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Principles Of Consumer Behaviour

Assessment  – Individual Assignment

For the purposes of this assignment, you are to assume the role of an executive working within  the  Marketing  Department  of  a  company  that  is  operating  within  the  Asian education  industry. You  have  been  tasked  by  the  Managing  Director  of the  chosen company to prepare a Consumer Behaviour Report that addresses the following areas:

. Target Market Description

. Target Market Decision-Making Process

. Two Social Influences on Buying Behaviour

. Two Psychological Influences on Buying Behaviour

. Two Personal Influences on Buying Behaviour

. Four Marketing Strategy Recommendations

This individual assignment is a combination of theory and practical application of key concepts  relating to the  module  on  Consumer  Behaviour.  The  required  report  must provide evidence of wider research and  be adequately  presented,  investigated,  and argued  in  a  logical  and  coherent  manner.  Appropriate  conclusions  made  must  be explained, justified and appropriately referenced as is expected of a report at this level of study. The report further requires a MINIMUM of 10 different sources of information (most assignments achieving the top two grade levels available include 10 references). You must use the APA Referencing system to acknowledge your sources of information (both in-text, and as a reference list at the end). Further information on the structure and other details of the assignment will be shared by the lecturer during the conduct of the sessions.

Note: if you are unsure about writing an essay, or how to reference, ensure that you attend one of the presentations given by the Kaplan Singapore Writing Lab. Also, you may wish to have the written quality of your assignment reviewed prior to submission by a senior academic, which you may book via your LMS. Both services are free and confidential.