Consumer Behaviour Analysis : Victoria Bitter Beer - Management Assignment

Internal Code : MAS598

Consumer Behaviour Assignment

Consumer Behaviour Analysis Topic - Victoria Bitter Beer Identify and discuss 2-3 key consumption behaviour topics discussed throughout the semester. In your analysis you will identify sub-topics relating to the key CB topics identified. You will need to think carefully about this section and the analysis approach in order to ensure this section is written clearly and succinctly.  2,000 words max CB Analysis section: applying theory •Apply individual and social factors to evaluate consumption decision-making. •Sub-headings should comprise of 2-3 key topics YOU identify as impacting decision-making •EG: key factors may be ‘attitudes’, ‘group reference’ etc •When discussing key factors you will develop an argument to include other sub-factors that influence consumer’s consumption of the Brand/product. •Eg: if attitudes is a key factor it is highly likely that you will also discuss how lifestyle, perceptions, marketer influences (strategy) – of course dependent on your brand/product •Structuring the CB analysis section (2000w) •There is no one way to structure this section – some tips •Create a mud-map of how sub-factors link to key factors influencing d-making (similar to a network analysis) •You might find that the key factors are relevant at different stages of decision-making which will assist your analysis •We are interesting in YOUR analysis and the justification of the arguments you present. Your analysis must be objective and substantiated through evidence •Journal articles linking theory to practice •Evidence from broader market