This individual assignment is a practically oriented task that allows you to demonstrate your knowledge and understanding of the conceptual foundations of consumer behaviour.

Assessment 3: Buyer Behaviour: Theoretical Analysis

Weighting: 55%

Word length: 2500w, including tables, images (references are excluded).

Individual assessment:

Research paper: Essay format

Buyer Behaviour: Theoretical Analysis:

This individual assignment is a practically oriented task that allows you to demonstrate your knowledge and understanding of the conceptual foundations of consumer behaviour. The focus of the Buyer Behaviour: Theoretical Analysis requires you to apply theories, models and concepts (TMCs) you have learned in the course, as well as other secondary research (e.g.: Academic journal articles, trade publications, newspapers, websites etc.) on an applied basis to develop a deeper understanding of key areas of consumer behaviour. The essay should link the concepts/theories or models to the chosen product to evaluate the consumer decision-making process when purchasing your chosen brand

Remember this is an analysis of consumption behavior, not a paper on marketing strategy or strategy development. Therefore, any discussion on marketing strategy relates to the Recommendations: Implications for Marketers section. The theme of the assignment is both theoretical and applied.

Buyer Behaviour: Theoretical Analysis essay structure:

Your essay will comprise of the following major sections: Ensure you use these headings which align with the marking criteria.

Section 1)

Brand overview and key theory identification (50 words)

Section 2)

a) Key theory explaining problem recognition (400 words)

b) Linking theory (300 words)

Section 3)

a) Key theory explaining information search (400 words)

b) Linking theory (300 words)

Section 4)

a) Key theory explaining purchase behaviour (400 words)

b) Linking theory (300 words)

Section 5)

Marketing Strategy Recommendations (350 words)

GUIDELINES: Buyer Behaviour Theoretical analysis

The focus of this assignment is to apply a theoretical lens to evaluate the consumer decision-making process when purchasing your chosen brand.

As consumption behavior is integrative it is expected that you will analyse of a key theory/model/concept at each decision-making stage, and then discuss a linking theory/model/concept. For example: you might use attitudes as a key theory to discuss problem recognition, and then link personality for further explanation of recognizing a need to purchase. This is where you need to use your textbook as a guide to remind you of the concepts covered during the course.

You must reinforce your discussion with clear evidence (i.e. scholarly articles) that support, explain and critique consumer behavior theory within your experiences of consuming the brand, as well as the brand information that you have collected. The majority of references will relate to the theoretical concepts discussed rather than the product/service/event category itself.

It is critical that you EDIT your work as you need to make every word count! Apply theory to practice – do not waste the word count by stating definitions!

Review the marking criteria prior to commencing this assessment task.

It is expected that you will integrate aspects of marketing strategy analysis (Assessment 1), particularly branding and communications materials into your discussion. You may include advertising and branding materials as an appendix to your report. DO NOT include materials as an appendix if it is critical to the point you are making in your assignment. An appendix is additional material that DOES NOT NEED TO BE READ!

Below is further information to assist you in preparing for your Buyer Behaviour Theoretical Analysis. 

FINAL ASSIGNMENT APPROACH:

BUYER PERSONA:

Name: Susan

Age: 22

Occupation: Youth Worker. Looks after a group of young teens between the age of 13-19.

Personality: fun, outgoing, loves being social and enjoying the company of others

Life: Engage and lives at home with her parents

Problem: Susan is planning a youth sleep over and needs to buy snacks.

Section 1: Brand Overview (50 words)

Brand Overview & Theory identification

MUST USE THEORIESProblem recognitionInformation search/evaluation of alternativePurchase/consumption/ post purchase.
Main theoryMaslow’s hierarchy of needsCompensatory/non-compensatory rules:   What does she consider before purchasing, quantity, specials, previous experience.CAD theory:   Wants to pick familiar brands/ wants to minimise the risk of making the wrong decision…so there is a new type of M&Ms on special introductory price but still goes for Kit Kat because she’s risk adverse
Supporting theoryMcGuire’s theory of motivesConsumer Socialisation:   what she had previous meetings, she has had a tonne of experience consuming kit Kat and other chocolates.Consensus concept:   making a decision that pleases everyone…and in this situation it should work well.

Section 2: Problem recognition (700 words)

Main Theory (400 words): Maslow’s hierarchy of needs

Supporting Theory (300 words):  McGuire’s theory of motives

Include 3 elements:

  1. Consumer behaviour description
  2. Theory discussion
  3. Check in with your brand to see performance

Section 3: Information search/Evaluation of alternatives (700 words)

Main Theory (400 words): Compensatory/non-compensatory rules

Supporting Theory (300 words): Consumer Socialisation

Include 3 elements:

  1. Consumer behaviour description
  2. Theory discussion
  3. Check in with your brand to see performance

Section 4: Purchase/consumption/post-purchase (700 words)

Main Theory (400 words): CAD theory

Supporting Theory (300 words): Consensus concept

Include 3 elements:

  1. Consumer behaviour description
  2. Theory discussion
  3. Check in with your brand to see performance

Section 5: Recommendations: Implications for strategy:

Your brand strategy recommendations will be derived from your analysis. You are required to reflect on the consumption analysis to make marketing strategy recommendations.

