customer behavior

customer behavior Order Description use this text book to study Shiffman, L., O’Cass, A., Paladino, A. and Carlson, J. (2014), Consumer Behaviour, 6th edition, Pearson Publishing. In any purchase of any product, consumers tend to go through five stages of consumer decision making process. However, there are many internal factors (needs & motivation, personality & self-concept, attitudes and involvement) and situational factors (gift-giving and retail environment) that may influence this process. Working individually, please select one of the four following brands: 1. Apple – iPhone6 2. Miss Dior – perfume 3. Longines – watch 4. FIAT – FIAT Panda Once you have selected your brand, you must attempt to cover the following three areas. Produce your answer in an essay format. - Apply the five stages of consumer decision making process to the consumer decision to purchase your chosen product. Explain and justify the internal factors (needs & motivation, personality & self-concept, attitudes and involvement) and situational (gift-giving and retail environment) factors that may influence this process, leading someone to purchase your chosen brand. - Understanding consumer behaviours and the way they select the product, what recommendations can you give to the company to promote the brand that you select? Your final essay should be no longer than 1500 words (excluding reference list). Any essay that is too long will be penalised. However, an essay that is too short is unlikely to have enough depth so will not earn a good mark). To help you in your assignment, use your tutorial sessions and notes from the first five lectures and use the available library and internet resources (i.e. newspapers, periodicals and journal articles – expected minimum of 5 journal articles) to help find out more about consumer behavior theories and your chosen brand. Task 1 – Consumer Behaviour Individual Essay (Individual Assignment) Excellent standard of work Very good standard of work Good standard of work Satisfactory standard of work Substantial work is required Weighting 5 marks  Introduction Background information about a brand The importance of understanding the consumers of the brand 20 marks  Application of five stages of consumer decision making process Clear application of the model 30 Integration of internal factors (e.g. needs & motivation, personality and selfconcept, attitudes and involvement) Define the theories/concept ? Clearly demonstrate their understanding of the theories/concepts Appropriately integrate the theories/concept to the consumer decision making process 10 Integration of situational factors (gift-giving or retail environment) Appropriately integrate the theories/concept to the consumer decision making process 15 Conclusion (recommendations) Recommendations are based on theories/concept. ? Recommendations are feasible and innovative 15 Sources of Information Appropriate referencing style (Harvard system) has been adopted throughout the report A reasonable number of sources have been used (approx. 5 – 10) A list of references has been included – minimum 5 journal articles 5 Essay format Essay format has been adopted. Inclusion of introduction, body and conclusion (recommendations) and reference list. General presentation, spelling, and grammar should be excellent and of an academic standard ? Word counts are appropriate.