MKT60012 : Consumer Behaviour Analysis-Report Writing - Marketing Assignment

Internal Code : MAS4891

Marketing Report Writing Assignment :

Analysis the  factors influencing consumer purchase decision (product-person- situation specific). It also facilitates developing some of the generic skills listed in the unit outline. Tasks: 1. Select one brand from one product category* of home appliances that you use frequently (e.g., Philips food processor, Breville coffee maker, or Stelton Emma electric kettle) 2. Identify two product’s characteristics (e.g., product label, design, packaging, prices, promotion, features, etc.) of the selected product brand and two situational influences (e.g., physical, temporal, task, social or antecedent state) that would affect consumers purchase behaviour. 3. Discuss relevant consumer behaviour theory (learnt during week 1-5) to support how those factors above influence consumer purchase behaviour. 4. Based on the theoretical discussion above, write a report recommending how marketers of your selected brand can make better marketing decision (e.g., product, pricing, promotion, distribution decision decisions). Remember to recommend key influences of consumer behaviour the firm should pay attention to.