AMB200 Consumer Behaviour

Assessment Item 2: CB Report

Purpose

This report is designed to help you understand what is known in the academic literature and business press about a chosen topic. It requires you to apply a theory, model or framework to the consumer behaviour you are investigating and recommend some marketing strategies to address the behaviour.

Consumer Behaviour Topics

Two consumer behaviour topics will be specified for this assignment. You should choose one (1) of these

topics as the subject of your Consumer Behaviour Report. Details of the topics will be made available on the unit blackboard site.

Assignment structure and requirements

For your report, you must follow the specified structure detailed below. Please use these as your headings. The total word count for the assignment is 1750 words [excluding references and appendix].

1. Context and Problem/Opportunity (~100 words)

From the topics specified, you need to select one problem or opportunity that is of interest to you for this

assignment. Briefly introduce the specific issue you are targeting and one opportunity or problem

surrounding that issue in a particular context. You should state whose perspective you are taking (i.e. which

organisation do you represent?). Your context and problem/opportunity should illustrate a real and plausible situation that marketers face.

1. Literature Review (~500 words)

Using both academic literature and business press, synthesise the literature on your chosen topic in your

own words. What do we already know about the issue of interest? You should include AT LEAST ten references, of which AT LEAST seven should be from reputable academic journals.

Make sure you link the paragraphs together rather than discussing one paper at a time. This literature should

provide evidence for the extent of the problem/opportunity you identified in Section I, discuss the key

factors facing consumers and marketers, and analyse any marketing strategies that have been previously used to address this problem.

III. Theory/Model/Framework (~250 words)

Choose a consumer behaviour theory or model or framework (T/M/F) and apply it to your chosen topic. You

should use a T/M/F from your text book, but you should cite the original source of the T/M/F in your

assignment. Briefly discuss how this T/M/F can be used or applied in your topic, or how it has been used

before. Do not simply regurgitate the information from your text; incorporate other sources (perhaps from your literature review) and be clear and concise.

Some suggested T/M/Fs are provided here, but you are free to choose another if you find one more suitable.

You may also choose a combination of T/M/Fs to analyse but space is limited. Please remember that your

selection of T/M/F is up to you. There is no “best” T/M/F. You are assessed on your level of your understanding of your chosen T/M/F and your ability to apply it in your chosen context.

Suggested Theories/Models/Frameworks (T/M/Fs) – you may choose others.

 Consumer Decision Process

 Theory of Planned Behaviour  Elaboration Likelihood Model

 Motivation Theories

 Personality Dimensions

 Theories of Self

 Situational Influences

 Attitude formation  Cultural dimensions

1. Recommendations (~900 words)

Suggest three tactics or strategies to tackle the problem or opportunity you have outlined. It may be easier if you use the 4Ps of product marketing or the 7Ps of services marketing to guide your strategies. For example,

you might suggest a new or modified product with one recommendation, target improved distribution (place) with your second, and perhaps your third recommendation could focus on a promotion.

Make sure that these tactics or strategies specifically relate to the T/M/F you have applied in Section III and the problem you identified in Section I. You should include some evidence of your recommendations,

such as any images relating to any new goods/services you may suggest, pricing calculations, distribution

layouts or service delivery process, or creative ideas for any promotional strategies. These may be included as an appendix (not included in word limit).

1. References (not included in word limit)

Create a reference list that correctly references all of the papers and articles you used in this assignment.

1. Appendix (not included in word limit)

Include a maximum of two pages for an appendix with tables and/ or other supporting information. The appendix must be concise and should provide any additional evidence to support the assignment.

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