  1. It is expected you will identify at least 3 key marketing recommendations and justify
  2. The recommendations MUST evolve from the previous analysis
  3. This section is worth 20% therefore each strategy recommendation requires significant justification

Think strategically about the presentation of your recommendations. For example: if you suggest a repositioning of the brand you need to be specific elaborating on the details; just don’t say repositioning is required. Are you referring to price point positioning to be more competitive in the market? Are you referring to communications repositioning updating the logo (provide an example and justification revamping the logo and related communications)? Has the brand lost market share (refer to Introduction to Marketing models to assist you) – if so you will need to address key strategy issues the brand will need to address.

Use sub-headings in this section denoting key marketing strategy recommendations. It is critical that you use marketing terminology demonstrating that you can apply marketing strategy knowledge.

Referencing:

It is expected you will reference using the APA reference styles.

Marks will be allocated for correct referencing only!

DO NOT REFERENCE TEXT BOOKS – go directly to the source of your knowledge.

DO NOT reference lecture slides/recordings!

Report submission (Overall):

Ensure you edit your assignment – assignments that engage deep analysis represent a process of significant editing and critical thinking. As such, this assignment will require to you spend quality time and effort on your analysis.

You assignment will also include:

  • Presented in essay format (with required section headings and additional subheadings – to organise your thinking as they provide structure for you (as writer) and a guide for me (the reader).
  • A maximum of 2500 words, with a minimum of 10 academic journal article references.
  • Include a cover page detailing chosen brand, your name and student ID.
  • Referencing style to be used is APA
  • Appendices can be included.
  • Maintain within the word limits for tables and summary! This will be a challenge yet you need to learn to write succinctly!
  • No table of contents or executive summary necessary
  • Writing quality is important, so please edit and revise your writing for careless spelling, formatting and poor grammar as these give the reader the impression of carelessness and a lack of regard for the assignment.  Also, good sentence and paragraph construction helps with the presentation and flow of your ideas and arguments.
  • Prior to submission your essay must meet these requirements: 1.5 spacing; 2.5cm margins; single sided; 12 font.
  • Submit your document with .doc or .docx file extension.
    • Do not PDF your submission
    • Any assignments that cannot be opened will receive a mark of ‘0’.
  • Name your assignment as per the following requirement:

Lastname_Firstname_snumber_AssignmentName (eg Smith_Jane_s123456_Assign1)

