MKTG 201: Critically Evaluate the Consumer Decision-Making Process and Explore the Key Factors: Consumer Behavior Assignment, SMU, Singapore

ASSESSMENT TASK: REPORT

Aligned subject learning outcomes

SLO1: Identify and appraise the psychological and social influences on consumer behavior and their implications for the development of marketing strategies across a range of organizational contexts.

SLO2: Demonstrate knowledge and synthesis of consumer behavior theories, apply this knowledge to a given market situation, and make realistic recommendations.

ASSESSMENT TASK: DESCRIPTION

Aim: The aim of this assessment is to critically evaluate the consumer decision-making process and explore the key factors that influence consumer behavior and consumption of a product or service.

Instructions:

1. Prepare a report. Use credible, peer-reviewed sources of information (textbooks, academic journal articles, newspapers, marketing reports, data from Government bodies), with a minimum of five (5) references.

2. Ensure the report is structured using the headings (and content) described below:

Useful Information:

• Length: 1,500 words (excluding references).
• Allow time to rewrite and proof-read the report, and do a spell-check and a grammar-check.
• Always keep back-up copies of your work.
• Use 1.5 line spacing, justified text, margins: 2.5 cm; typeface: any type, 10-12 size, and number pages in the report.

This report is divided into 5 parts:

1. You will start with a short introduction

• Outline the purpose of the report

2. Purchase situation (this is where you describe the product in detail)

• You need to choose a specific brand from the list below
• Description of product or service and analysis of the type of consumption or purchase situation (ex. Low, medium, or high involvement, nature of risk – social, financial, etc)
• Example: medium-high involvement purchases require more information, careful consideration of the purchase by the consumer, and more complex decision-making.

3. Factors influencing the consumer decision-making process

• Describe any 2 theoretical concept from chapter 3-7 (week 4-9) models or framework that influences consumer behavior for a particular product or service, or consumption activity
• You will be required to explore the ramifications of your research for marketing practice

4. Short conclusion

• Draw together for the reader the main findings from the report. The conclusion should be briefly stated and remember, new information should not be introduced into section

5. Make a recommendation

• Provide and fully justify, 1 creative recommendation on how the client/ brand owner might utilize this information in developing, or modifying, current marketing strategy

6. References

• APA reference
• Minimum 5 ACADEMIC references

7. Appendices (if you put any diagrams)