Assignment: Cultural Consumer Behaviour Analysis and Marketing Strategy for Successful Brand Expansion, Singapore

It is anticipated that the assignment can be completed from public sources of information (E.g., academic literature in the form of key textbooks and peer reviewed journal articles, market research reports/databases, press reports, websites, and promotional literature).

Your analysis MUST be supported by relevant cultural and consumer behaviour theories. Any subjective view without a proper theoretical foundation may not be enough to achieve the learning outcomes of this module.

Undertake research with respect to the chosen market to discuss the key individual/ personal factors such as demographics, lifestyle, self-concept, etc., the key psychological factors such as motivation, perception, attitudes, etc. and the main sociological factors such as reference groups, family, culture/subculture and social class systems to better understand how these could influence their purchase decisions.

Please note that you should use your own judgement regarding which factors, theories, or models to use.

Your discussion needs to be in-depth and critical, so be mindful of the number of related theories/models you choose to discuss. Remember that not every influencing factor is relevant to a specific brand or product.

You should make recommendations based on the findings and analysis in Tasks 1 and 2.

You could structure this section following the Marketing Mix but elements like target market, positioning, branding, etc. could also be discussed depending on your findings.

Your recommendations should consider and justify whether certain aspects of the brand’s decisions should be standardised or adapted.

Your recommendations should also be supported with academic and/or practitioner research.