MKTG1391 Consumer Behaviour

You are now required to explore and analyse deeper using your recently acquired knowledge of consumer behaviour.

You are to investigate and discuss how the following influences impact upon your identified segment and product offering

External Influences

1. Group and Interpersonal Influence: Who are the reference group(s) that may influence this segment? Identify the potential group influence(s) such groups may exert on thissegment.
2. Role of Situational Influences; how can marketers capture these contextual effects to influence consumption behaviour?
3. Culture and Subculture: What core values does this target market uphold? (Refer to Schwartz 10 core values), Are the values upheld in the society consistent with the consumption of this service? Does the product appeal to a specific adopter category?

Internal Influences

1. Needs and Motives: How readily is the service positioned to satisfy different needs or motives? What needs are being met? (e.g. Maslow’s Hierarchy of Needs)
2. Perception: What are the strategic implications of the process of perception for marketers?
3. Learning: Given the profile of your target segment, which application of learning theories would be most relevant to use in promotion? e.g.; reasoning versus operant conditioning?

Learning Outcomes

This assessment is linked to the following Course Learning Outcomes:

Explore and compare the core theories of consumer behaviour in both consumer and organisational markets (CLO 1)
Appraise models of Consumer Behaviour and determine their relevance to particular marketing situations (CLO 3)
Apply and enhance abilities to input this knowledge in the marketing planning process, particularly in market segmentation, positioning, and marketing mix development (CLO 4)
Apply analytical skills in assessing advanced literature in the field of consumer research and critically reflect on your personal writing practices as it relates to the evidence from research