Understanding Buyer Behavior - Consumer Behavior Assignment Help

Assignment Task

Executive Summary: Clear and concise executive summary, adequately outlining the major findings of the research and the implications for the brand.
CO5. Apply consumer behaviour theory to practical marketing problemsCO6. Demonstrate Business Enterprise Skills in the context of the Marketing discipline: Problem Solving (foundation level).
Executive Summary is clear and concise, within the word-count limit. Outlines adequately all major findings and implications for the brand in question.
The conclusion is relevant in the context of the brand and clearly demonstrates problem solving and the application of scientific investigation into consumer behaviour issues.
Executive Summary is included. The ES is clear and concise, within the word-count limit. Outlines most major findings and implications for the brand in question.
The conclusion is relevant in the context of the brand but clarity in demonstrating problem solving and the application of scientific investigation into consumer behaviour issues could be improved.
Executive Summary is included but findings and implications are not clearly stated and/or are not complete. The Executive Summary is within the word-count limit and concise.
The conclusion is less relevant in the context of the brand and clarity in demonstrating problem solving and the application of scientific investigation into consumer behaviour issues is required.
Executive Summary does not include findings and implications from the main body of the report or NO Executive Summary is included. Writing is unclear and is significantly above or below the word-count limit.
The conclusion is not relevant in the context of the brand and greater clarity in demonstrating problem solving and the application of scientific investigation into consumer behaviour issues is required.
Understanding buyer behaviour

Q1: Adequate discussion of the typical consumer buying behaviour in FMCG markets.
CO2. Describe the complexities of buyer/ consumer decision-making processesCO3. Apply a number of widely generalised consumer behaviour modelsCO6. Demonstrate Business Enterprise Skills in the context of the Marketing discipline: Problem Solving (foundation level).
All major points identified and discussed of the typical consumer buying behaviour in FMCG markets.
Extensive and critical identification of the different models of buyer behaviour with a clear description of relevant models and how they apply to the scenario.
Adequate points identified and discussed of the typical consumer buying behaviour in FMCG markets.
A good attempt at identifying the different models of consumer buying behaviour with a good description and application of the relevant models to the scenario.
Very brief or poor discussion of the points in relation to typical consumer buying behaviour in FMCG markets.
A brief attempt to describe the relevant models of consumer buying behaviour with some link to the scenario but this is not made explicit.
Poor discussion and identification of the consumer buying behaviour models in FMCG markets.
No identification of the complexity of consumer buying decisions and poor link to the scenario.

Brand performance

Q2: Discussion of the differences or patterns identified between the competing brands, from
Table 1.
CO1 Describe key aspects of consumer behaviour and market segmentation
CO4. Assess the value of scientific investigation of consumer behaviour issues
CO5. Apply consumer behaviour theory to practical marketing problemsCO6. Demonstrate Business Enterprise Skills in the context of the Marketing discipline: Problem Solving (foundation level).
Clearly identifies and describes all major patterns and differences between competing brands in Table 1 extensively linking to the brand in question.
Discusses the patterns and differences in detail when assessing the value of scientific investigation and links to the existing literature in a clear and original manner.
Clearly identifies and describes the patterns and differences between competing brands in Table 1 making a good attempt at linking to the brand in question.
Discusses the patterns and differences in detail when assessing the value of scientific investigation and links to the existing literature in a clear manner.
Describes some patterns and differences between competing brands in Table 1 but the link to the brand in questions is not made explicit.
Briefly discusses the patterns and differences when assessing the value of scientific investigation between competing brands and the link to the existing literature is unclear.
Does not describe patterns and differences between competing brands in Table 1. Lacks awareness of scientific investigation.
No or poor discussion of the patterns and differences between competing brands. No or poor link to the existing literature.
Brand performance

Q3: Discussion about the recommendation focused on heavy buyers as the key to brand growth.
Explanation of why this is a good or bad strategy using supporting evidence from consumer behaviour literature.
CO1. Describe key aspects of consumer behaviour and market segmentation
CO3. Apply a number of widely generalised consumer behaviour models
CO4. Assess the value of scientific investigation of consumer behaviour issuesCO5. Apply consumer behaviour theory to practical marketing problemsCO6. Demonstrate Business Enterprise Skills in the context of the Marketing discipline: Problem Solving (foundation level).
All major points identified in the discussion about the recommendation whether a marketing strategy to focus on heavy buyers to grow the brand is a good or bad idea.
Clearly explains why/why not a strategy to focus on heavy buyers is appropriate in relation to the brand and uses considerably supporting evidence to present logical arguments.
Adequate points identified in the discussion about the recommendation whether a marketing strategy to focus on heavy buyers to grow the brand is a good or bad idea.
Clearly explains why/why not a strategy to focus on heavy buyers is appropriate in relation to the brand and uses appropriate supporting evidence to present arguments.
Very brief discussion about the recommendation whether a marketing strategy to focus on heavy buyers to grow the brand is a good or bad idea.
Explains reasonably well why/why not a strategy to focus on heavy buyers is appropriate in relation to the brand but poor or no supporting evidence is used to present arguments.
Poor or no discussion about about the recommendation whether a marketing strategy to focus on heavy buyers to grow the brand is a good or bad idea.
Explanation is poor or missing. Arguments are unsupported and/or illogical.
Mental Availability

Q4: Discussion of Mental Availability and how it can be built and enhanced. Explanation of the importance of mental availability and how it is different from attitudes. Listing 5 appropriate category entry points to use in future advertising.
CO2. Describe the complexities of buyer/ consumer decision-making processes
CO3. Apply a number of widely generalised consumer behaviour models
CO5. Apply consumer behaviour theory to practical marketing problemsCO6. Demonstrate Business Enterprise Skills in the context of the Marketing discipline: Problem Solving (foundation level).

Excellent demonstration of the understanding of Mental Availability with a clear discussion of the relation to buyer behaviour and how Mental Availability is different from the concept of attitudes.
Excellent understanding of the complexities of the buyer decision making process reflected in the recommendations on how to grow and enhance Mental Availability for long term growth
Clearly demonstrates high level insight and interpretation to inform the recommendations with five potential category entry points for future advertising using adequate theory to address the practical marketing problem. Good demonstration of the understanding of Mental Availability with a discussion of the relation to buyer behaviour and how Mental Availability is different from the concept of attitudes.
Good understanding of the complexities of the buyer decision making process reflected in the recommendations on how to grow and enhance Mental Availability for long term growth
Demonstrates good level insight and interpretation to inform the recommendations with five potential category entry points for future advertising using theory to address the practical marketing problem. Adequate demonstration of the understanding of Mental Availability with a brief or poor discussion of the relation to buyer behaviour and how Mental Availability is different from the concept of attitudes.
Discussion on the complexities of the buyer decision making process could be improved better linked to the recommendations on how to grow and enhance Mental Availability for long term growth
Provides some recommendations but does not clearly identify five category entry points for future advertising using the theory to address the the practical marketing problem.
Poor discussion on Mental Availability with little demonstration of knowledge
Does not identify how mental availability could be imporved for the brand’s long term growth
Does not have or has poor recommendations.
Demographics and Segmentation

Q5: Discussion of the extent to which the type of customer base of the selected brand differs from the customer bases of the other brands in the category. Implications for
the selected brand’s marketing strategy based on the results of the customer profile.
CO1 Describe key aspects of consumer behaviour and market segmentation
CO4. Assess the value of scientific investigation of consumer behaviour issuesCO5. Apply consumer behaviour theory to practical marketing problemsCO6. Demonstrate Business Enterprise Skills in the context of the Marketing discipline: Problem Solving (foundation level).

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