In report mention how the current pandemic has had an effect on companies decision making, companies buying behaviour, Pro’s & Con’s, similarities between B2B & B2C
Mention the different types of purchases; straight repurchase, modified re-buy, new task, etc (refer to session 1/2/3 Power point notes)
Mention in report the different buying processes
Ensure you look at unit information and criteria, hitting all pass, merit and distinction criteria.
Consumer Behaviour and Insight
Submission Format:
The submission is in the form of an individually written report. This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The word limit is 3000 words +/- 10% and you should indicate word count in the report. The word count does not include the table of contents, tables, appendices or the bibliography.
Unit Learning Outcomes:
LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision-making process
LO2 Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B)
LO3 Explain how marketers influence the different stages of the decision-making process (B2C and B2B)
Assignment Brief and Guidance:
As an acknowledged expert in the field of Consumer Behaviour, you have been approached to write a business report entitled
“The Fashion Industry – A Study of Consumer Behaviour”.
Your report should be based on a review of current academic literature related to consumer behaviour and should use practically applied market examples from the Fashion Industry throughout to illustrate your insights.
Sections of the Report
1. The Consumer Decision Making Process as a Path to Purchase
Include:
– An explanation and analysis of the stages of the consumer decision-making journey This should be applied to the purchase of a fashion item or outfit of your choosing.
– An explanation of why it is important for marketers to map a path to purchase and understand consumer decision-making
– An evaluation of how marketers are responding to the decision-making process, illustrated through the application of relevant concepts and models
2. Comparing B2C with B2B Decision Making
Include:
– A comparison which contrasts the key differences in the decision-making process between B2C and B2B using specific examples from the Fashion Industry to illustrate your insights
3. Market Research Methods to Highlight the Factors which Influence Buyer Behaviour
Include:
– An evaluation of the different marketing research methods used for understanding the decision-making processes in both B2C and B2B contexts
– A coherent and justified evaluation of how different factors influence decision-making and buying behaviour, supported by specific examples from the fashion industry.
4. How Marketers Influence the Decision-Making Process
Include:
– An evaluation of how marketers can influence the different stages of the decision-making process of B2C and B2B, giving specific examples from the fashion industry.
– A critical evaluation of how marketers influence each stage of the decision-making process with reference to relevant methods and models applied.
In completing the report you should demonstrate critical evaluation of the application of appropriate theories, concepts and models that influence and impact upon the decision-making process, supported by specific examples and contexts.
This cannot be achieved without referenced evidence of wider reading, with arguments and counter arguments provided and judgements made. (D1)
