Reference no: EM132337574 , Length: word count:3000

Consumer Behaviour Assignment -

Assessment Details - Written Research Paper

Instructions - You are required to write a research paper of approximately 3,000 words. Using sources from relevant journal, articles and textbook,answer ALL the following questions in your research paper. The aim of this assignment is to analyse the consumer behaviour inherent in some real-world situation and develop marketing recommendations based on that analysis.

A. What is (are) the factors influencing consumer behaviours

Select ONE (1) product or service that you intended to purchase. As a consumer, youare required to identify and discuss at least THREE (3)factorsthat affect your purchase behaviours. Support your argument with relevant examples.

B. Consumer behaviour issues

You should specifically identify ONE (1) of psychological issue that will affect your purchase decision. The aim of thisassignment is your critical analysis on the specific psychological issuethat affect your purchase behaviour. You are required toapply any relevantconcepts, models, and theories from the journals and textbook (e.g. perception, attitude formation, social influences, etc...). Use these concepts to study, understand and explain the issues you are focused on.

C. Recommendations

Be sure to clearly describe the marketing recommendations that you would make based on your analysis of relevant consumer behaviour phenomena. For instance, how would you package your product in a way that maximizes impact given what you know about attention and perception? How would you promote your product given the level of involvement your target market has in your product and the decision-making process your target consumers follow?

D. Conclusion

Highlight the significant elements from your report and draw out the main points from your report as a conclusion to summary your strategic plan.

Ethics.

To reiterate, it is a requirement that all research must be conducted in accordance ethical guidelines. This encompasses all research including qualitative interviews, questionnaires, surveys and physically invasive procedures. For further clarification please consult your course leader.

Assignment guidelines -

• You are to answer ALL questions.
• The coursework must be done and must be entirely the work of originality. Please make sure that you are aware of the rules concerning plagiarism. If you are unclear about them, please consult your program coordinator/lecturer.
• Answer the following questions in a modified essay format (Cover Page, Table of Contents, numbered headings and sub headings, with Introduction, Body, Close and reference list)
• As a postgraduate student, there is no excuse for poor spelling, bad grammar, or lack of formatting. Use one and half spacing with 12- point font and pages must numbered. Use New Times Roman.

Main Text book: Schiffman, L &Wisenblit, L. (2014) Consumer behavior, 11eds. Prentice Hall.

Solomon, M.R. (2015). Consumer behavior: Buying, having and being, 11eds. Prentice Hall.