MKT351 Consumer Behaviour Tutor-Marked Assignment 2026, Singapore

MKT351 Tutor-Marked Assignment

This assignment is worth 18% of the final mark for MKT351 Consumer Behaviour.

Question 1

MoneyMax, a pawnshop, has approached you to help them segment their customers. With evidence from the case article, propose two (2) potential bases of segmentation that pawnshops in Singapore can use to segment their customers and explain why.

You are not required to name the segment, but you are expected to justify your proposed bases of segmentation.

(30 marks)

Question 2

Using the first three (3) stages of the consumer decision-making process (i.e., need recognition, pre-purchase information search, and evaluation of alternatives), demonstrate how a potential consumer might arrive at considering purchasing luxury bags at a pawnshop.

(60 marks) 

Question 3

With your knowledge of the SuperEgo personality from the Freudian theory, compose a marketing message for MoneyaMax pawnshop.

You are not required to design a visual or to explain the channels of advertisement. You are just required to develop a short message in 1-3 lines for MoneyMax that will appeal to the SuperEgo personality in consumers.

(10 marks)

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