MKT7001 Consumer Behaviour Assignment

Assignment Help Marketing Management

Reference no: EM132517950 , Length: word count:3000

MKT7001 Consumer Behaviour - Cardiff School of Management

Consumption Journal Analysis

Task

Understanding your own consumption habits is vital in understanding why consumers make decisions they do, and what influences your consumption decisions. Throughout the course of this module you are required to keep a ‘consumption' journal, that will log any purchases you make, or do not make, and anything else you may ‘consume'. This journal will then be analysed using relevant consumption theory.

1. Demonstration of evaluation and analysis of consumer behaviour, its drivers and key conceptual frameworks

2. Identifying and critically analysing your own consumption habits in relation to key theories explored throughout the module

3. Recommendations regarding how an Advertising Agency could use this information in future marketing activities

4. Consumption Journal

5. Coherence and referencing - systematic, logical approach to the essay, correct use of the Harvard referencing system and at least 15 sound academic references that have not been simply gleaned from lecture material.

1. Part one: Consumer Decision Making Process try to identify how where different areas of the decision making process can be influenced: For example, by your world view/personality etc..Individual and group influences. Identify individual Influences such as gender, age, social class and religion which can influence decision to purchase/not purchase. This can include view of the brand etc. view on quality of product/service etc. Reviews of product etc. Identify group influences such as membership of sub-cultures, brand communities, family, culture, peers, youtube influencers, Instagram influencers and celebrity endorsers, which can influence an individual's decision to purchase/not purchase.Also, what consumption models/theories can be used to discuss and identify consumption activities and types.

2. Part 2: You must now critically analyse your actions what consumption types can be linked to them, you need to define consumption activities (referenced) and explain linkages such as symbolic, vicarious, ritual, utilitarian, hedonic, conspicuous, sacred, rejection of authority, anti-consumerism, and identity creation. How your actions have been/ have not been influenced by your own self/ group dynamics. Within your analysis you can discuss how your consumption now differs from the past, you can look at how your personal needs and wants differ now to say three months ago or even more dramatically 6 months ago this is situational influences outside our control. This includes how our personal views have changed due to the changes in the world recently and how companies have responded either positively or negatively which then impacts consumer trust, along with how when our basic needs are destabilised or brought into extreme focus i.e. the order of importance has changed in relation to products: namely toilet paper supplies vis a vis a new smart phone, or that we cannot focus on higher order needs while attempting to fufill basic needs (Maslow). This analysis can include your view of the brand etc. Your view on quality of product/service etc. Endorsement of product etc. This can also include group dynamics such as the fear of running out of toilet paper or food due to the herd mentality of panic buying, and conformity i.e. they are buying so I should otherwise I will lose out.

3. Part 3: After you have discussed your consumption activities you need to give recommendations to an Advertising Agency regarding your analysis of your consumption activities. These have to link to relevant theory and expalin what they should do in future marketing activities. This should be placed at the end of the analysis of the consumption experiences, linking back and using each consumption experience to build a wholistic review and recommendations.

Attachment:- Consumer Behaviour.rar

Reference no: EM132517950

Questions Cloud

How do you define ethics in personal and professional sense : Journal Entry for Week 1 is a reflective essay describing your personal stance on ethics in healthcare. Review the theorists by reading Chapter 1 "Practical.

How much is the recoverable amount : The appropriate discount rate is 11%. How much is the recoverable amount? (Note: round-off present value factors to four (4) decimal places i.e. x.xxxx)

Describe the functional organizational structure : Define the concepts: Functional organizational structure, Functions and responsibilities of a health care manager, Strategic problem solving.

Discuss what advice do have for helen bedru : What advice do you have for Helen Bedru? Support your response with sufficient and sound reasoning. Curious as to how the improvement would be accomplished

MKT7001 Consumer Behaviour Assignment : MKT7001 Consumer Behaviour Assignment Help and Solution, Cardiff School of Management - Assessment Writing Service - Demonstration of evaluation and analysis

Should osama bin laden have been taken alive : Should Osama Bin Laden have been taken alive? What are the due process protection questions in light of the creation of the Department of Homeland Security?

Cloud computing corporation and digital enterprises : In a dispute between Cloud Computing Corporation and Digital Enterprises, Inc., the court applies the doctrine of stare decisis.

Calculate wages wacc : Calculate wage's WACC. Wagon corporation is considering a new investment project and needs to determine WACC as a reference to projects discount rate.

Discuss the major changes in public employee unions : Explore and discuss the major changes that have come to public employee unions. At least 350-400 words, including at least 2 citations. The response must be.

User Account

All Pages