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MKT301 Consumer Behaviour
Question:
Task
Individually, you are required to prepare a reflective analysis based on your observation and its links with consumer behaviour theories covered in weeks 1 to 4. Refection requires you to observe, describe and make meaning of experiences closely.
Assessment Description
In this individual assessment, students will be given an opportunity to explore the complexities of consumer behaviour by observing and reflecting on situational and psychological factors influencing consumer decisions to purchase a product. This will enable students to demonstrate a broad knowledge of current issues in buyer/consumer behaviour.
Assessment Instructions
Individually, as an observer, you are required to attend two shopping trips with a family member or a friend.
During the first trip, you are required to observe how your family member or friend buys ‘convenience’ products: these are inexpensive products and usually require a minimum amount of effort on the part of the consumer to select and purchase it.
Whereas during the second trip, you are required to observe how your family member a friend buys ‘shopping’ products: these are products that are usually more expensive and are purchased occasionally, and consumers are more likely to compare several options to assess quality, cost, and features before making a purchase.
Please include at least two photos of both shopping trips in the appendices section to validate your observation. Please note that if no photos are supplied, your submission will be graded as zero.
Assessment Information
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Based on your observation from both of the above shopping trips, you are required to write a reflective analysis in which you must consider theories and concepts related to consumer behaviour discussed in weeks 1 to 4. More specifically, you must reflect on the following aspects:
- Provide a concise overview of the shopping trips and products purchased by your family member or a friend.
- Identify, reflect and compare motivational factors for the purchase of both shopping trips.
- Identify, reflect and compare the type of involvement and resources that consumers typically use to buy these products;
- Identify, reflect and compare exposure, perception and stimuli elements that influenced your family member or a friend to buy these products.
Assessment Submission
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MKT301 Consumer Behaviour
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