MKTG1391 - Consumer Behaviour - CB Report Writing - Accounting and Finance Assignment Help

Assignment Task

Overview 
Using you brand choice from Assignment 2, you are now required to explore and analyse deeper  using your recently acquired knowledge of consumer behaviour. 
You are to investigate and discuss how the following influences impact upon your identified segment  and product offering. 
External Influences 
1. Group and Interpersonal Influence: Who are the reference group(s) that may influence this  segment? Identify the potential group influence(s) such groups may exert on this segment.

2. Role of Situational Influences; how can marketers capture these contextual effects to  influence consumption behaviour? 
3. Culture and Subculture: What core values does this target market uphold? (Refer to  Schwartz 10 core values), Are the values upheld in the society consistent with the  consumption of this service? Does the product appeal to a specific adopter category? 
Internal Influences 
1. Needs and Motives: How readily is the service positioned to satisfy different needs or  motives? What needs are being met? (e.g. Maslow’s Hierarchy of Needs) 
2. Perception: What are the strategic implications of the process of perception for marketers? 3. Learning: Given the profile of your target segment, which application of learning theories  would be most relevant to use in promotion? e.g.; reasoning versus operantconditioning? 
Marketing Strategy 
On the basis of your research provide four key recommendations to the marketer of your product on  the basis of your analysis. The recommendations may be explored within a marketing mix framework  and how the marketing efforts scan uphold the positioning of this product in the mind of consumers  within the identified segment.
Conclusion 
A succinct overview highlighting the main findings. 
Assessment of assignments will take into account: 
• Knowledge of relevant theory 
• Application of relevant theory 
• Discussion of issues 
• Quality of recommendation 
• Clarity of expression 
• Logical planning and sequence 
• Overall presentation, including correct grammar, spelling, and punctuation • Correct acknowledgment of documentation and use of referencing 
• Quality of written presentation 
Learning Outcomes 
This assessment is linked to the following Course Learning Outcomes: 
Explore and compare the core theories of consumer behaviour in both consumer and  organisational markets (CLO 1) 
Apply and demonstrate theories to real world marketing situations by profiling and  identifying marketing segments (CLO 2) 
Appraise models of Consumer Behaviour and determine their relevance to particular  marketing situations (CLO 3) 
Apply and enhance abilities to input this knowledge in the marketing planning process,  particularly in market segmentation, positioning, and marketing mix development (CLO 4)

Critique the theoretical perspectives associated with consumer decision making,  including recognising cognitive biases and heuristics (CLO 5) 
Apply analytical skills in assessing advanced literature in the field of consumer research and  critically reflect on your personal writing practices as it relates to the evidence from research  (CLO 6)
Academic integrity and plagiarism

Academic integrity is about honest presentation of your academic work. It means acknowledging the work of others while developing your own insights, knowledge and ideas.

You should take extreme care that you have:

Acknowledged words, data, diagrams, models, frameworks and/or ideas of others you have quoted (i.e. directly copied), summarised, paraphrased, discussed or mentioned in your assessment through the appropriate referencing methods,

Provided a reference list of the publication details so your reader can locate the source if necessary. This includes material taken from Internet sites.

If you do not acknowledge the sources of your material, you may be accused of plagiarism because you have passed off the work and ideas of another person without appropriate referencing, as if they were your own.

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