Consumer Behaviour and Insight
Assessment Brief 2019/2020 Academic Year
This is the Assessment Brief for Consumer Behaviour and Insight. Please refer to this document for further information regarding the delivery of the module, learning
outcomes, assessment tasks and submission dates.
Course HND Business Academic Year 2019-2020 Unit Number & Unit Title Unit 37: Consumer Behaviour and Insight Assignment Author Assessors Assignment Title Consumer Behaviour and Insight Date issued.
Formative Submission Deadline Summative Submission Deadline Group Deadline Group Deadline BA8
ASSIGNMENT BRIEF AND GUIDANCE
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 decision-making 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.
Discussion Forum Activity
Watch the following video: https://www.ted.com/talks/reed_hastings_how_netflix_changed_entertainment_and_where_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 AT-RISK 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
The current Assignment Brief covers the following Learning Outcomes Grading Criteria Learning Outcomes Pass Merit Distinction Task No. Evidence
LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision making process P1 Explain and analyse the stages of the consumer decision making journey for a given
P2 Explain why it is important for marketers to map a path to purchase and M1 Evaluate how marketers are responding to the decision-making process, applying relevant concepts and models.
LO1, 2 & 3 D1 Critically evaluate the application of appropriate theories, concepts and models that
influence and impact upon the decision making process, supported
1 Report with cover page, table of contents, adequate sections on each topic, reference list and appendices (if necessary) understand consumer decision-making. by specific examples and contexts.
LO2 Evaluate appropriate forms of research to understand influences on the decisionmaking process
(B2C and B2B)
P3 Compare and contrast the key differences of the decision-making process in the context of B2C and B2B, providing specific examples.
P4 Evaluate the different approaches to market research and methods of research used for understanding the decision- making process in both B2C and B2B contexts. M2 Provide a coherent and justified evaluation of how different factors influence decision-making and buying behaviour, supported by specific examples.
1 Report with cover page, table of contents, adequate sections on each topic, reference list and appendices (if necessary)
LO3 Evaluate how marketers influence the different stages of the decision- making process (B2C and B2B) P5 Evaluate how marketers can influence the different stages of the decision- making process of B2C and B2B, giving specific examples.
M3 Critically evaluate how marketers influence each stage of the decision making process with
reference to relevant methods and models applied.
Report with cover page, table of contents, adequate sections on each topic, reference list and appendices (if necessary) Student submission and declaration The following declaration will be inserted in the Turnitin link for both formative and summative submissions: ‘I certify that by submitting the work for this assessment on Moodle (and via Turnitin) it is my own work and all research sources are fully acknowledged using the Harvard system of references. I certify that there are no personal or mitigating circumstances that have affected my work.’ By submitting such document, you acknowledge that your work is your own, and abides by the DGHE code of conduct, and Pearson regulations. Please note that in case of academic malpractice DGHE reserves the right to decline to accept the work for assessment purposes, and/or conduct an investigation, which might result in an oral presentation, oral or written exam, or any other appropriate form of examination. Further information can be found in the academic integrity and misconduct policy, the assessment policy, and the student handbook.