Assessment 1: Group Assignment
Please refer to the Consumer Behaviour Audit (Table 1.1) on pages 14 to 16 of your text book. The group needs to do a consumer behaviour audit for a specific product or service, covering the following aspects:
Internal Influences on Consumers
External Influences on Consumers
Market segmentation
Product Positioning
Pricing
Distribution
Promotion.
Assessment 2: Individual Assessment
The Consumer Journal Report requires you to analyse the internal and external factors influencing the consumer decisionmaking process for a major purchase - e.g. a car or a holiday. Your analysis MUST be based on reality, that is, you are required to research this topic with someone who has recently made such a decision. The assignment should be in report format. Your analysis will integrate a number of elements covered in Lectures 7-10. It is important to be analytical and NOT descriptive, demonstrating an understanding of which theories were at play in this purchase situation.
Prescribed Textbook (compulsory) - Quester, P. (2011) Consumer Behaviour: Implications for Marketing Strategy, 6/e Enhanced McGrawHill.
I want you to do only Assessment 2 (1500 words), please provide proper references and intext citations.