Consumer Behaviour Assignment

2000 words Due: 22/04/14 - Sydney, Australian Time Assignment Question: 1. Please select at least one product/service (or a number of products/services or a combination of both) and discuss the influence of different ‘Internal Factors’ on a consumer’s decision-making process for that product or service. 2. You are expected to discuss about product/service selection in relevance to consumer needs and motivation; personality and self-concept; consumer perception; consumer learning and involvement; and consumer attitude development and change. 3. The discussion need to be closely linked to the chosen product/service's marketing mix elements; marketing strategy (segmentation, targeting and positioning) and consumer decision-making process. 4. You must choose which ones are more relevant and explain why they are more relevant. 5. You must apply the concepts and theories to the selected product/service and consumer decision-making process and not just list or describe them. In your answer you must argue for why the internal factors you have chosen are more important in terms of influencing a consumer’s decision-making for your example/s product or service than the ones you haven’t chosen. In other words, you need to demonstrate that you understand the influence that these factors are having on a consumer, decide which are more influential than others and explain why they are more influential. You must also include the impact of the concept of involvement in your discussion. You must use correct referencing of the resources used in your assignment to pass the assignment. Use of more references may attract higher marks. Marks will be deducted for incorrect referencing and poor presentation (ie., spelling and grammar). If there is no referencing in your assignment it will be deemed to be plagiarism and the plagiarism policy will be enforced. You will receive a higher mark for applying a critical analysis to your discussion. Please refer to the marking template below for the way in which the marks will be distributed. Also refer to the grading system outlined in this unit guide for how grades are given for the assignment. Measure Max Mark Care in question interpretation 10 Understanding of key concepts 30 Analytical/critical thinking 20 Application of examples to concepts 30 Logical flow and presentation 10 Total 100