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Subject Code : MKTG-283
Country : India
Assignment Task:

Task:

ASSIGNMENT OVERVIEW

The Assignment is to conduct Secondary Research to discover more about your own consumer behaviour and defend those behaviours through authoritative, researched evidence. It is intended to be a thought-provoking personal reflection assignment that also requires the student to conduct research on why this might be the case. A short presentation will be held (via YouTube video) to present the findings of the research. The Assignment achieves several outcomes:

  •  Understand why consumer behaviour is important to marketers and marketing researchers;
  •  Understand both internal and external influences on consumer behaviour, internal influences include perception, comprehension, memory, cognitive learning, motivation and emotions, personality, lifestyles, self-concept, and attitudes. External influences include cultures, groups, and social media;
  •  Understand how and why (why not) consumers have adopted sustainable consumer behaviour whenfaced with environmental and social challenges;
  •  Apply sustainability knowledge to the study of consumer behaviour; and
  •  Analyze how much consumer behaviour has (or has not) changed when faced with such issues as climate change, natural resource depletion, environment deterioration, and corporate scandals, etc. \

ASSIGNMENT DETAILS

The Assignment is to conduct Secondary Research to discover more about your own consumer behaviour and defend those behaviours through authoritative, researched evidence. It is intended to be a thought-provoking personal reflection assignment that also requires the student to conduct research on why this might be the case. A short presentation will be held (via YouTube video) to present the findings of the research. The details within are required to be researched and evidence with meaningful and relevant sources. This is especially important within this assignment. A note has been placed in the below sections for most important areas for required evidence however research is welcome in all sections. You should have a minimum of ten (10) references within your report. All referenced sources must include in-text APA citations. All of these references should be in APA format. If they are not in APA format, you will be deducted accordingly. Again, these ten (10) references within your report should be from authoritative secondary research sources. Below are the sections and minimum details required as part of the Assignment:

INTRODUCTION AND CONSUMER BEHAVIOUR CHOICE (10 marks)

Introduce the research by sharing some personal reflection insight about your own consumer behaviours. Select one (1) consumer behaviour that you would like to understand in a more in-depth fashion, explain that specific consumer behaviour and its importance in your consumer choices. Examples of Gilles’ consumer behaviours he may study about himself:

  •  Focus on Local Purchasing
  •  Intentional Consumerism as a Lifestyle
  •  Differentiation through ‘Unique’ Purchases

 Environmentally Conscious Consumerism These are (of course) for Gilles and based on his preferences, background experiences and value systems. These consumer behaviours however have been research by many, many differing authoritative sources as Gilles belongs to many different market segments, as do all people. The research is not primary (about Gilles) but includes indepth understanding of researchers who have done research on the market segment to which Gilles belongs. The following section will be your research on your own consumer behaviour based on the chosen behaviour and the market segments to which you belong: 3

SUPPORTIVE SECONDARY RESEARCH / EVIDENCE (30 Marks)

Based on your chosen consumer behaviour you are going to conduct secondary research to inform / evidence your personal reflection of your consumer behaviour. This secondary research may come from a variety of sources but all the sources should be authoritative in nature. An authoritative source would include academic research, industry experts, government sources, and research firms. The details within are required to be researched and evidence with meaningful and relevant sources. This is especially important within this assignment. You should have a minimum of ten (10) references within your report. All referenced sources must include in-text APA citations. All of these references should be in APA format. If they are not in APA format, you will be deducted accordingly. Again, these ten (10) references within your report should be from authoritative secondary research sources. The intent of this section is to demonstrate an academic understanding of your chosen consumer behaviour related to the evidence available by market research.

MARKETING PERSONA (10 Marks) Create a Provisional-level Persona (evidenced-based) that visually pulls together the information from the above Supportive Secondary Research. The Marketing Persona must be presented in a visually appealing, one-page summary with, at a minimum, the following detail:

i. Summary / Bio: includes a compelling persona description that includes customer segmentation details (demographic and psychographic) and a picture of the ideal customer.

ii. Pains: the customer needs required to be met by the product and / or service.

iii. Gains: the benefits that a customer receives by purchasing the product and / or service.

iv. Channels: the customer’s preferred methods of communication / engagement.

v. Brand Affiliation: other brands with which a customer may affiliate. For those students who have not yet put together a marketing persona (most of you likely did or reviewed them in MKTG 281), there are many websites that provide examples of marketing personas and even templates for ease-of-use.

PRESENTATION

 You will summarize your findings with a YouTube video (posting will be made available closer to the due date). The YouTube video must be less than 3 minutes in length and provide an overview of your chosen consumer behaviour and a summary of some of the most interesting (in your opinion) secondary research. The video should be creative, use strong, information visual elements and be technically sound.

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  • Posted on : October 08th, 2019
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