  • Submission via Learning@QUT by 9am on due date.
  • Please consult your marking rubric as a guide. 
  • It is not necessary to identify definitions – you are expected to apply theory to practice. Cluttering your essay with definitions demonstrates you are wasting words! Make every word count in your assignment!
2004MKT Assessment 3: Buyer Behaviour Theory Analysis marking rubric             /55
 AOL criterionExcellentVery GoodGoodSatisfactoryUnsatisfactory
1Brand overview and theory/concept/model (T/M/C)  identification   No marksPresents an in-depth, articulate overview of the brand and clearly identifies the 3 key T/M/Cs explaining consumption behaviour of the brand.Comprehensively overviews the brand. Identifies the 3 key T/M/Cs explaining consumption behaviour of the brandPresents a sound overview of the brand. The 3 key T/M/Cs  explaining consumption behaviour may or may not be evident.Minimally overviews the brand. The 3 key T/M/Cs explaining consumption behaviour may or may not be evident.Little or no development of an overview of the brand. Does not identify the 3 key T/M/Cs explaining consumption behaviour.
2CB THEORY 1:   Ability to apply a relevant theory/concept/ model (T/M/C) to explain problem recognition as related to a given scenario (15%)Develops insightful and logical arguments in a concise and articulate manner.   Justification is exceptional in terms of clarity and persuasiveness.   Argument based on use of pertinent and comprehensive resources.  Develops logical arguments in a concise manner.   Justification is thorough and is generally clear and persuasive. Argument based on use of relevant resources.Most arguments are logically developed.   Justification is plausible and predictable, yet lacks clarity and persuasiveness.   Argument is based on suitable and/or partially correct resources.Develops a basic level of logical argument.   Justification is simplistic, potentially incomplete and/or rudimentary.   Argument based on limited, vague or non-relevant resources. No development of a logical argument .   Justification is incomplete, unclear, unrelated and/or unpersuasive.   Argument based on no resources or little use of resources
3Ability to apply and link ONE additional theory/concept/ model (T/M/C) to enhance understanding of problem recognition in a given context (10%)Presents convincing, insightful and clear links for integrating additional T/M/Cs.   Justification is exceptional in terms of clarity and persuasiveness.   Argument based on use of pertinent and comprehensive resources.Presents logical links for integrating additional T/M/Cs.   Justification is thorough and is generally clear and persuasive.   Argument based on use of relevant resources.Most links are logically developed for integrating additional T/M/Cs.   Justification is plausible and predictable, yet lacks clarity and persuasiveness.   Argument is based on suitable and/or partially correct resources.Presents a basic level of logical argument for integrating additional T/M/Cs.   Justification is simplistic and rudimentary.   Argument based on limited, vague or non-relevant resources. No development of a logical argument for integrating additional T/M/Cs.   Justification is very unclear and unpersuasive.   Argument based on no resources or little use of relevant resources      
4CB Theory 2   Ability to apply a relevant theory/concept/model (T/M/C) to explain information search as related to a given scenario (15%)            Develops insightful and logical arguments in a concise and articulate manner.   Justification is exceptional in terms of clarity and persuasiveness.   Argument based on use of pertinent and comprehensive resources.Develops logical arguments in a concise manner. Justification is thorough and is generally clear and persuasive.   Argument based on use of relevant resources.Most arguments are logically developed. Justification is plausible and predictable, yet lacks clarity and persuasiveness.   Argument is based on suitable and/or partially correct resources.Develops a basic level of logical argument.   Justification is simplistic and rudimentary.   Argument based on limited, vague or non-relevant resources.   No development of a logical argument.   Justification is very unclear and unpersuasive.   Argument based on no resources or little use of relevant resources.
5Ability to apply and link ONE additional theory/concept/ model (T/M/C) to enhance understanding of information search to a given context (10%)Presents convincing, insightful and clear links for integrating additional T/M/Cs.   Justification is exceptional in terms of clarity and persuasiveness.   Argument based on use of pertinent and comprehensive resources.Presents logical links for integrating additional T/M/Cs.   Justification is thorough and is generally clear and persuasive.   Argument based on use of relevant resources.Most links are logically developed for integrating additional T/M/Cs.   Justification is plausible and predictable, yet lacks clarity and persuasiveness.   Argument is based on suitable and/or partially correct resources.Presents a basic level of logical argument for integrating additional T/M/Cs.   Justification is simplistic and rudimentary.   Argument based on limited, vague or non-relevant resources.  No development of a logical argument for integrating additional T/M/Cs   Justification is very unclear and unpersuasive.   Argument based on no resources or little use of relevant resources.
6CB Theory 3:   Ability to apply a relevant theory/concept/model (T/M/C) to explain purchase behaviour as related to a given scenario (15%)Develops insightful and logical arguments in a concise and articulate manner.   Justification is exceptional in terms of clarity and persuasiveness.   Argument based on use of pertinent and comprehensive resources.Develops logical arguments in a concise manner.   Justification is thorough and is generally clear and persuasive.   Argument based on use of relevant resources.Most arguments are logically developed.   Justification is plausible and predictable, yet lacks clarity and persuasiveness.   Argument is based on suitable and/or partially correct resources.Develops a basic level of logical argument.   Justification is simplistic and rudimentary.   Argument based on limited, vague or non-relevant resources.  No development of a logical argument.   Justification is very unclear and unpersuasive.   Argument based on no resources or little use of relevant resources
7Ability to apply and link ONE additional theory/concept/ model (T/M/C) to enhance understanding of purchase behaviour in a given context (10%)Presents convincing, insightful and clear links for integrating additional T/M/Cs.   Justification is exceptional in terms of clarity and persuasiveness.   Argument based on use of pertinent and comprehensive resources.Presents logical links for integrating additional T/M/Cs.   Justification is thorough and is generally clear and persuasive.   Argument based on use of relevant resources.Most links are logically developed for integrating additional T/M/Cs.   Justification is plausible and predictable, yet lacks clarity and persuasiveness.   Argument is based on suitable and/or partially correct resources.Presents a basic level of logical argument for integrating additional T/M/Cs.   Justification is simplistic and rudimentary.    Argument based on limited, vague or non-relevant resources.   No development of a logical argument for integrating additional T/M/Cs.   Justification is very unclear and unpersuasive.   Argument based on no resources or little use of relevant resources
8Ability to reflect on the theories/ concepts/ models (T/M/Cs) to present marketing strategy recommendations 20%Reflects deeply on theory analysis to present clear and concise marketing strategy recommendations.   Well-articulated and concise use of marketing terminologyto define recommendations.  Reflects deeply on theory analysis to present clear marketing strategy recommendations.   Relevant use of marketing terminology to define recommendations.  Some level of reflection on theory analysis to present very broad marketing strategy recommendations.   Use of marketing terminology is general and broad to define recommendations. A basic level of reflection made from theory analysis to present superficial marketing strategy recommendations.   Ambiguous and/or irrelevant use of marketing terminology to define recommendations.No demonstrated level of reflection made from theory analysis to present marketing recommendations; possibly no strategy recommendations identified. Lacks any use of marketing terminology to define recommendations.
9Referencing 5%Correct referencingNo markReferencing is almost correct, yet has flawsNo markReferencing is incorrect
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