Marketing - Consumer Behaviour - Fast-moving consumer goods - Management Assessment Answer

Marketing - Consumer Behaviour - Management Assessment Answer

Assessment Task:

In this individual assignment, you will be given an opportunity to explore the complexities of consumer behaviour by examining situational and psychological factors influencing consumer decisions to purchase a product. This will enable you to demonstrate a broad knowledge of current issues in buyer/consumer behavior.

You are required to pick a product that falls into the category of fast-moving consumer goods (FMCG), for example, apparel. You are then required to construct a consumer profile infographic based on the chosen product by conducting extensive research of the most recent scholarly, industry and corporate publications. To start your research, please visit IBISWorld online database which is accessible through MyAthens.

In constructing the infographic you must incorporate theories and concepts related to consumer behaviour discussed in the topics from weeks 1 to 4. More specifically, you must address the following points:

1. Consumer Profile Infographic:

a. Map the historical changes in consumer buying trends of the chosen product;

b. Identify motivation factors and the type of involvement and resources that consumers typically use to buy the chosen product;

c. Identify exposure, perception and stimuli elements that influence consumers to buy the chosen product;

d. Based on the chosen product, map a typical consumer knowledge schema;

e. Provide examples of how the marketers of the chosen product influence affectively-based attitudes.

2. Reference List.

In creating your infographic, you will need to include images and any other visual aid that validates your research. You are required to use at least 6 sources of information that are referenced in accordance with Kaplan Harvard Referencing Guide. In-text, citation is not required in the infographic. These may include corporate websites, government publications, industry reports, census data, journal articles, and newspaper articles.

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