MKT220 Consumer Behaviour

Task:

Part 1: Three Posts

1) Provide an example that shows an aspect of consumer behaviour theory being used in practice. The example may be a video, news article, journal article, print ad, podcast etc. The areas of theory can be any of the topics that we cover in the subject

2) Explain how the example illustrates the relevant area of consumer behaviour theory. You need to address a different area of theory in each post and you will be expected to reference the sources that you use.

3) Pose a question about your example for discussion by peers

Part 2: Responses 

For each response you are expected to

1) Identify a post of interest by one of your peers on the home page and respond to their question

2) Comment on the post: Your response should address the theory and its application in the example provided.

Pitch the importance of understanding consumer behaviour to an organisation of your choosing.

Prepare a report outlining three things:

1) Define and describe consumer behaviour? (Use academic sources to support your claims).

2) Explain why an understanding of consumer behaviour is important for organisations (using examples from academic research and industry to support your claims).

3) Identifying an organisation of interest (this may be an organisation you admire and / or would like to work for).

a. Create a consumer profile for the primary and secondary markets they target (based on information gathered from credible sources e.g. ABS).

b. Identify an issue they could solve using insights into consumer behaviour (justify your choice).

This is a 4 step process;

Step 1: Research theory and marketing practice Conduct research to enable you to answer address the first two points of the report.

1) Define and describe consumer behaviour?

2) Explain why an understanding of consumer behaviour important for organisations?

First you need to conduct research to identify the reasons why understanding consumer behaviour is important. Then you need find evidence to support your claims. This may be in the form of examples to illustrate your point, or evidence from researchers working in the field.

Step 2: Your chosen organisation

Identify an organisation of interest (this may be an organisation you admire and / or would like to work for). Conduct research that will allow you to profile their primary and secondary target audiences and to identify an issue / opportunity in the organisation that could be solved through the use of consumer behaviour information. (The external influences we cover provide can assist in building this profile consider; household types, culture, lifestyles, social status, demographics, generational differences, Roy Morgan, VALS and Mosaic).

Step 3: Sources and Referencing

You are expected to use at least 6 academic sources for this assignment Create a reference list using APA 6th style (a short CSU guide to APA referencing is provided in your Resources folder on interact) and make sure all of the articles that you have cited in the report are included in the list.