Buyer Behaviour

Assignment - Buyer Behaviour

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Individual Assignment

1600 words

The Consumer Journal Report requires you to analyze the internal and external factors influencing the consumer decision-making process for a major purchase – e.g. a car or a holiday.

Your analysis MUST be based on reality, that is, you are required to research this topic with someone who has recently made such a decision. The assignment should be in report format.

Your analysis will integrate a number of elements covered in Lectures 7-10. It is important to be analytical and NOT descriptive, demonstrating an understanding of which theories were at play in this purchase situation.

Marking Criteria

•   Description of Internal Influences (Perception, Learning, Motivation, Personality & Attitude)

•   Description of External Influences (Group Influence, Culture)

•   Analysis and demonstration of understanding

•   Report format, presentation and referencing

Overall impression of excellence

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