MKT20025
Assignment 1: Individual 1,800 word report
Reference-style-Harvard
(20 marks)
In any purchase of any product, consumers tend to go through five stages of consumer decision making process. However, there are many internal factors (needs & motivation, personality & self-concept, attitudes and involvement) and situational factors (gift-giving and retail environment) that may influence this process.
Working individually, please select
one of the four following brands(任选1)
1. Sony Playstaion 4
2. Tesla model s
3. Samsung galaxy s6
4.
NutriBullet
Once you have selected your brand, you must attempt to cover the following threeareas. Produce your answer in a report format.
- Apply the five stage of consumer decision making process to the consumer decision to purchase your chosen product.
- Explain and justify the internal factors (needs & motivation, personality & self-concept, attitudes and involvement) and situational (gift-giving and retail environment) factors that may influence this process, leading someone to purchase your chosen brand.
- Understanding consumer behaviours and the way the select the product, what recommendations you can give to the company to promote the brand that you select?
Your final report should be no longer than 1800 words (excluding reference list). Any report that is too long will be penalised. However, a report that is too short is unlikely to have enough depth so will not earn good mark). To help you in your assignment, use your tutorial sessions and notes from the first five lectures and use the available library and internet resources (i.e. newspapers, periodicals and journal articles –
expected minimum of 5 journal articles) to help find out more about consumer behavior theories and your chosen brand.
Date of submission: Tuesday 25
th January by 6 pm sharp.
You must submit one soft copy through Turnitin.
