consumer behavior

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BCO225 CONSUMER BEHAVIOR Task brief & rubrics

Task – Midterm makeup assignment

Please submit a document in which they address all questions below. Please include all details and answer all questions asked in this brief.

1. What are the four main factors that affect consumer behavior from a marketing perspective? What would be the most important one for a company considering expanding internationally? Why?

2. How would you describe the consumer segmentation for the company Nuud Cosmetics (website)? Develop the buyer persona for the target customer.

3. What is the buying-decision process? Describe it explaining the example of a new customer of the company Netflix.

4. What are the challenges and advantages of green marketing for the company Brewdog (website)? What are the implications for its customers (explain how green marketing affects this target audience, implications towards consumer behavior).

Remember that is important that you justify your answers and include in-text citations throughout the submitted document, as seen in class, as well as a list of references. This directly affects the quality and credibility of your work.

Formalities:

· Wordcount: 1 page answer per question (please respect font and line spacing indications).

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 11 pts.; line spacing 1.5.

· The in-text References and the Bibliography must be in Harvard’s citation style.

It assesses the following learning outcomes:

· Outcome 1: understand the processes that guide consumer perceptions, attitudes, learning & memory and choices and behavior.

· Outcome 2: evaluate the different perspectives that characterize the study of consumer behavior.

Rubrics

	Exceptional 90-100	Good 80-89	Fair 70-79	Marginal fail 60-69
Knowledge & Understanding (Q1) (25%)	Student demonstrates excellent understanding of key concepts regarding consumer behavior and theory as reviewed in class. The provided answer follows an excellent reasoning.	Student demonstrates good understanding of the consumer behavior topics being discussed. The provided answer is well justified.	Student understands consumer behavior to a satisfactory extent although minimum information is included. The answer provided by the student includes some arguments.	Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. The answer is not well argued.
Application (Q2) (30%)	Student reflects on relevant knowledge applying it to these specific questions concerning consumer behavior in an excellent manner. The buyer persona is very clear.	Student demonstrates knowledge of key consumer behavior topics when applying it to these more practical cases. The buyer persona is included.	There are some misunderstandings or missing information when applying knowledge to these consumer behavior cases, but satisfactory overall. The buyer persona needs further development.	Student applies little relevant knowledge when answering these questions. Decision making is only outlined. Misunderstands are evident. There is a description of the target audience but not in the form of a buyer persona; or the description itself is vague.
Critical Thinking (Q3, Q4) (35%)	Student defines the key concepts successfully and further develops examples and recommendations providing excellent insights. Decision-making is well explained step by step.	Student defines both key concepts and examples and recommendations are included to a good extent. Decision making is well explained.	Student defines key concepts adequately but does not fully develop examples or recommendations. Decision making is briefly explained.	Student fails to demonstrate a critical approach towards the required concepts, not including an example or recommendation or developing them vaguely. Misunderstandings are evident.
Communication (10%)	Student communicates their ideas extremely clearly and in-text citations are adequately included in throughout the document and in the list of references.	Student communicates their ideas clearly and pertinent in-text citations are included.	Student communicates their ideas with some clarity and references are included to a satisfactory extent, although they need to be reviewed.	Student communicates their ideas in a somewhat unclear and unconcise way. References are not adequately included.