consumer behaviour theory

You should be able to:
1
Recall, restate, and apply basic consumer behaviour theory.
Upon completing this subject, students should be able to:
• Recall the bases and principles of consumer behaviour.
• Demonstrate knowledge of the perceptual, memory and cognitive mechanisms instrumental to consumer behaviour.
• Demonstrate knowledge of attitudinal, lifestyle and personality factors in relation to the creation of consumer perceived value.

Differentiate between ethical and unethical behaviours: (a) by consumers, and (b) by companies in their application of consumer behaviour techniques/knowledge.
Upon completing this subject, students should be able to:
• Apply consumer behaviour theories and consumer research to investigate a marketing activity.
• Evaluate, assess and critique the consumer behaviour issues underlying a marketing activity.
• Identify in a marketing activity any problematic ethical issues that should be addressed and propose suitable changes.

Critically analyse product and marketing appeals in terms of the consumer behaviour issues inherent in the in a structured written report.
Upon completing this subject, students should be able to:
• Identify the marketing appeals which underlie the current marketing campaign.
• Analyse the influence of variables such as attitudes, beliefs, perceptions and consumer needs on how information is processed by consumers in relation to a current marketing campaign.
Identify limitations/problems in product and marketing appeals, and make logical and justifiable proposals to address the existing limitations.
Upon completing this subject, students should be able to:
• Develop a structured written argument identifying consumer behaviour issues relevant to a current marketing campaign.
Differentiate between the personal, marketing, and managerial applications of consumer behaviour.
Upon completing this subject, students should be able to:
• Identify the marketing appeals directed at individual consumers
• Recall and apply the different consumer behaviour tools/elements that marketers have available to them.
• Apply consumer behaviour techniques in a strategic manner at managerial level.

GRADUATE CAPABILITIES
The following Graduate Capabilities (GCs) are evaluated in this subject:
a Writing 3
b Speaking 2
c Enquiry / Research 3
d Critical thinking /analysis 3
e Creative problem solving/ synthesis 2
f Team work 2

Form a team of four (must only be with a student from your tutorial – no exceptions).
Select a current video advertisement for a good or service which is of interest or relevance to you both from
YouTube. To effectively demonstrate the application of consumer behaviour principles a suitable advertisement
must be selected. The YouTube link must be presented with your report.

Tasks:
(a) Identify the advertisement, the product, product class and the general type of advertising appeal
used.
(b) Analyse in a detailed and structured way (in a logical report format) the consumer behaviour issues involved, their relevance and why they are important.
These consumer behaviour issues may include: product positioning relevant to competitors (eg differentiation),
emotional appeals, decision-making prompts, cultural appeals, consumer motivations, decision-making
processes and any other issues relevant to the product.
Marks will be awarded on the basis of the relevance and thoroughness of the consumer behaviour analysis.
(c) Identify any ethical and consumer behaviour issues you feel are not currently being adequately addressed (or are ineffectively addressed) by the current campaign.
(d) Identify and discuss how your consumer behaviour insights could be used to improve the marketing of the good or service or explain why no changes are required.
(e) An additional element of this assignment is a brief critique of the teamwork dynamics experienced while completing this assignment – Refer to the Marking Sheet).
Additional Notes: It is expected that you explore the topic, consult resources beyond lecture notes and the
course text, and explain the limitations to your approach.
For an academic work, you are required to primarily use models and theories, found in the textbooks, journal
articles, and found through your own research to support your argument/analysis – this should be supported by
explanation to show your understanding and application of the concepts. At least four relevant non-textbook
references are required to satisfy the research component. Don’t forget to reference all information
sources (marks will be lost otherwise)! Please also refer to the style guidelines provided below. The assignment must be in a Microsoft Word document and fully referenced using the Harvard referencing style.The topic area will require reading and research outside the text and references earlier listed. As a guide, word length expected is about 2,000 -2,500 words, plus appendices (which must be submitted in the one electronic document) if applicable.

Assessment Task 2 (Individual Task)
Online Quiz
There will be a total of three online quizzes. The online quizzes require students to restate and apply the basic
Consumer Behaviour principles and theory presented in the seminars preceding these quizzes. These quizzes are
completed outside of seminar and tutorial times. Each quiz must be completed in the 30 minutes duration

Quiz 1 – Week 3

Assessment Task 3 (Twitter Contribution)
Micro-blogging (Twitter) contributions by groups in workshop exercises via the subject Twitter Platform.
Only Group leaders need to submit tweets. Always mention the #tag provided for each question when tweeting the answers for these questions.

Assessment Task 4 (Final Examination)
The final examination is designed to test students’ knowledge of management principles covered this semester. The structure of the final examination will be announced during the semester.

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