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.

 Format: The assignment is to be presented in a format of a Business Report.

Assessment Criteria
 LO1: Critically evaluate alternative theory on the nature of the individual consumer.
 LO2: PART A Analyse psychological and social influences on consumer behaviour (Part A focus is on the
psychological issues)
 LO2 PART B Analyse psychological and social influences on consumer behaviour. (Part B focus here is on
the social influences)
 LO3: Evaluate influences of culture on consumer behaviour.
 LO4: Demonstrates the ability to synthesise and communicate information in a manner intended for its
appropriate audience.
 Understanding the concepts of human behaviour concepts and their influence on consumer decision
making.
 Knowledge and understanding of relevant marketing theory, models and frameworks.
 Quality of resources used.
 Coverage of all aspects of the assignment requirements.
 Level of Critical Analysis
 Overall evaluation and interpretation of data.
 The ability to consider and examine different perspectives (both academic and non academic) and how
they may influence the student’s own point of view.
 Practical application
 Conclusions
 Professional presentation: Language
 Professional presentation: Structure
 Referencing
 Engagement with the module.
 In-class presentations (Group Activity Sessions)

The report must include:
A. Title Page
B. An executive summary (not included in the word count). No more than one page.
C. Table of Contents: A listing of the major parts of your report and the appropriate page numbers.
D. Introduction: A brief synopsis of the report, usually one or two paragraphs in length.
E. Body of Report: A description of the work assignment. Illustrations, graphs, charts and sketches are properly part of the report and may be placed throughout the text or included in an appendix and referenced. Application of knowledge gained throughout this module should be emphasised.
F. Conclusion & Recommendations
G. References
H. Appendices

A full reference list in the Harvard format is required.
All sources of information to support your report must be cited within the main body of text. (The reference list is not included in the word count.) It is expected that you will conduct extensive secondary research to develop your report.

The overall aim of this assignment is to assess how the company employs its marketing strategy to influence customer purchasing behaviour (probably to encourage them to buy).

Introduction – overview the company, its product portfolio and target market, explain what hte assignment is about

Brief overview of the marketing environment of the company
– Brief internal and external marketing environment analysis
– Brief SWOT

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 (eg to set needs) – Link to theories of motivation
o Applythesetoyourcompany 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  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 “high mindedness”)
– What is the brand personality?

Recommendations for change