Consumer Psychology

\Assignment 2 – Influencing Consumer Behaviour Report
Task:
With a focus on one particular market segment and one product category, and with reference to concepts studied in the module, make recommendations to marketing managers on how to ethically influence consumer behaviour to achieve a specific marketing objective.
Format Written Report:
Word Limit Up to 1750 words– excludes title, table of contents, references, appendices
Hand In
% of module marks 50%
Referencing Style Harvard referencing must be used – see your business school referencing guide in the module area for details).
You must include a full list of references.
Formatting Requirements: Use Arial, minimum 12 point with 1.5 spacing
Include a title that refers to the product category you have chosen.
Use numbered headings and sub-headings for clarity.
Use screenshots of advertisements, product photography and infographics / other visual elements where necessary.
You should use the passive voice ‘literature shows that’… and write in the 3rd person.
The intended audience for this report is a business audience, so while you are reviewing academic literature, it is not an academic literature review.

Learning Outcomes:
This assignment will be assessing whether you have met the following learning outcomes:
LO2: Analyse behavioural decisions utilising relevant theoretical perspectives and propose appropriate marketing actions.
L3: Understand and evaluate the influences on the behaviour of consumers in a variety of marketing contexts.

Guidelines:
You can use the same product category from assignment 1 or choose a new one.
You must focus on one specific marketing objective only (for example trial of product, repeat purchase, brand awareness, achieve distribution from new supplier) and include:
Presentation and analysis of a range of secondary data showing that you understand the decision making influences of your particular market segments (for example British Attitudes Survey, Euromonitor, IBISworld reports).
A consideration of ethical marketing and how you will ensure you do not manipulate or mislead the consumer and a consideration of any vulnerable consumer groups in your recommendations.
Reference to a range of theories and concepts studied in the module.
Examples of concepts:
Consumer persuasion
Learning, memory and perception,
Ethical marketing
Ethical consumption
Sustainability
Brand interaction and loyalty
Use of technology
Post purchase behaviour
Business to business behaviour
Note:
A number of theories and models will be introduced through lectures and you will learn more about them in your reading.
You will be expected to demonstrate considerable reading around your chosen concepts, using academic literature, comparing and contrasting different approaches, models and examples.
In addition, you will need to include consumer trends and behaviour data and market reports to apply theories to practice and make research-based recommendations.

Formative Assessment Task
2020.
Assessment Criteria
The following criteria will be used to assess this piece of work, in addition to the generic University Undergraduate Grading Criteria attached.
Students will be supported with assessment briefing and assessment workshops during the module.
% of marks available
Introduction and setting the scene – choice of product category, market segment and objective with good use of industry data to inform your choice of marketing objective. 10%
Identification and use of a variety of market and consumer data with good breadth, relevance and appropriate use of a range of valid sources to show understanding of influences on behaviour of your market segment. 30%
Critical discussion of relevant theories and models and their application to consumer behaviour relevant to your marketing objective. 30%
Conclusion and recommendations –synthesis of findings from theory and consumer insight to develop research-based recommendations to achieve marketing objective. 20%
Presentation, structure, writing style, referencing 10%