BUMKT5902: Robert Errey and David Toleman.- Marketing management Assignment

Internal code: MAS4382

Marketing management Assignment:

The first assignment is an individual one where you are required to record ALL of your shopping for seven days, and I mean ALL. Don't just put 'groceries $40' - you need to put & broccoli $1.45, Kellogg& Corn Flakes, $4.15, 7 apples $3.45, etc.&;There is an Excel file that shows what one student recorded a couple of years ago. The more data you collect, the more analysis you can do and the better conclusions you can draw. In addition to the day-to-day shopping, you are to fully describe a recent purchase of a high involvement product (or service), e.g. a new laptop. If you have not made such a recent purchase, then describe a high involvement product you intend to make in the near future. The purpose of the assignment is for you to better understand consumer behaviour by examining your shopping behaviour. Carefully read the assignment document so that you know what the task requirements are. Questions: 1. Describe a consumer who is representative of a target segment; 2. Analyse this consumer’s shopping using marketing theories and concepts; 3. Write about a high involvement product that the consumer (you) have recently bought (or one that you will buy in the near future): 4. Compare and contrast the decision marking that you went through for the weekly shopping and the shopping for the high involvement product; 5. Identify key insights from the shopping analyses.