MKT7001 Consumer Behavior Sem2 Assignment Brief, Cardiff Metropolitan University

Assessment Brief

As an individual you bare to critically analyse Consumer misbehaviour This will then form the basis of a 15-min presentation, which will cover the following. 

1. Using academic articles Identify and define Consumer misbehaviour: 
2. How does Consumer misbehaviour fit with norms and acceptable and non-acceptable activities? 
3. Using academic literature discuss if consumer misbehaviour be controlled? If so, how? 
4. Identify and critically analyse the reasons for Consumer misbehaviour: Look at it in terms of consumption theory:
5. Identify and analyse Consumer misbehaviour. Give a minimum 3 of real-life examples. Analyse these three in terms of how they relate to the various aspects of the marketing mix (4p’s). Define what are the implications for marketers for the three examples. 
6. Quality of presentation 

Learning Outcomes Assessed

• Critically evaluate the main theories of buyer and consumer behaviour. 
• Critically analyse how buyer and consumer behaviour theories can be used in the development of more effective marketing strategies. 
• Be cognisant of the need to develop a customer focus through mapping and determining consumer needs and wants. 
• Critically evaluate customer groups and how their buying habits match to organisational goals. 
• Evaluate decision-making processes and customer behaviour in both B2C and B2B contexts 
• Explain the boundaries of consumer culture and their linkages and interactions with other marketing and branding concepts.