Assessment task details and instructions
You are required to compile a portfolio report that demonstrates your theoretical and practical
understanding of the broader influences on consumer behaviour in relation to consumption of
beauty and personal care products. You can examine consumer behaviour in the broad
category of beauty and personal care products or, alternatively, you can restrict the product
categories examined (e.g. make up products only).
Your portfolio report should demonstrate your knowledge and understanding on the following
topics:
a. The concepts of Decision Making Unit and Buyer Persona and their relevance for analysing
consumer behaviour in offline and/ or online contexts for beauty and personal care products (10
marks).
b. The Decision making models and their use in understanding consumer behaviour in this context
of consumption (10 marks).
c. The influence of reference groups, lifestyle, consumer identity and paid influencers on
consumer behaviour in the consumption of personal care and beauty products (in both online
and offline contexts) (40 marks).
d. The influence of culture in consumer behaviour in relation to beauty and personal care products
(20 marks).
e. What would be practical recommendations (two/max three ideally) for a company (from one of
the examples previously given in the portfolio) that would like to enter this sector in a country of
your choice? These should be based on your previous analysis and justified accordingly (10
marks).
f. Portfolio presentation and referencing (10 marks).
Your assignment should have a portfolio report format. As such, it should be seen as an ongoing
project. You should be collecting, selecting, collating and working on the contents over the six
weeks of the module. The portfolio should include a range of diverse materials such as pictures,
tables, forum discussions (anonymised) in support of your analysis. The word count is 5,000
words (excluding figures, charts, appendices, list of references). Any work beyond the 5,000
word limit will not be considered for marking .
Appendices should be no longer than 3 A4 single sided. The editorial requirements are: font
Arial 12 and one and a half line spacing.
EXAMPLE OF THE ASSIGNMENT
This is just an example of how likely the document must look like… I have attached the file as a link
http://www.filedropper.com/portfolioexample
ASSIGNMENT DETAILS
These are a few details about how and what to do in an assignment
http://www.filedropper.com/studentfullslidesl7onlineofflineconsumerbehaviourportfolionov2019-1
LECTURE NOTES TO REFER AND INCLUDE IN ASSIGNMENT
http://www.filedropper.com/oocblecture2bb
http://www.filedropper.com/oocblecture4consumeridentityandself-conceptbb
http://www.filedropper.com/w1-oocbintroduction-dmu-bp
http://www.filedropper.com/w2-oocbsocialfamilyconsumption
http://www.filedropper.com/w3-oocbcultureandconsumerbehaviour1
http://www.filedropper.com/w4-oocbdecisionmakingmodels2
http://www.filedropper.com/w5-oocbconsumptiontheories
http://www.filedropper.com/w6-oocbmarketresearch