Consumer Behaviour
Read the following carefully:
The aim of this project is to identify the buying behaviour of a product?s target market. There are two parts to the project:
? Assignment 1 involves conducting an in-depth interview and analysing the answers and comparing them to the evidence in the literature. You will be applying concepts from Topics 1 to 4.
? Assignment 2 involves using the information gained from Assignment 1 and the concepts from Topics 1 to 9 to analyse the internal and external influences on a consumer?s decision making process and the implications to marketing.
You should focus on a specific product and specific buying situation. Choose these carefully ? again to afford you scope to really demonstrate your knowledge and application of unit concepts.
Other points to note:
? The assignments are in report format. Report format means using an executive summary, introduction, conclusion and referencing which, in this case, will be outside the word count.
? Because of the nature of these assignments, it is difficult to be prescriptive about the number of references required.
? Failure to reference appropriately will result in loss of marks.
? The marking guides for both assignments will be posted onto MySCU.
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