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consumer behavior

This assessment counts 60% towards your overall module mark.
Theories on consumer decision-making vary according to assumptions regarding the nature of human behaviour: compare and contrast the economic, passive, cognitive and emotional models of consumer decision-making.
Part 1 : Prepare a Group Report that critically analyses the different models of human behaviour in relation to consumer decision-making. Explain and illustrate(give example) how marketers take account of these models of behaviour. (2500 Words)
Part 2 : Reflect individually on how your understanding and interpretation of the consumer decision-making process might influence your thinking when applying marketing principles in future business roles. (500 words)
Required Reading
Schiffman , L., Kanuk , L., (2010). Consumer Behavior: International Edition 10th Edition, London: Pearson Higher Education
Recommended Reading
Taylor, C.R. and Lee, D., (2007). Cross-cultural Buyer Behavior. (Series: Advances in International Marketing v.18) Emerald Group Publishing.
Jobber , D., Lancaster , G., (2009).   Selling and Sales Management. 8th Edition. Financial Times Press
Solomon, M., (2011). Consumer Behavior: Buying, Having and Being, Global Edition, 9th Edition, Pearson Higher Education.
Additional Resources:
www.cim.co.uk/home.aspx   – The Chartered Institute of Marketing presents news, analysis, case studies, links and other valuable resources for marketers.
www.themarketer.co.uk   – The Marketer, published by the Chartered Institute of Marketing, with how-to articles, marketer interviews, case studies and more.
www.marketingweek.co.uk/   – MarketingWeek – news and analysis of developments around the U.K. and Europe.
www.marketingscience.info/   – From the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, articles about marketing research.
www.statistics.gov.uk – Consumer and business market statistics the UK

SECTION A: Group Report
This section is worth 80 marks
Marks Available
Marks Awarded

LO Number
Learning Outcome Descriptor

Critically evaluate alternative theory on the nature of the individual consumer

Analyse psychological and social influences on consumer behaviour

Evaluate Influences of culture on consumer behaviour

Demonstrate the ability to synthesise and communicate information in a manner appropriate for its intended audience

Work effectively as a group member, ensuring group objectives are met


Section A Total

SECTION B: Individual Reflective Report
This section is worth 20 marks
Marks Available
Marks Awarded

Level Descriptor

Professional Presentation
Very poor presentation, organisation and basic issues with use of written English.

Poor presentation, badly organised, weak communication in written English.

Acceptable level of presentation, some issues with overall structure, no serious faults in use of English.

Good level of presentation and clear structure, good use of English grammar & syntax.

Outstanding level of presentation, faultless and compelling use of English grammar & syntax

Understanding of human behaviour concepts and their influence on consumer decision-making
No attempt to demonstrate understanding of key learning points in relation to the assignment.

Limited attempt to demonstrate understanding of key learning points in relation to the assignment.

Some attempt to demonstrate understanding of key learning points in relation to the assignment. Some clarity lacking and with limited analysis of relevant theory.

A well-considered reflection of key learning points in relation to the assignment or their personal development.  Some detailed analysis of relevant theory, but could have offered more depth.

A detailed and persuasive reflection on key learning points in relation to the assignment. Consistent and detailed analysis of relevant theory.

Application of learning to the workplace and personal development
No attempt to apply learning points to the workplace or personal development.

Limited attempt to apply learning points to the workplace and personal development.

Some attempt to apply learning points to the workplace and personal development.  Some evidence of appropriate themes in response to the question set, but lacking clarity.

A well-considered application of learning points to the workplace and personal development. Evidence of appropriate themes in response to the question set, but lacking clarity.

A detailed and persuasive application of learning points to the workplace and personal development.  Accomplished analysis of appropriate themes in response to the question set.

Section B Total

Assessment Total (A+B)


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