Posted: August 9th, 2016

Critically evaluate how consumer motivation, perceptions, learning and attitude formation (including emotional drivers) could influence purchasing of your chosen product

Critically evaluate how consumer motivation, perceptions, learning and attitude formation (including emotional drivers) could influence purchasing of your chosen product. In addition to taking a broad view you will need to refine your analysis to consider a specific example. ï· Format: Business Report. ï· Word count: The word limit 2,000 words (this does not include reference list and appendices ­ no more than four pages). ï· Weighting: This assessment counts 40% towards your overall module mark. ï· Submission: via Moodle by 9am on Monday of week 6 . Assessment Criteria ï LO1: Critically evaluate alternative theory on the nature of the individual consumer. ï LO2: PART A Analyse psychological and social influences on consumer behaviour (Part A focus is on the psychological issues) ï LO2 PART B Analyse psychological and social influences on consumer behaviour. (Part B focus here is on the social influences) ï LO3: Evaluate influences of culture on consumer behaviour. ï LO4: Demonstrates the ability to synthesise and communicate information in a manner intended for its appropriate audience. ï Understanding the concepts of human behaviour concepts and their influence on consumer decision making. ï Knowledge and understanding of relevant marketing theory, models and frameworks. ï Quality of resources used. ï Coverage of all aspects of the assignment requirements. ï Level of Critical Analysis ï Overall evaluation and interpretation of data. ï The ability to consider and examine different perspectives (both academic and non academic) and how they may influence the studentâs own point of view. ï Practical application ï Conclusions ï Professional presentation: Language ï Professional presentation: Structure ï Referencing ï Engagement with the module. ï In­class presentations (Group Activity Sessions) Guidelines for CW1 The overall aim of this assignment is to assess how the (Can you please choose McDonalds) company employs its marketing strategy to influence customer purchasing behaviour (probably to encourage them to buy). Where appropriate, include annotated examples of adverts, photos, pictures to illustrate points. Introduction â overview the company, its product portfolio and target market, explain what the assignment is about Psychology of buying behaviour ­ Brief explanation to demonstrate understanding ­ Importance of understanding buying behaviour Motivation ­ Define ­ How does your company motivate customers? o Role of promotions (e.g. to set needs) ­ Link to theories of motivation o Apply these to your company Perception ­ Define ­ How is your company perceived / want to be perceived? o EG as a luxury product ­ How does the company appeal to our senses? o EG through colours, shop design, logs, packaging, other marketing techniques ï§ EG black + gold = luxury Learning and attitudes ­ Define ­ How does your company encourage trial to encourage learning? ­ Does your company use social media/ marketing tools to give information about the product? Personality ­ Define ­ What type of personality is buying your product? o How does the company encourage this (e.g. innovation if customers have âhigh mindednessâ) ­ What is the brand personality? Justified Recommendations for change ­ This means giving reasons for your ideas for change