Analyse post-purchase behaviour and satisfaction

Reference no: EM132195575

Assessment Description

In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour. First, you are required to pick a product that falls into the category of fast-moving consumer goods (FMCG). You will be then required to create a 7-minute video, in which you must discuss and critically analyse your recent purchase of the chosen FMCG product based on the 5-step Consumer Decision Making Process.

The FMCG for this would be coca cola

Your task is to record a narration of each of the steps of the Consumer Decision Making Process on video and provide the viewer with an in-depth critical analysis of how you have moved through each of the steps. In your analysis, you will need to explain and demonstrate the steps along with your identification of any possible issues that occurred during this process. The findings presented in the video must be based on primary research and can be reinforced by analysis of relevant secondary data. Readings from Weeks 1-5 must also support your observations.

Your recording must incorporate theories and concepts related to consumer behaviour discussed in the topics from weeks 1 to 5. More specifically:

1. Identify and analyse the need and want that led to the purchase of the FMCG product.

2. Examine internal and external sources of information.

3. Evaluate alternatives and narrow down the attributes of the FMCG product that satisfy the need or want.

4. Analyse available purchase methods.

5. Analyse post-purchase behaviour and satisfaction.

Reference no: EM132195575

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Reviews

len2195575

12/16/2018 10:35:02 PM

Format /20 marks A better selection of illustrative devices would enhance your presentation Your presentation includes some illustrative devices Your presentation includes mostly useful illustrative devices Your presentation includes a wide selection of useful illustrative devices Your presentation style lacks life and vitality, resulting in audience disengagement Your presentation style initially captures the audience’s attention, fluctuating throughout Your presentation style is interesting Your presentation style is expressive and interesting Your presentation is dull and irrelevant Your presentation is adequately presented Your presentation is delivered well Your presentation is professional Total marks /100 Your voice tone and projection are poor, showing little or no rehearsal time Your voice tone and projection is either too high, too low and/or struggles to hold the audience’s attention Your voice tone and projection holds the audience’s attention most of the time Your voice tone and projection highlight key points and hold the audience’s attention

len2195575

12/16/2018 10:34:52 PM

Critical Analysis /30 marks Your analysis lacks depth, and your interpretation is not relevant You analyse basic market specific information, and your interpretation is not always relevant You sufficiently analyse and interpret market specific information You thoroughly analyse and interpret market specific information You critically analyse and expertly interpret accurate and specific market information Research /20 marks Your research lacks focus because of an unsuitable choice of sources You have selected basic primary and/or secondary sources Your research is focused, drawn from a reasonable selection of primary and secondary sources Your research is focused, complemented by a quality selection and range of primary and secondary sources Your research is extensive and focused, complemented by a quality selection and large range of primary and secondary sources

len2195575

12/16/2018 10:34:46 PM

just need a script for this as it is a video presentation.... The FMCG for this would be coca cola. Students are encouraged to submit their work well in advance of the deadline to avoid any possible technical difficulties. Please refer to the video FAQs document for further guidance. Marking Criteria NN (Fail) 0 – 49% P (Pass) 50 – 64% CR (Credit) 65 – 74% DN (Distinction) 75 – 84% HD (High Distinction) 85 -100% Knowledge and Application /30 marks Your analysis identifies and applies minimal or none of the relevant consumer behaviour theories and concepts Your analysis identifies and applies some relevant consumer behaviour theories and concepts Your analysis sufficiently identifies and applies relevant consumer behaviour theories and concepts Your analysis significantly identifies and applies relevant consumer behaviour theories and concepts You analysis comprehensively identifies and applies relevant consumer behaviour theories and concepts

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