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Product and consumer behaviour literature
Course:- Marketing Research
Reference No.:- EM132112886




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Assessment Description

In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, group and individual differences, culture, family and lifestyle that influence consumer behaviour and consequently consumers' purchasing decisions. Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey - a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the chosen FMCG product that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6- page summary, analysis and discussion of the key findings from your data collection. This discussion must be aligned to YOUR chosen product and consumer behaviour literature should be integrated into this discussion to support analysis.

Please note that it is essential to seek "real" and valid participants who legitimately purchased the chosen FMCG product.

You will need to use theories and concepts related to consumer behaviour discussed in weeks 5 to 8.

More specifically,

1. Set a goal
2. Design a questionnaire based on the following aspects: Perception
Attitudes Motivation
Group and individual differences Culture
Family and lifestyle
3. Select participants
4. Gather data
5. Analyse data
6. Write a 6-page summary analysis
7. Attach graphical evidence of the survey results as an appendix (not included in the 6 pages)

For those students who have limited experience in using Survey Monkey as a survey and data collection tool, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support.

Assessment Format
Your analysis should follow a professional report structure.

Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more) Purpose
Development of survey instrument Administration processes
Data Analysis Key Findings
Appendices (Survey Monkey graphical representation of results)

Attachment:- Marketing Psychology.rar

Answered:-

Verified Expert

The assignment focuses on a sample survey and analysis of customer behavior based on buying the Dove Soap in Australia. The survey is conducted with the help of Survey Money website in order to collect details from 14 candidates, who were selected to respond to the survey. The survey helps to understand the popularity of the Dove Soap compared to other soaps in the Australian Market. It suitably links the analysis of the graphs with the help of relevant theories of customer behaviors such as Expectancy Theory, the theory of Impulse buying and others.



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  1. user image
    len2112886

    Hi, I have send an assessment information-2 file. Please follow the rubrics and they need 6 pages assignment. I have also send you a link of last assignment video link and file that are required for assignment 2. Please follow all requirements mentioned in assignment 2 file

  2. user image
    len2112886

    Grammar and spelling are very good but with occasional errors Errors in grammar and spelling are rare Correct grammar and spelling throughout the analysis with no obvious errors Ideas/themes have been developed, but connections are not always obvious. There is a logical connection between your statements, adding to the readability and credibility of your analysis There is an obvious and logical connection between your statements, enhancing the structure, synthesis, credibility, and readability of your analysis The format chosen for your analysis is appropriate but some improvements would enhance its presentation Your analysis is professionally presented and has been submitted in the appropriate format Your analysis is professionally presented and exceeds expectations in what is evidently suitable for a high-grade commercial environment

  3. user image
    len2112886

    Report Format Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis Ideas/themes have not been developed Ideas/themes have been developed, but your composition lacks connections and integration. The format chosen for your analysis lacks thought and consideration for the intended audience The format chosen for your analysis is appropriate, but major improvements would enhance its presentation

  4. user image
    len2112886

    Research 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

  5. user image
    len2112886

    Criteria NN (Fail) 0 - 49 P (Pass) 50 - 64 CR (Credit) 65 - 74 DN (Distinction) 75 - 84 HD (High Distinction) 85 - 100 Questionnaire Design and Theory Application You have demonstrated little or no theoretical application relevant to consumer behaviour You have demonstrated basic theoretical application relevant to consumer behaviour You have demonstrated sufficient theoretical application relevant to consumer behaviour You have thoroughly applied relevant theories to consumer behaviour You have expertly applied and integrated all of the theories relevant to consumer behaviour Sample Survey Analysis Your analysis lacks depth, and your interpretation is not You briefly analyse some of the sample survey You sufficiently analyse most of the sample survey information You thoroughly analyse and interpret the survey information You critically analyse and interpret the survey information articulately relevant information and your gathered from the questionnaire articulately and convincingly interpretation is not always and your interpretation is well relevant structured

  6. user image
    len2112886

    Assessment Format Your analysis should follow a professional report structure. Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more) Purpose Development of survey instrument Administration processes Data Analysis Key Findings Appendices (Survey Monkey graphical representation of results) Assignment Submission This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission.



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