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Unit 37: Consumer Behaviour and Insight

Unit 37: Consumer Behaviour and Insight

Assignment Title Consumer Behaviour and Insight

Purpose of this assessment

The assessment is designed to test students’ knowledge and understanding of the consumer’s decision-making processes, from needs recognition through research, the evaluation of alternatives, purchase and post-purchase evaluation. Is expected that students will be able to explore the underpinning theories and frameworks, and to relate these to real-world examples. An important part of marketing is to understand the processes behind how a consumer decides to purchase a product and service.

Scenario 1

You have been appointed as the new marketing associate for a company of your choice. The marketing manager is in the process of compiling an annual marketing report for the London strategic business unit and needs you to provide an informative overview of the trends in consumer behaviour for your target market in the consumer sector.

Task 1

The report will have to be based on one chosen organisation only. The organisation should trade in both B2C and B2B sectors.

The report must have three sections:

Section 1: Map of ‘Path to Purchase’ of the product/service

1. Evaluate (with a rationale of the selected product/service) the five different stages of the consumer’s decision-making process and analyse the factors that influence that process. Use a B2C context.

2. Evaluate the black box model of consumer behaviour. Explain how it influences marketing decisions.

3. Map out the consumer’s decision-making process for one product or service. Use B2C context for a chosen organisation.

Section 2: Research and Data in Consumer Behaviour

4. Compare the similarities and differences of the decision-making process (purchase decision-making) of B2C and B2B, with reference to the chosen organisation.

5. Evaluate the different market research methods that could be applied to a B2C and a B2B context. Use examples relevant to a chosen organisation.

6. Justify how market research can influence the stages of customer/consumer’s decisionmaking process, supported by examples. You can use both B2C and B2B contexts. Use relevant to a chosen organisation examples.

Section 3: Influence on the decision-making process

7. Evaluate a minimum of 2 factors that influence the decision-making process (you must include two of the following: personality, motivation, learning and perception, cultures and sub-cultures, using the appropriate theoretical models). Illustrate your evaluation using specific examples of promotional activities of your chosen company. This provides evidence for ALL LEARNING OUTCOMES Word count: 2000-2500 words. Students will not be penalised for exceeding this count.

Submission Format

Task 1: BUSINESS REPORT This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs, subsections and illustrations as appropriate and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 2,000–2,500 words, although you will not be penalised for exceeding the total word limit.

Formative assignment

Discussion Forum Activity Watch the following video: https://www.ted.com/talks/reed_hastings_how_netflix_changed_entertainment_and_wh ere_it_s_headed/transcript During week five you will be asked to see the following video before coming to class. Then, as a group you are expected to conduct independent research and present a 500- word essay-type answer to the following questions:

1. What aspects of Netflix organisational culture strike you as unique?

2. Why is Netflix able to produce good quality entertainment that generate high viewership (e.g. Orange is the New Black)? How do they collect and utilise data to understand consumer behaviour?

3. Illustrate with examples how new technologies influence consumer behaviour, with specific reference to Netflix organic development from a small DVD rental company to a global streaming, content creating, and entertainment organisation. How do they differ from their main competitors? You will be given a total of 2 hours to answer the questions as a group, followed by a class discussion with your peers. After the class, you will need to submit your work in an online discussion forum where your lecturer give you feedback. Please note that non-submission of formative work will lead to a classification of an ATRISK student, which might jeopardise the submission of summative work and subsequent progression of your studies. Word count: 500 words maximum per post This formative task is designed to test understanding of LO1 and introduce students to concepts that related to LO2

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