the student to understand different consumer behaviour theories based on his/her own experience in buying a product.
Task
This is an individual written piece of coursework exploring conceptual issues in the context of current marketing practice (40%). Guide length, 1500 words total
You will produce an essay that engages critically with related consumer behaviour theories as you discuss and reflect upon your own behaviour and decision –making
processes.
The essay will cover the learning outcomes: 1, 2
LEARNING OUTCOMES
On successful completion of this module a student will be able to:
1. Identify and understand concepts, which facilitate understanding of buyer behaviour in practical situations.
2. Think critically about the believability, reasonableness and practical utility of established models and theories of buyer behaviour, especially in the light of
neuroscience
Weighting is 40%.
General Information
1) Let’s assume that this coming summer you are planning to spend a month touring Europe and are, therefore, in need of a good digital camera.
a. Develop a list of product attributes that you will use as the purchase criteria in evaluating various camera alternatives.
b. Distinguish the differences that would occur in your decision process if you were to use compensatory versus non-compensatory decision rules.
c. Please answer the questions based on individual decision-making theories.
2) Based on models of motivation process please discuss;
a. How might a drive develop for buying a new digital camera?
b. What is the balance between utilitarianism and hedonism in digital camera purchasing?
3) Important note: The word count might be tight so you can offer supplementary material about your buying process and also your personal journal in an appendix.
4) Your reference volume must be at least 15 high quality sources. Unreliable Internet sources such as Wikipedia will not be accepted.
5) Your assignment is to be submitted using double spacing, Ariel font size 10, 11, with page numbers in the below right hand corner.
6) Use headings to separate sections for easier reading and structuring your arguments.
7) Do not rely on long quotations to make your point, but use quoted texts to defend or highlight your own points, argued in your own words. Quotations are meant to
support your ideas, not provide the direction of your essay. Quoted material should not stand alone, but be incorporated into the text.
8) Do not use any quoted material in the conclusion. In this section you draw together key ideas of your essay without the use of new information.
9) After the learning outcomes have been assessed, a final mark is given which takes into account spelling, grammar and word use.