Unit title & code MAR022-1 Consumer Behaviour
Assignment number and title 1
Assessment type Portfolio
Weighting of assessment 40%
Size or length of assessment 1500 (+/- 10%)
Unit learning outcomes:1.Critically understand key concepts, theories, frameworks and strategies of consumer behaviour in light of vastly different political, cultural, legal, and economic environments in both emerging and developed economies.
MAR022-1 Consumer Behaviour Assignment-Bedfordshire University UK.
2.Develop effective communication, critical thinking, and analytical skills developed through examining theories of consumer behaviour and attitude formation and change.
What am I required to do in this assignment?
This is an Individual assessment. You will be required to research and critically evaluate a range of topics related to Consumer behaviour.
The following three tasks that will contribute to this assessment; each task should be answered in 500 words.
Task 1: Analysis of Consumer Behavior
Write a 500-word critical analysis on how social media influence consumer purchase decisions and how marketers can make use of social media groups.
Justify your arguments with specific examples of a brand/product/service.
Task 2: Psychological Antecedents of Consumer Behaviour
Write a 500-word critical analysis on hedonic consumption: its meaning, antecedents, outcomes and downsides. Support your arguments with examples of hedonic consumption behaviour.
Task 3: Sociological Issues in Consumer Behaviour
Write a 500-word critical analysis on the following.
Apply Hofstede’s national cultural dimensions (pick any two dimensions) to analyse the consumption behaviour of consumers in one of the following countries:
MAR022-1 Consumer Behaviour Assignment-Bedfordshire University UK.
Use product/service consumption examples to show the impact of these national cultural dimensions on the behaviour of consumers in the
country chosen. To examine country scores, you can consult the country comparison tool at the Geert Hofstede site.
What do I need to do to pass? (Threshold Expectations from UIF)
In order to pass this assessment you will need to:
- Critically evaluate the three assigned topics related to consumer behaviour using relevant consumer behaviour concepts, theories, and frameworks.
- Identify and critically evaluate the different types of research methodologies to study consumer behaviour.
- Demonstrate an appropriate level of knowledge and understanding of the theoretical, managerial and practical implications of consumer behaviour.
How do I produce high quality work that merits a good grade?
We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.
MAR022-1 Consumer Behaviour Assignment-Bedfordshire University UK.
How does assignment relate to what we are doing in scheduled sessions?
You will be required to present a written individual report (portfolio) in which you will analyse and reflect upon consumer behaviour activities, concepts, models, frameworks, cases, and theories.
The portfolio will be a product of three tasks; which will be discussed in the seminar.
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