Reference no: EM133221156 , Length: 3000 words
Learning Outcome 1: Critically understand the connectivity between marketing and consumption, customers & customer behaviour.
Learning Outcome 2: Assess and appraise customer behaviour theories and concepts from a critical perspective.
Learning Outcome 3: Apply this critical evaluation of customer behaviour theory to the creation of strategic and responsible marketing practice.
Learning Outcome 4: Critically investigate research evidence, theories and practice to evaluate change agents predicted to significantly influence the behaviours of customers and event participants in the future.
How has consumer behaviour changed due to covid19? How is this going to impact marketing in the future?
In addressing the above question, you are advised to make the following choices:
1) Choose an industry/sector to focus on (e.g. Electric cars, Luxury hotels, Budget airlines, Chocolates, Mineral water, Taxis, Sustainable clothing etc. You do not need to choose from one of these examples. You can choose any pertinent industry/sector for your essay).
2) Choose ONE country to investigate.
3) Choose ONE theoretical framework relevant to your investigation (e.g. any of the Decision-Making Models, Theory of Planned Behaviour, Technology Acceptance Model etc. You do not need to choose one of these theory examples. You can choose any pertinent CB theory for your essay).
Once you make the above choices, you are required to carefully investigate research evidence from academic articles, news from legitimate sources, industry reports etc. to critically analyse how consumer behaviour has changed in response to covid19. To aid you in your academic narrative, you must choose a model to structure this discussion as academic models provide a framework to direct your investigation of consumer behaviour. If there are many ways in which consumer behaviour has changed, you may focus on 2-3 aspects of consumer behaviour that have changed and consequently, only focus on relevant parts of the model to structure your essay to give you a narrower focus.