This assignment is rewarding in terms of building your knowledge of marketing and consumer behaviour
The overall purpose of this assignment is to help you build your understanding of the consumer and how an
understanding of consumers is a key input to the development of an effective (the right type) and efficient
(minimal or no waste) marketing mix strategy. You need to collect data about your personal shopping and
analyse your shopping behaviour given knowledge of relevant marketing and consumer behaviour
It is important that you begin (even before starting the data recording) by describing yourself as a consumer
before you have analysed your shopping. For example, ‘The consumer is a 32 year old male who has been
married for 8 years, has a wife who also works part-time in health services, has one child in a private school, is
in full-time employment as a professional manager, favours branded products—particularly for high tech
products—rarely goes grocery shopping and prefers to search and buy online for as many products as possible’.
Note—this description is only an example—there may be other relevant aspects you could describe as well.
If you are studying in Australia you should place yourself in one of the Roy Morgan Values Segments. Go to
www.roymorgan.com click on Products, click on Values Segments and then read all of the segments to decide
which segment you belong to.
You will track and detail every purchase you make over seven days and note what occurred in the decision
making process (DMP) and the influences on the DMP for every purchase decision. These purchases need
to be recorded in a matrix—in an Excel spreadsheet. An example of a matrix is available on Moodle. This is an
example—you should amend according to your needs. The purchases you record here will, in the main be those
products you buy weekly, e.g. milk, food, clothes, fuel, rent, entertainment and the like but should also cover
clothes, small household items such as a toaster, etc. These tend to be classified as low-involvement purchases.
You need to detail how and in what ways marketing and consumer behaviour theories/concepts, and perhaps
even the purchases recorded in the matrix, influence (or influenced) your decision making process for your
At the same time you must detail a recent purchase of what is generally known as a high-involvement product,
e.g. a new TV or a new car or an overseas family holiday. Be sure to provide a full description of the product. If
you have not made such a purchase then you can write about such a product that you will make in the near
future. Please note that the term product includes services such as a family holiday
Compare and contrast your buying behaviour for the products purchased over the week with your buying
behaviour of your nominated product.
Provide key overall insights and justification (use theory to support) regarding what you have discovered.
Describe how Marketers could use these insights to develop more persuasive Marketing strategies.
THIS ASSIGNMENT MUST BE DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR
YOU THEN PUT YOUR SHOPPING BEHAVIOUR IN THE CONTEXT OF MARKETING AND CONSUMER
DO NOT WRITE A THEORETICAL PAPER TO WHICH YOU ADD A FEW COMMENTS ABOUT YOUR