Reference no: EM133817534

Consumer Behaviour and Marketing Psychology

Assessment - Sample Data Analysis

Task
You are required to participate in a group activity and present a pitch. The work you complete in this assessment will be the basis for your final assessment.

Assessment Description
In this group in-class assessment, students will be given an opportunity to demonstrate further their understanding and ability to interpret the broader determinants of consumer behaviour and evaluate different frames of reference. In addition, students will practice using data to assess key determinants shaping consumer behaviour, such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making. Get Homework Help Now!

Assessment Instructions
During week 8, your workshop facilitator will form the class into groups of five to six members (depending on the class size). Your attendance is mandatory to get acquainted with your group members.

During week 9, you and your group are required to participate in a 90-minute in-class activity in which you will be given a sample survey data handout. Based on the information presented in the handout, you and your group must collaboratively prepare a 6-minute pitch:
summarising survey sample key data (i.e., a shorter yet concise version of the results presented verbally).
analysing 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 about consumers' perceptions, attitudes, motivation, cultural and individual factors, and why?). Please incorporate theories and concepts of consumer behaviour discussed in weeks 1 and 8 into your analysis.

In preparing for the group's pitch, please utilise PowerPoint slides as a visual aid during the pitch. You must also presume that your audience (i.e., classmates and workshop facilitator) are executive marketing board members seeking new insights into their consumers' behaviours.