MKT301 Consumer Behaviour

You are required to prepare a investigation (research-based) analysis based on your previous two shopping trips with a family member or friend.

In this individual assessment, students will be given an opportunity to critically review the place of consumption in modern society by showing a broad knowledge of current issues in buyer/consumer behaviour. By doing this, you will be able to explain and communicate the complexities of consumer decision-making processes, including the influence of situational, psychological and social factors.

Let’s imagine that you have been assigned the role of a marketing consultant to investigate contemporary issues in consumer behaviour related to online shopping. Using reflective analysis in the assessment, you must consider:

1. Which possible challenges do you, as the marketing consultant, forsee if both of the shopping trips were to occur online.

2. Suggest three strategies to offset these challenges by considering broader consumer behaviour

topics such as:

.Changing consumer attitudes towards online shopping;

.Cultural/Social factors that would positively contribute towards the online purchase of the

.Purchased products/services in both of the shopping trips;

.Positive influence on consumer’s response towards digital technologies.