Structured business report with sub-headings.
This assignment aims to introduce you to the concepts of consumer behaviour. The focus of this assignment is on the broad internal individual characteristics of the consumers in the market for your selected offering.
Consumers are different and may display different inner characteristics relating to their needs, motivation, personality, perception, and learning in relation to the same product or service.
Task Components % of Available Marks
Profiling of segments including descriptions of typical and relevant links to motivation, personality, perception, learning and attitudes 50%
Layout / Formatting / Spelling / Grammar 10%
In relation to the assigned product category (below) select two brands that relate to your product category. You must then outline the broader inner characteristics of the consumers in the market for your two selected brands or selected lines within the brand category. You will then discuss, compare and contrast how the consumers of your two selected brands may differ in terms of their inner characteristics (eg. their needs or motivation, personality, perception, learning and attitudes.)
Product categories are:
Breakfast cereals (cannot compare 2 brands from the one manufacturer – must compare 2 companies)
In your assignment, you are required to apply and cover the areas of buyer behaviour theories and concepts listed below.
Needs or Motivation: Consider types of motivation, arousal or process of motivation.
What are possible types of needs/motivation associated with your two selected brands that consumers are trying to satisfy? How do consumers differ in terms of those needs? What are the different types of motivation that consumers may have?
Personality: What are the possible types of consumer personality traits that are associated with the consumption of your two selected brands?
Perception: How do consumers differ in term of selection, organisation and interpretation of the marketing stimuli that are associated with your two selected brands?
Learning: How do consumers learn about the product/service attributes of your two selected brands? What learning theories are associated with your two selected brands?
Attitudes: How are attitudes formed and how may attitudes change? Review attitude models that examine consumer attitudes in terms of product attributes or beliefs.
This report is designed to help you to recognise the variability (differences) among consumers and how different brands appeal to different consumers. In your conclusion section, you can address how marketers use the knowledge of these inner characteristics to make marketing related decisions (eg. decisions relating to product design, persuasive communication etc.)
• It is expected that you will provide at least 10 references that are a combination of journals, periodicals, newspaper and magazines, web sites and textbooks.
• You may also reference specific brand advertisements to support your arguments. This will require that you append copies of these materials to the back of your assignment. You must cite the sources for each advertisement. You must also label the advertisements very clearly. You can do this by placing each hardcopy of an advertisement into a separate appendix. In the body of your essay you will refer the reader to this Appendix (eg. “See Appendix 1.”)
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