Buyer Behaviour
This assignment is designed to assess the following learning outcomes:
Students must be able to:
*Demonstrate an understanding of the main theories in consumer behaviour and how these can be applied in marketing endeavours.
* Understand the psychological underpinnings of consumer behavior
*Produce a critical analysis of a contemporary issue in consumer behavior
This assignment is an individual assignment.
The coursework comprises of a 2250-word individual essay on the below topic:
Using theories of consumer behavior discuss and analyse how cultural values and social class influence pro-environmental consumption.
A penalty of 10% of the mark is applied if the word limit is exceeded more than 10% or is below the limit by more than 10%
The ability to access and research appropriate academic literature.
• The ability to APPLY theories of consumer behaviour or to apply to the essay what was read in the appropriate academic literature
• Skills of analysis, compilation and structure.
• Essays should be more than descriptive collations of library material and should illustrate relevant aspects of theory and practice, and demonstrate thoughtful and critical analysis of issues.
• Marks will be therefore be awarded for evidence of:
- good research skills and the effective use of appropriate literature throughout the essay
- analytical rigour (good analytical skills)
- a critical perspective throughout the essay
- demonstration of understanding of all relevant concepts
- good application of theory to practice
- use of appropriate examples throughout the essay
- practical insight.
Note: The report must be fully referenced using Coventry University Harvard style.
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