Assessment Brief Summative and Formative Consumer Behaviour Report Term 1 | UOG

Your Assessment Brief: 

6.1 Consumer Behaviour Report (Term 1) Guidance: 

This assignment requires you to produce a 3000 (-/+10%) words individual report, excluding executive summary, references and appendices.
 The report should address the following elements:

1. Executive summary (300 words) 

Summarise your report, including the identified business problem/opportunity, key concepts and theories discussed, and recommendations. Note: This is not an introductory signpost but a concise summary.
 
2. Introduction (300 words)

Sector and Brand: Identify a specific sector (e.g., supermarket, fast fashion) and choose one brand and one market.
Business Environment: Briefly analyse the chosen brand’s business environment, consumer trends, and competitor activities to pave the way for business problem/ opportunity identification

3. Business problem/ opportunity identification (400 words)

Identification: Identify one business problem or opportunity relevant to consumer psychology/behaviour.

Justification: Provide evidence from credible sources such as consumer trend reports, industry reports, and news articles to justify the significance of the identified problem/opportunity.

Examples: Decline in sales due to poor negative perceived values from customers, marketing opportunities from changes in consumer trends/ lifestyle, etc.

4. Consumer psychology/ behaviour topic selection (300 words)

Relevance: Select relevant consumer behaviour/psychology topics from the module to understand the identified problem/opportunity.

Justification: Discuss the rationale for selecting identified topics.

Examples: Consumer perception, persuasion and attitude change, social influence on decision-making, value and lifestyle.

5. Theory application (900 words)

Academic Theories: Apply relevant academic theories (within the scope of your identified topics) to better understand your identified business problem/opportunity. You may discuss more than one topic/ theory/ concept. However, make sure your report achieves a breadth and depth of analysis.

Linkage: Discuss the findings from peer-reviewed journal articles to demonstrate the linkage between theory and practice. For example, you could use relevant theories to explain why consumers are unhappy with the brand or how the brand can seize the opportunity based on the current consumer trends.

Please note that analytical tools such as SWOT, PESTLE, and context analysis are not considered academic theories. Your topic selection should match your theory application.

6. Recommendations (800 words)

Practical Strategies: Provide practical recommendations for addressing the business problem or seizing the opportunity.

Justifications: Support your recommendations with academic evidence, explaining why your proposed strategies would work based on relevant theories. For example, why would your proposed strategies/ marketing techniques work based on relevant consumer behaviour/ psychology concepts/ theories? Appropriate peer-reviewed journal articles must be discussed to demonstrate your understanding of the linkage between theory and practice.

Ethical Considerations: Ensure your recommendations consider ethical business practices.

7. Conclusion (300 words)
Summarise the business problems/opportunities and theories discussed, along with key recommendations.

Report Format:
Margins: Approximately 1 inch (3 cm)
Spacing: 1.5 or double-spaced text
Font: Times New Roman, size 12 (recommended but optional)

Guidance on the Use of Artificial Intelligence (AI)

Please check the guidance on the use of AI here: https://www.gre.ac.uk/articles/public-relations/guidance-on-the-use-of-artificial-intelligence-ai

Please append the AI declaration form to the end of your assignment when you have used AI while undertaking the assignment to acknowledge how you have used it.