MKT20025 : Consumer Behaviour - Behavioural Analysis Report - Management Assignment Help

Assignment Task:

Task:

Assignment overview In any purchase of any product, consumers tend to go through five stages of the consumer decision-making process (CDMP). However, there are many internal factors (needs and motivation, personality and self-concept, perception and attitudes) and situational factors (retail environment) that may influence this process. The purpose of this assignment is for you to highlight your ability to describe and apply insights about consumers using the theoretical principles of consumer behaviour. You are required to produce a report that is about understanding the target customers of a selected brand in terms of their psychological profile and how a brand can influence the consumer decision-making process (CDMP) of target customers. 05/12/2020

Assignment 1: Behavioural analysis report https://swinburneonline.instructure.com/courses/2345/assignments/24480 2/12 Your analysis should draw upon the unit learning materials, readings and academic articles to help you formulate recommendations for a selected brand to effectively market and promote a product.

ULOs: This assignment supports unit learning outcomes 1, 2, 3 and 5. Assignment details Choose one of the following brands and corresponding products as the focus for your report:

Zara - Sustainable fashion.

The Wall - latest Samsung TV. Once you have selected your brand, apply it to the consumer decision-making process, including the different behaviour theories and concepts covered in the learning materials of this unit, to produce a report. Remember, your role is to assist the selected brand in trying to understand its target customers better. In your report, address the following:

1. Briefly explain why a good understanding of consumer behaviour is a requirement of any organisation, including your selected brand. Briefly describe the product you selected and include a brief background about the brand. Who are the key target consumers that the brand can focus on? Think about the common characteristics of the key target customers

. 2. Describe the steps a consumer would take to purchase your selected brand's product. Use the five stages of the consumer decisionmaking process to frame your response.

3. Using academic journals relating to the CDMP, explain and justify the internal factors (needs and motivation, personality and selfconcept, attitudes and involvement) and situational factors (gift-giving and retail environment) that may influence the decision-making process, and lead someone to purchase your selected brand's product.

Aim to find a minimum of 5 academic journals that relate to theories (not the brand).

Assignment

1: Behavioural analysis report https://swinburneonline.instructure.com/courses/2345/assignments/24480 3/12 4. Using your findings, provide relevant and practical recommendations for how your selected brand could effectively market and promote their product in order to influence the target consumers to purchase and become satisfied with your selected brand. Conduct your analysis within the context of your home country. For local students, this would mean exploring the assignment within the context of the Australian market.

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