Reference no: EM133516318 , Length: 4 pages
Consumer Behaviour and Marketing Psychology
Assessment - Sample Survey
case study analysis
Product - Mango Bar
Your task
Individually, you must prepare a four-page written analysis based on the assessment instructions below.
Assessment Description
In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to explain consumer behaviour determinants by analysing the role of perception, attitude, motivation, group and individual differences, culture, and family in consumer behaviour. Students will also demonstrate their ability to research and report contemporary consumer behaviour, such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making.
Assessment Instructions
Presume that you are working as a consumer behaviour consultant at the company that makes/produces your chosen product or service from the first assessment. During one of the recent meetings, the company asked you to analyse a recent survey sample completed by consumers who recently purchased their product or service. Your workshop facilitator will distribute the survey sample to you at the end of week 5.
Based on the survey sample, you are required to prepare:
- a one-page summary of survey sample results (i.e., a shorter yet concise version of the results presented in writing).
- a two-page analysis of the sample survey's key findings (i.e., what does this survey's gathered data mean? How does this survey investigate consumers' perceptions, attitudes, motivations, and cultural and individual factors? Which consumer behaviour theories and concepts may have been used in each question to inquire into consumers' perception, attitudes, motivation, cultural and individual factors and why?).
- a one-page statement in which you are to outline current consumer behaviour trends that the company should consider and justify why these trends are of particular concern from a marketing perspective.
Examining relevant primary and secondary data must reinforce the written analysis findings. You must also incorporate theories and concepts of consumer behaviour discussed in weeks 1 and 7 into your analysis.
Harvard Referencing Style
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