MKT20025 - Internal Factors Influencing Consumer Behaviour Assignment

Assignment Task

There are many ways to structure things we write, and reports are no different. The following provides you with an option or guide for the sections you need, and key components that should go in each.

Introduction

A good introduction should contain the following key elements

1. State the purpose of the report

• Who is the client and why do they want this work done?
• Who are you and what will you be providing in this report?

3. Set the scene

• What industry is your client (and product) in?
• What is the situation in the industry - provide some stats so we get a feel for it. Use industry-level sales and insights (not just about your brand, but where it fits). Answer the ‘so what’ question.

4. Identify scope

• What will you be covering in the report?
• What process will you be using and why?

1. What stats should you be providing in the introduction? Sales (and growth) figures for:

• Your brand?
• Are products the same as your brand?
• Products in the same category as your brand?

2. Is the product and industry the same thing?

• Yes
• No
• It depends

3. Which of the following statements makes sense?

• This section will show how to segment the target market
• The target market is one segment of the market that is the most appealing to the organisation
• Segmenting involves having one demographic, behavioral and psychographic segment

4. How many tables to you need in the Segmentation section?

• 0
• 1
• 2

5. What are the 3 criteria to evaluate attractiveness?

• S&G
• S.A.
• O&R

6. How many social marketing theories should you include in assignment 2?

• None
• CBSM
• CBSM & SCT
• CBSM & SCT & SOC

7. How many times should I apply AX in assignment 2?

• Once
• 2 times
• 4 times
• What is AX?

8. What learning theory is the MOST likely to explain how your TM learn?

•  Classical conditioning

Internal Factors Influencing Consumer Behaviour

Introduce the section (as mentioned above, explain what you will be doing and why it is important). Then you need to discuss 2 internal factors, separately.

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