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Consumer Behaviour

This report is designed to help you understand what is known in the academic literature and business press about a chosen topic. It requires you to apply a theory, model or framework to the consumer behaviour you are investigating and recommend some marketing strategies to address the behaviour.

Consumer Behaviour Topics
Two consumer behaviour topics will be specified for this assignment. You should choose one (1) of these topics as the subject of your Consumer Behaviour Report. Details of the topics will be made available on the unit blackboard site.

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Assignment structure and requirements
For your report, you must follow the specified structure detailed below. Please use these as your headings. The total word count for the assignment is 2250 words (+/- 10%) [excluding references and appendix].

I. Context and Problem/Opportunity (~100 words)

From the topics specified, you need to select one problem or opportunity that is of interest to you for this assignment. Briefly introduce the specific issue you are targeting and one opportunity or problem surrounding that issue in a particular context. You should state whose perspective you are taking (i.e. which organisation do you represent?). Your context and problem/opportunity should illustrate a real and plausible situation that marketers face.

II. Literature Review (~700 words)

Using both academic literature and business press, synthesise the literature on your chosen topic in your own words. What do we already know about the issue of interest? You should include AT LEAST ten (10) references, of which AT LEAST seven (7) should be from reputable academic journals.

Make sure you link the paragraphs together rather than discussing one paper at a time. This literature should provide evidence for the extent of the problem/opportunity you identified in Section I, discuss the key factors facing consumers and marketers, and analyse any marketing strategies that have been previously used to address this problem.

III. Theory/Model/Framework (~450 words)

Choose a consumer behaviour theory or model or framework (T/M/F) and apply it to your chosen topic. You can use a T/M/F from your textbook, but you should cite the original source of the T/M/F in your assignment. Briefly discuss how this T/M/F can be used or applied in your topic, or how it has been used before. Do not simply regurgitate the information from your text; incorporate other sources (perhaps from your literature review) and be clear and concise.

Some suggested T/M/Fs are provided here, but you are free to choose another if you find one more suitable. You may also choose a combination of T/M/Fs to analyse but space is limited. Please remember that your selection of T/M/F is up to you. There is no “best” T/M/F. You are assessed on your level of your understanding of your chosen T/M/F and your ability to apply it in your chosen context.

Theories/Models/Frameworks (T/M/Fs) – Some examples:

 Consumer Decision Process  Theory of Planned Behaviour  Elaboration Likelihood Model  Motivation Theories  Personality Dimensions  Theories of Self  Situational Influences  Attitude Formation  Many others

IV. Recommendations (~1000 words)

Recommend three tactics or strategies to tackle the problem or opportunity you have outlined. It is suggested that you use the 4Ps of product marketing or the 7Ps of services marketing to guide your strategies. For example, you might suggest a new or modified product (service) with one recommendation, target improved distribution (place) with your second, and perhaps your third recommendation could focus on a promotion, or you could offer 3 recommendations for promotion, if appropriate.

Make sure that these tactics or strategies specifically relate to the T/M/F you have applied in Section III and the problem you identified in Section I. You should include some evidence of your recommendations, such as any images relating to any new goods/services you may suggest, pricing calculations, distribution layouts or service delivery process, or creative ideas for any promotional strategies. These may be included as an appendix (not included in word limit).

V. References (not included in word limit)

Create a reference list that correctly references all of the papers and articles you used in this assignment.

VI. Appendix (not included in word limit)

Include a maximum of two pages for an appendix with tables and/ or other supporting information. The appendix must be concise and should provide any additional evidence to support the assignment.

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