitarian, hedonic, social, etc.) as
well as other costs associated with the product. Clearly differentiate and categorise the costs and benefits.
Perception of Product/Brand
- What is your perception of the specific product that you purchased?
How did you develop this perception? You need to discuss the various stages of the perceptual process. Upon reflection, did the perception change after using the product? Why?
Motivating Factor(s) behind Purchase
- What were the underlying motivating factor(s) that led to the purchase? What need did it satisfy?
Brand Image
- Draw the diagram of an Associative Network for the brand of the product (or service that you purchased). Discuss the various nodes in the associative network.
Please employ relevant theoretical concepts in your discussion. You are to employ the Harvard AGPS referencing style in your assignment (for in-text referencing and reference list). You may illustrate your answers with relevant diagrams.
Assignment 2
Assignment 2 builds on your findings of Assignment 1 and relates to the topics covered from week 5-8. You are to answer the questions based on the same branded product you selected for Assignment 1.
Please answer the following questions. Maximum word limit 2500 (+/- 10%) words (excluding tables, figures, diagrams and references).
Self-Congruency and Self-Concept
- Explain the match between the branded product and yourself. Use the theories in relation to personality, lifestyle and self-congruency and self-concept in your discussion.
Persuasion and Attitude Change
- Think of a friend or a family member who has a negative (or a neutral) attitude towards the branded product you purchased. How would you attempt to change their attitude towards this brand? You are to employ one of the three theories of persuasion (the Elaboration Likelihood model, Balance Theory or Social Judgement Theory) to achieve this. Please provide a strong rationale for your answer.
Group and Interpersonal Influence
- Explain the role that any group may have had on your purchase decision.
Culture and Micro Culture
- What role did your individual culture (or micro culture) have on your purchase decision?
Please employ relevant theoretical concepts in your discussion. You are to employ the Harvard AGPS referencing style in your assignment (for in-text referencing and reference list). You may illustrate your answers with relevant diagrams.
Attachment:- Consumer Behaviour.rar