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Discuss how two different trends in marketing can influence consumer behaviour? Illustrate your answer using theory and recent examples. One of the trends must include sustainable marketing.

This paper deals with the main theme of influence of the consumer behaviour in which you have to include the following elements in detail:

  • key theories and concepts of consumer behaviour
  • Decision making, involvement, Needs & risk
  • Learning, Memory & Sensory processes
  • Attitudes & Motivation
  • Group Influences
  • Cultural Influences

Instructions 

Essay Guide:

 1500 words NO +/- words

Question:

Discuss how two different trends in marketing can influence consumer behaviour? Illustrate your answer using theory and recent examples.  One of the trends must include sustainable marketing.  The second trend can be chosen from the following:

  • Experiential Marketing
  • Global Marketing
  • Hospitality Marketing
  • Luxury Marketing

You must evidence that you have used a range of different material including;

  • Academic text books
  • Topic specific journal articles
  • Industry reports
  • News articles

Word Limit1,500 words excluding footnotes and reference list.

YOU WILL NEED TO ATTACH ALL DOIs/LINKS OF JOURNAL ARTICLES THAT YOU USE IN THE REFERENCE LIST. THE ABSENCE OF THESE WILL RESULT IN THE LOSS OF 10 MARKS.

Please Make sure you include the theories with referencing- highlighted in red below

  • Consumer Behaviour elements should include key theories and concepts
  • Select a few that are best suited to your topic.  Make sure you can link them.
  • They include the following:
    • Decision making, involvement, Needs & risk
    • Learning, Memory & Sensory processes
    • Attitudes & Motivation
    • Group Influences
    • Cultural Influences
  • Introduction - 10% of marks (suggested word count 100wds)
    • Write a general introduction that introduces both trends
    • Main Body
      • Sustainability – 30% of marks- (recommended word count- 700) [LO2]
      • Trend – 20% of marks (600 words)
      • Refer to consumer research articles – 20% of marks
      • Conclusion -10% of marks (suggested word count 10)
        • Write a general conclusion for both trends
      • Presentation -10% of marks

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