Write 4000 Words in Report Format DO NOT Exceed 4000 Words.
15 References needed:7 of them academic journals and the rest texts
Use these Two References and add 13 more relevant and up-to-date sources.
Ling, Peter, D’Alessandro, Steven and Winzar, Hume (2015) Consumer Behaviour in Action, Oxford University Press, ISBN: 97080195525601.
Schiffman, L., O’Cass, A., Paladino, A., D’Alessandro, Steven, and Bednall, D. (2011). Consumer Behaviour (5th ed.). Sydney: Pearson Education Ltd
Task:
There are many individual factors that can influence the behaviour of consumers (needs, motivations, personality, consumer perception, learning, and involvement and consumer attitudes).
1. You are required to identify at least two individual influences that are relevant to the consumers of your firm (Choose a Firm) (Choose one product from that firm). Discuss, specifically to your firm, how these two individual influences (Consumer needs, Motivations) impact on the consumer purchase decision. Separate paragraph for each one
In this section ensure that you address two individual concepts (consumer needs, motivation) relative to how a person consumes products/services. Consider how these influences may impact and relate to the consumer decision making process. Where possible align it to various stages of the consumer decision making process (eg need recognition, information search, evaluation, purchase & post-purchase behaviour (cognitive dissonance).
2. Consider how these two individual influences (consumer needs, motivation)can be used toimprove/enhance your firm’s marketing strategy (eg relative to the 4 p’s, segmentation, and targeting, positioning and other marketing related strategy).
Provide at least two or more conceptual/theoretical evidences and relevant examples (of your firm and in the marketplace) to support your discussion of each question (1-2).
In one easy sentence:
The overall object of the assignment is to address two individual influences and how these impact on the consumer decision making process (in general) and then how these two individual influences can improve or enhance the organizations marketing strategy.
Marking criteria
Understanding of relevant consumer behaviour theories (8 Grades)
Comprehensive/detailed knowledge of topic with areas of specialisation is depth and awareness of provisional nature of knowledge
Application of consumer theories to a particular market (8 Grades)
Takes account of complex context and selects appropriate theories
Consumer behaviour implications for the marketing strategy of the organization (8 Grades)
Consistently demonstrates application of critical analysis well integrated in the text
Quality of examples (8 Grades)
Uses all available data and examples to evaluate the options. Clear criteria are applied to demonstrate reasons for final outcome.
References (4 Grades)
Referencing is consistently accurate
Presentation (4 Grades)
Shows a polished and imaginative approach to the topic
