MKG102_Assessment1_Forum_Partcipation_Part_B_Module5.Docx Page 1 of 3 ASSESSMENT BRIEF Subject Code and Title MKG102 - Consumer Behaviour Assessment Forum Participation (Part B) Individual/Group...

1 answer below »
Please use consumer behaviour theory in analysis and please referrence it properly and do work in brief with good knowledge last time didnt get marks good.


MKG102_Assessment1_Forum_Partcipation_Part_B_Module5.Docx Page 1 of 3 ASSESSMENT BRIEF Subject Code and Title MKG102 - Consumer Behaviour Assessment Forum Participation (Part B) Individual/Group Individual Length 750 words (+/- 10%) Learning Outcomes a) Explain the meaning of consumer behaviour and its role in marketing strategy development. b) Apply the concept of the consumer decision-making model to provide insights into consumer buying processes. c) Categorise the needs and wants of consumers and their underlying motivations d) Analyse the psychological processes affecting consumer behaviour. e) Identify social and cultural influences on consumer behaviour. Submission Part B: By 11:55pm AEST/AEDT Second Sunday of Module 5 (Week 9). Peer responses can be completed in the week it is due and/or two (2) days after the due date. Weighting 20% Total Marks 100 marks Context: The aim of the forum participation assessment is to provide a framework to encourage student engagement, to encourage collaboration and foster valuable perspectives gained from shared learning experiences. These assessed forums promote critical thinking in the application of theory into practice. Students will be able to reflect on their own efforts, and extend and enrich this reflection by exchanging feedback on their peers' work. Instructions: 1. Please select a marketing communications example from a company e.g. Television commercial, You-tube video, Social media site, Website , Billboard, poster, print advertisement etc., 2. Apply relevant consumer behaviour theory in your analysis of it in the discussion forum. MKG102_Assessment1_Forum_Partcipation_Part_B_Module5.Docx Page 2 of 3 In this discussion students should focus more on the theory provided in the lecture /notes and essential readings that relate to the first four (4) modules of topics. It is very important that students engage with consumer behaviour theory in your analysis and reference it appropriately. 3. Summarise your findings and post your response to the discussion forum. 4. After you post you will see everyone else's posts so please read and comment on at least two (2) student posts. Submission Instructions: As a preparation step, create a word/text document and develop a response with relevant references. Click on the Module 5 discussion forum and create a new thread and copy from your word document and paste in your response. Note you will not be able to see other student posts until you have posted yours. Please do not attach the word document in your post. MKG102_ ForumParticipation_Part b_Module3 Page 3 of 3 Learning Rubric: Assessment 2: Forum Participation B Assessment Attributes Fail (Unacceptable) Pass (Functional) Credit (Proficient) Distinction (Advanced) High Distinction (Exceptional) Relate consumer behavior theory to marketing strategy. 70 % Little or no evidence of preparation or referencing. Limited understanding of consumer behavior theory and it’s application to marketing strategy. Some evidence of preparation and referencing. Satisfactory understanding of consumer behavior theory and it’s application to marketing strategy. Limited use of references. Good evidence of preparation and referencing. Good understanding of consumer behavior theory and it’s application to marketing strategy. Good engagement of references and coursework Very good evidence of preparation and referencing. Very good understanding of consumer behavior theory and it’s application to marketing strategy. Very good engagement of references and coursework terminology and theory over multiple weekly topics. High level of preparation and referencing. Outstanding understanding consumer behavior theory and it’s application to marketing strategy. Outstanding engagement of references and coursework terminology and theory over multiple weekly topics. Provided meaningful and thoughtful feedback to at least two (2) peer responses. 30 % No feedback provided. Minimal feedback provided Good peer feedback provided and engagement in the discussion. Meaningful and detailed feedback provided. Very good engagement in the discussion forum. Meaningful and detailed feedback provided. Outstanding engagement in the discussion forum.
Answered Same DayApr 15, 2021BIZ104

Answer To: MKG102_Assessment1_Forum_Partcipation_Part_B_Module5.Docx Page 1 of 3 ASSESSMENT BRIEF Subject Code...

Avni answered on Apr 19 2021
128 Votes
Introduction
Consumer behaviour and decision-making process had always been an area of interest for researchers across the world. Initially, the theories that were suggested looked only at th
e economic perspective of the decision-making process. The most known model to emerge out of this perspective is the "Utility theory." In this model, consumers are looked upon as logical decision makers who are only concerned with their own economic interest (Schiffman, 2007) (Zinkhan, 1992).
But this perspective was not enough to shed light on all of the consumer buying behaviours. Thus further contemporary research on the subject considers a wider array of factors influencing the customers and at the same time acknowledges a broader range of activities beyond just purchasing. These activities include – need identification, searching information about the products, evaluation of available alternatives, build purchase intention, the act of purchasing, consumption of a product and finally its disposal. From such researches, some new definitions of consumer behaviour got coined. Soloman and other researchers define consumer behaviour as "the study of different processes that are involved when an individual or a group decides to select, purchase, use and dispose of products, service, idea or experience to satisfy their needs or desires." (Soloman, Bamossy et al., 2006. P6)
Before talking about the effect of advertising on consumer behaviour let’s talk about some of the prevalent theoretical approaches to the study of consumer behaviour.
Economic Man – According to this approach a consumer should be aware of all the options that he has and must be capable of rating them according to his use. The motivation here is the profit that comes from choosing a product. (Simon, 1997)
Psychodynamic approach – The key component of this approach is that consumer behaviour is determined purely by biological drives...
SOLUTION.PDF

Answer To This Question Is Available To Download

Related Questions & Answers

More Questions »

Submit New Assignment

Copy and Paste Your Assignment Here