MKG102 Consumer Behaviour Assesment 2

Assessment Task Overview:

For this assessment, you are required to write a report analyzing the psychological, situational, and socio-cultural influences that affect consumers' buying decision processes. Refer to the instructions for detailed completion guidelines.

Context:

Understanding the psychological, situational, and socio-cultural influences on the consumer buying decision process provides a platform for working with factors that impact consumer behavior. This knowledge enables marketers to develop strategies that affect consumer behavior. Proficiency in report writing is crucial for academic and professional success. The purpose of a report is to gather specific, reliable information to thoroughly understand a problem or issue, facilitating informed decision-making. Writing this report will enhance your skills in presenting reliable information in a structured manner.

Instructions:

To complete this task, you will write a 1,500-word report demonstrating your understanding of psychological, situational, and socio-cultural influences on the consumer buying decision process, based on a provided scenario.

Scenario:

Select a B2C (Business-to-Consumer) e-commerce website of your choice. The website must involve high-involvement consumer buying decisions, such as automobiles, home appliances, or electronic goods. This business can be domestic or international. The chosen website should offer accessibility to all necessary information and user-friendly navigation to effectively complete the assessment. It should also provide detailed product information, specifications, customer reviews, and pricing data, as this will be important for your analysis.

To complete this assessment, follow these steps:

1. Review the Essential Resources from Modules 3 to 8.
    
2. Watch the Academic Skills Videos on Report Writing:
    
   • https://mylearn.torrens.edu.au/courses/5553/pages/report-writing?module_item_id=384444
   • https://library.torrens.edu.au/academicskills_ap/reports
3. Analyze and discuss the following three types of influences on the consumer buying decision process:
    
   • a) Psychological (e.g., perception, motivation, learning, attitudes, personality, lifestyles, etc.).
      
   • b) Situational (e.g., physical surroundings, social surroundings, time, purchase reason, buyer's mood, etc.).
      
   • c) Socio-cultural (e.g., family, roles, social classes, digital, culture, sub-culture, reference groups, etc.).
      
   • You must include at least two (2) sub-categories under each type, for a total of six (6) sub-categories.
      
4. Integrate at least four (4) academic sources from the Essential Resources from Modules 3 to 8, using the current APA referencing style. Additionally, include at least two (2) non-academic sources from Modules 3 to 8 and/or independent research.
    
    
5. Provide a separate reference list that includes all sources used.

Structure of the Report:

The written report should follow this structure:

1. Title or Cover Page (not included in the word count)
    
   • Student name
      
   • Student ID
      
   • Subject code
      
   • Subject name
      
   • Assessment number
      
   • Assessment title
      
   • Submission date
      
   • Word count
      
   • Learning facilitator's name
      
2. Executive Summary (approximately 150 words - not included in the word count)
    
   • Complete this section after finishing all other sections.
      
   • Consolidate key points from various sections into the executive summary.
      
3. Table of Contents (not included in the word count)
    
   • List all headings and subheadings.
      
   • Use appropriate numbering for headings and subheadings.
      
   • Include relevant page numbers.
      
4. Introduction (approximately 150 words)
    
   • Outline the report's purpose and provide a concise overview of the research pertaining to the topic.
      
5. Discussion and Findings (approximately 1,100 words)
    
   • Integrate evidence from both scholarly and non-scholarly sources.
      
   • Explain in your own words to demonstrate understanding and make the information clear and engaging for your audience.
      
   • Discuss the relevant psychological, situational, and socio-cultural influences on the scenario business's consumer buying decision-making process.
      
6. Conclusion (approximately 125 words)
    
   • Re-state why your findings or arguments are important.
      
   • Ensure the conclusion ties the main points together and addresses the broader implications of your topic.
      
7. Recommendations (approximately 125 words)
    
   • Based on your research findings, provide suggestions to the chosen business to improve its understanding of consumer behavior.
      
8. Reference List (not included in the word count)
    
   • Include a reference list with at least four (4) sources to support your arguments and statements.
      
9. Appendices - if any (not included in the word count)
    
   • Include any supplementary information.

Please refer to the Assessment Rubric for the assessment criteria.