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ASSESSMENT ITEM 3: RESEARCH REPORT
Aim: The aim of this assessment is to critically evaluate the consumer decision-making process and explore the key factors that influence consumer behaviour and the consumption of a product or service.
Select one (1) product/service/consumption activity from a list that will be made available on learnjcu (see the assessment section of the subject site).
Prepare a report. Use credible, peer-reviewed sources of information (textbooks, academic journal articles, newspapers, marketing reports, data from Government bodies), with a minimum of five (5) references. Ensure the report is structured and includes headings and sub-headings.
Report outline – indicative
1. Introduction: outline the purpose of the report.
2. Purchase Situation
2.1 Product/service, type of consumer decision-making and target market
Description of product/service/consumption activity and target market. Analysis of the type of purchase situation, i.e., low, medium, or high involvement, nature of risk – social, financial, etc. For instance, medium-high involvement purchases require more information, careful consideration of the purchase by the consumer and more complex decision-making.
3. The Consumer Decision Making Process and Influential Factors
3.1. Consumer decision making and factors influencing consumer behaviour
Models of consumer decision-making, both rational and emotional, are outlined in lectures and in the textbook. Various factors can influence consumer decision-making and the strength of the influence will vary depending on the product, the individual and the consumption context. Marketers are interested in exploring how these factors influence the consumer decision-making process, as this knowledge provides insight into how the marketing mix elements are developed, and modified, over time. In the report, you will analyse two (2) theoretical concepts / models / frameworks (i.e., lifestyle, self-concept, the theory of planned behaviour, social class, values etc.) that influences consumer behaviour for a particular product or service, or consumption activity. You will be required to explore the ramifications of your research for marketing practice.
4. Customer Journey Map
A diagram of the customer journey, outlining the customer’s experience with the brand, both online and offline, should be included.
Draw together for the reader the main findings from the report. The conclusions should be briefly stated and remember, new information should not be introduced into this section.
Provide, and fully justify, two (2) creative recommendation on how the client / brand owner might utilise this information in developing, or modifying, current marketing strategy to influence consumer decision making/customer journey.
Use the APA (American Psychological Association) style of referencing. A minimum of five (5) academic references are required. Only work cited in the text should be included in the reference list. Personal communication should be cited, but should not be included in the list of references. Do not use a string of citations. Each reference should be characterised individually in the report and it should be clear to the reader that the citation/reference used is relevant and used correctly
Provide visual evidence of anything related to the product/service/brand you have selected (eg., screen capture from a website, product shot, advertising collateral, social media post, newspaper article, post by an influencer, breaking news item, etc.) that is designed to influence the consumer decision making process.
Keep a portfolio of advertising collateral during the term and place key materials in the appendices.
Allow time to rewrite and proof-read the report, and do a spell-check and a grammar-check.
Always keep back-up copies of your work.
Use 1.5 line spacing, justified text, margins: 2.5 cm; typeface: any type, 10-12 size, and number pages in the report.
An executive summary or table of contents is not required.
Ensure a student name/number is on the assignment.
Do not “cut and paste” figures from textbooks or the web, since the material is subject to copyright protection, is generally difficult to read and is not suitable for a professionally written report.
Use headings and subheadings in the report.
Visuals tend to add value to a marketing report – a table, figure, graph, or image taken from the brand’s website or social media platform to illustrate a key concept. Refer to the visuals by number: ‘… as shown in Figure 1.’ Each visual must be numbered and titled, and placed close to the paragraph where it is first referenced.
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