MCD2110- Buyer Behaviour 莫纳什 assignment 代写

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MCD2110- Buyer Behaviour 莫纳什 assignment 代写

Monash College 1

MCD2110- Buyer Behaviour

Assignment 1

Status: Group task (3-4 people)

Weighting: 15%

Word Limit: 2500 maximum. This word count does not cover the reference list,

executive summary nor any appendices.

You are required to provide the word count of your assignment on your Title page.

Marks will be deducted if the maximum length is exceeded.

Due Date: Week 7, Monday 5pm (online submission-Clayton Campus-Important:

one member submits only once)

_____________________________________________________________________

Background information: Structured business report with sub-headings.

This assignment aims to introduce you to the concepts of consumer behaviour. The

focus of this assignment is on the broad internal individual characteristics of the

consumers in the market for your selected offering.

Consumers are different and may display different inner characteristics relating to

their needs, motivation, knowledge, perception, and learning in relation to the same

product or service.

Marks available

Task Components % of Available

Marks

Executive Summary 5%

Introduction 5 %

Develop a profile of one segment for each

company. You might include some brief

demographic, behavioural and psychographic

characteristics (not more than 100 words for the

segment). You could use a table.

10%

Discuss the broader, inner characteristics/differences

between two segments .

Hint 1: look for brands and therefore

segments that are different rather than

similar

Hint 2: Each topic should be one heading in

your assignment. You could also use

subheadings.

Motivation, risks, resources/ability and

opportunity (10%)

40%

Unit Outline | MCD2110 Buyer Behaviour |

©Monash College 2

Exposure, Attention, Perception (10%)

Memory and Knowledge (10%)

Attitudes formation and change (10%)

(Chapters 2-6)

Recommendations 10%

Conclusion 10%

Quality of references (use of academic

references ) and in-text use

10%

Layout / Formatting / Spelling / Grammar 10%

Total 100%

Assignment Requirements:

In relation to the assigned product category (below) select two brands that relate to

your product category. After developing a brief profile for each segment, outline the

broader inner characteristics of the consumers in the market for your two selected

brands or selected lines within the brand category. You will then discuss, compare and

contrast how the consumers of your two selected brands may differ in terms of their

inner characteristics

Product categories are:

• International or local dairy brand

• Local hospital

• International or local car manufacturer

• International or local charity

This report is designed to help you recognise the variability (differences) among

consumers and how different brands appeal to different consumers. Recommendations

should include two areas for improvement for each selected company.

Within your conclusion section, you could address how marketers use the knowledge

of these inner characteristics to make marketing related decisions (e.g.,. decisions

relating to product design, persuasive communication, etc.).

Reference list:

• It is expected that you will provide at least 15 references that are a

combination of journals, periodicals, newspaper and magazines, web sites and

textbooks.

• You may also reference specific brand advertisements to support your

arguments. This will require that you append copies of these materials to the

back of your assignment. You must cite the sources for each advertisement.

You must also label the advertisements very clearly. You can do this by

Unit Outline | MCD2110 Buyer Behaviour |

placing each advertisement into a separate appendix. In the body of your essay

you will refer the reader to this Appendix (eg. “See Appendix 1.”)

Assignment Cover Sheets

Clayton Campus only: Turnitin submission does not require Assessment declaration

sheet as per instructions on Moodle.

Other campuses:

No assignment will be accepted or marked if it is not accompanied by a signed

Assignment Cover Sheet.

https://www.monashcollege.edu.au/__data/assets/pdf_file/0019/17083/assignment-

cover-sheet.pdf

Return of Marked Assignments

Assignments will be returned in the same way as submitted. Make sure to read all

comments and request more feedback if needed.

MCD2110- Buyer Behaviour 莫纳什 assignment 代写