Identifying underlying motivations for consumer behaviour

Assignment Help Marketing Management

Reference no: EM131658513 , Length: word count:2800

Consumer Behaviour Assignment - Understanding Buyer Behaviour

Understanding human needs and identifying the underlying motivations for consumer buying behaviour is of particular interest to marketing managers when developing marketing programmes. Discuss this statement.

This is an individual written assignment. It should include the following information:

At least two comprehensive definitions of customer motivation that may be useful to marketing managers.
Critically analyse Maslow's hierarchy of needs as a model used by marketers as a tool used in gaining a better understanding of customer needs, wants and motivations.
Using one detailed example as a case study, illustrate how an organisation has developed a promotional campaign for their products/services through applying Maslow's theory.
Draw three conclusions and three recommendations based on your analysis.

Instructions:

This individual assignment must be typed with Times New Roman, font 12, 1.5 spacing. Word count approximately 2,800 (+/-10%).

An executive summary, table of contents, introduction, and main body of answer, conclusions, recommendations and reference list must be included. The executive summary, table of contents and the reference list are not included in the word count.

This is an academic assignment therefore appropriate theories, concepts and models must be applied to maximize your grade. Students are encouraged to showcase their knowledge of marketing and consumer behaviour using appropriate language and ideas. A critical style of writing is absolutely essential. There are no marks allocated for descriptive writing.

Reference no: EM131658513

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Reviews

len1658513

9/26/2017 3:27:00 AM

Student Instructions: This individual assignment must be typed with Times New Roman, font 12, 1.5 spacing. Word count approximately 2,800 (+/-10%). Assignments must include the CCT covering page with your student name, student number, date, module name and tutor’s name. An executive summary, table of contents, introduction, and main body of answer, conclusions, recommendations and reference list must be included. The executive summary, table of contents and the reference list are not included in the word count. This is an academic assignment therefore appropriate theories, concepts and models must be applied to maximize your grade. Students are encouraged to showcase their knowledge of marketing and consumer behaviour using appropriate language and ideas. A critical style of writing is absolutely essential. There are no marks allocated for descriptive writing.

len1658513

9/26/2017 3:26:50 AM

This paper must be referenced correctly using the Harvard system of referencing. The reference must include a minimum of 10 references with a mix of books, journal articles and web sites. It must be in alphabetical order. Please do not use Wikipedia as a source of reference. You do not need to reference your class notes. Please check spelling, punctuation and grammar before submission. Your assignment must be proof and edited thoroughly read prior to submission.

len1658513

9/26/2017 3:26:44 AM

Comprehensive acquisition of knowledge. Accurate, relevant and assignment – display clear understanding of the topic area. Introduction - Argument, interpretation and analysis – ability to discuss ideas, justify comments and apply theory. Motivation critique, Adverts analysed, Conclusions Recommendations and Quality of writing, logical flow and presentation and Reference list - In-text referencing (Harvard style).

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