Critically discuss the consumer decision making process

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Reference no: EM131500634

Consumer Behaviour Assignment

This assignment will assess the following learning outcomes:

1. Demonstrate knowledge and understanding of the key concepts of buyer behaviour and lifestyle analysis;

2. Apply relevant theories and concepts to a business scenario.

ASSIGNMENT BRIEFING -

There are two tasks for the assessment in this module: a group presentation and an individual essay. Both are linked to the same product area.

Task 1: Group Work: Formal Presentation

Assume that you are the manager of the new product development department of one of the electronic companies in Oman that manufacture and distribute various kinds of personal electronic products. You are assigned to launch a new product that will be distributed in all regions of the Sultanate.

More specifically, your presentation covers the following:

  • Determine your target consumers and conduct an analysis using secondary sources of Information on their geo-demographic data, lifestyles, and socio-cultural beliefs.
  • Using primary consumer research, determine and analyse the attitudes and behaviour of your target consumers.
  • Give a summary of how you communicate you product and motivate your target consumers to buy.
  • Present your findings and recommendations by means of a formal presentation to the "management team" (tutors and other students).
  • Make sure that you acknowledge your sources (references) for any facts and figures that you used.
  • The group presentation will not take more than 20 minutes, followed by 5 minutes of questioning by the management lean. Each student must present at least one slide.
  • Number of slides: 12-15 slides (excluding references).

TASK 2: individual Assignment

Using the product that you investigated in the group assessment (task 1), answer individually the following.

Critically discuss the consumer decision making process. Provide a chart or diagram to support your discussion. Analyse how your consumers go through the process of decision making in purchasing your product.

  • This assignment must be your own work, not a group answer.
  • You may draw upon the comments and analysis provided in the group presentation to underpin some aspects of your answer. However, please note that you must supplement this material (and lecture material) with your own independent research and readings around the subject.
  • Your analysis will be presented in the form of a fully referenced academic essay, using Harvard referencing.
  • You will need a minimum of 5 references, and each one should be from a different source/author. Your source information could include a mixture of books, academic journals, databases, market reports and other credible academic sources. Quality newspapers may also be used, but please note that an essay comprising mainly of newspaper sources (i.e. popular journalism) will not be acceptable as an academic essay in the context of this assignment.
  • Format: Arial, font 12, and 1.5 space.
  • Word Limit: 1000 words.

Verified Expert

Part one was about a Presentation = A new product launch in the Oman Kingdom the Part two was about a report = The report was about how customers react while they desire to purchase a product. The steps involved in the process of finalizing the product purchase were to be discussed in an in-depth manner.

Reference no: EM131500634

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Reviews

inf1500634

6/12/2017 5:48:00 AM

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inf1500634

6/12/2017 5:46:25 AM

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len1500634

5/18/2017 7:01:13 AM

You should hand in one copy of your assignment by the time and date above to the appropriate 'hand-in location' at Gulf College. Fill in the front cover (staple together with your assignment). MAKE SURE that you fill in all the relevant details on this form. An acknowledgement will be given to you upon receiving your assignment. This is your receipt, keep it. You can submit work by post, but you must send it recorded delivery, it must be postmarked two days before the deadline date and a copy must be kept by you in case it is lost in the post. Faxed assignments will not be accepted. Assignments must be submitted by the due date. The only circumstance in which assignments can be submitted late is if an extenuating circumstances form is submitted at the same time. In these circumstances work may be submitted up to five working days late only. If the extenuating circumstances are upheld, the assignment will be graded; otherwise a 0 will be awarded.

len1500634

5/18/2017 7:01:07 AM

In order to achieve a grade, as well as satisfying all of the outlined criteria for a 'pass', the student must demonstrate a detailed understanding and application of the key concepts of buyer behavior and lifestyle analysis. The submission will be well organised and contain all relevant data. It will show evidence of appropriate investigation including research from a range of academic literature and other secondary sources of information. There will be evidence of wider reading through appropriate supporting references. Style and Format - Write down the exact number of words at the end of your essay. You may include diagrams, figures, appendices etc. without word penalty. A sliding scale of penalties for excess length will be imposed. The first page must be designed as a cover page name, student ID and batch. Computer format is compulsory. Make sure you use a consistent format for your essay (font, font size, margins etc.).

len1500634

5/18/2017 7:01:01 AM

Referencing Style for the Assessment In the text of your assignment if you quote directly from an article, journal or book this should appear in quotation marks ("..."). The source should then be acknowledged by stating the authors last name and date in brackets at the end of the quotation, e.g. (Rushmore & de Roos, 2002). If you paraphrase or reword from a journal, article or book the source should either be acknowledged within the sentence, e.g. According to Kasavana & Brooks (2001), revenue management is or at the end of the sentence before the full stop, e.g. (Kasavana & Brooks, 2001). At the end of the assignment all references should be listed on a separate page headed REFERENCES. Make sure that all references are complete; and that all references mentioned in the text are given in the list of references and vice versa. Any items not cited should be listed separately under BIBLIOGRAPHY or FURTHER READING using the Harvard referencing style.

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