5015MKT Consumer Behaviour Assignment Brief | Coventry University

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5015MKT Assignment Task

You are a consumer too. So how do you feel now you are becoming familiar with the theories of consumer behaviour and the tools and techniques available to marketers making use of these theories? Personal reflection forms a natural part of the research process and as students of behaviour you are now in a position to analyse the behaviour of others, but also reflect more personally on your own behaviour as a consumer.
Subjective personal introspection has often been a part of consumer behaviour research. As Brown and Patterson (2021 p.1349) point out, this type of research involves ‘the desire to better understand consumer behaviour through self-reflection, recollection, retrospection.
You are required to produce a portfolio of evidence in order to demonstrate your knowledge and understanding of consumer behaviour and the marketing strategies used to influence consumer behaviour gained from your engagement with this module. Your portfolio will be made up of 3 themes selected out of the 9 module themes listed below.

•    Perception  
•    Self  
•    Reference groups  
•    Learning and memory  
•    Attitudes  
•    Motivation, values and lifestyles  
•    Family, social class, and status  
•    Culture 
•    Decision-making                                                                                 
 
You are expected to demonstrate your depth of knowledge and understanding via your ability to:

•    evaluate, compare and contrast relevant, current consumer behaviour theories and issues 
•    apply your understanding of consumer behaviour to a variety of marketing contexts
•    reflect on your own behaviour as a consumer in the light of each chosen theme
•    make use of varied, quality resources to build a constructive, critical discussion
•    convey relevant information within the required format

As such, you are required to apply these concepts onto any business and explain how you have experienced these concepts being applied by the business. You may choose one business for all the concepts, or more conveniently, apply concepts onto several businesses as you have personally experienced. 

The work will be submitted as a portfolio and be presented in a polished manner complete with contents pages, each section clearly identified and a final references section. All three chosen tasks should be completed and incomplete portfolios will be awarded a fail grade. The standard conventions of academic writing will be followed, including the overall presentation of the work and the use and inclusion of supporting references and quotations within the text when appropriate. Each individual task should comprise of the equivalent of approximately 1000 words. Images, tables, website screen shots etc. may be used exemplify and explain the application of theory to practice.
 
(Reference: Brown, S., & Patterson, A. (2021). Me-search? Search me! A new twist in the tale of introspection. Journal of Marketing Management, 37(13-14), 1343-1373.)

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task.

The following module learning outcomes are assessed in this task:

1.    Explain and apply the main theories in consumer behaviour and how these can be applied in marketing endeavours.
2.    Explain and evaluate the psychological underpinnings of consumer behaviour.
3.    Evaluate social, demographic and cultural influences on consumer behaviour.
4.    Critically evaluate contemporary issues in consumer behaviour.