assignment buyer behaviour 0

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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