Assessment 1: Group Assignment (2500 words)
The group needs to do a consumer behavior audit and focus on decision process influences and factors, for a specific product or service, covering the following aspects: Market segmentation; Product Positioning; Pricing; Distribution and Promotion.
You do not have to cover internal/external and situational influences in this assignment as you are assessed on your understanding of these concepts in your individual assignment.
• Selection of the target Market
• Determination of product positioning
• Structuring the elements of Marketing Mix
– Report format, referencing and presentation
Prescribed Textbook (compulsory)
Quester, P. (2011) Consumer Behaviour: Implications for Marketing Strategy, 6/e Enhanced McGraw- Hill.
The Effect of Customers’ Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation, (2013), Rishika Rishika (Texas A&M University), Ashish Kumar (Aalto University), Ramkumar Janakiraman (Texas A&M University), and Ram Bezawada (State University of New York, Buffalo), Information Systems Research; vol. 24, no. 1