Consumer Behaviour Individual Assignment

Students are required to develop a Consumer Behaviour Report to be submitted to the Managing Director of a Medium to High Involvement Brand/Product of your choice to outline the key issues facing the company in terms of consumer behavioural issues. The Report will cover the following areas:

1.    Situation Analysis of the Company

2.    Target Market Description

3.    Target Market Decision Making Process

4.    Social Influences on Buying Behaviour

5.    Psychological Influences on Buying Behaviour

6.    Marketing Strategy Recommendations

Detailed assignment guidelines will be conveyed in class.