Essay Behaviour of Consumers Using a Multi Discipline Approach – Management Assignment Help

Assignment Task:

Learning Outcome Details 

Unit Learning Outcome (ULO) 

 1: Understand and evaluate the behaviour of consumers using a multi-discipline approach (psychology, behavioural economics, philosophy and sociology) and analyse the factors that influence their behaviour 

 2: Critically evaluate, synthesise and disseminate meaningful information from digital resources, databases, academic journals and marketing research data, to demonstrate insights into consumer behaviour 

3: Demonstrate a variety of communication skills to articulate appropriate consumer marketing strategies, models and frameworks across diverse contexts

Description / Requirements 

The focus of the assessments is for you to use consumer behaviour theory to investigate how consumers are likely to respond to a marketing campaign. The campaign analysis is to be conducted in groups of 2 – 4 students. It is unlikely the unit team will approve an individual submission. 

Your group is to select one marketing campaign and develop a comprehensive document that analyses your selected campaign drawing from theories contained within the unit. 

Your arguments about how consumers will respond to the marketing campaign must be grounded in these theories – this is not an opinion piece, but an argumentative piece based on your deep understanding of theories contained within consumer behaviour perspectives

The campaign that you select can be for a good or a service. The campaign could be simply an IMC campaign, including broad IMC elements such as point-of-purchase (POP), promotions, etc., or could also include other, less prominent elements of a campaign, such as rebranding, new distribution locations or tactics, or customer acquisition strategies, or a combination of a range of tactics used in an overall marketing campaign. Examples are as follows: 
• Amazon Go Convenience stores 
• Domino’s Pizza Delivery by Drone 
• Dove Real Beauty 

Background of campaign This should be a brief section that gives some basic background on your selected campaign, e.g., what did they do, when did they do it, and other elements of the campaign (e.g. overall response) that helps to “set the stage” for your analysis. This section will be mostly description, but should tell a good story, engage the reader, and get them interested in preparation for your analysis. This section should be approximately 300-400 words (combined). 

Applying Consumer Behaviour Theories The main body of the paper should provide an analysis and critical evaluation exploring the underlying processes of two to three aspects of your selected campaign. An aspect refers to a specific strategic choice utilized in the campaign (e.g. the use of a specific endorser, a specific message or slogan used, the music, etc.). Aspects of the campaign may also reflect responses of the campaign (e.g. a boycott). 

For each aspect of the campaign, you should provide a brief description (approximately 100 words) that builds and expands on information in the background, providing the reader with a good understanding of the specifics of that aspect. 

The primary focus of the paper is then to evaluate and critique these aspects utilizing appropriate consumer theories or concepts as the foundation of your critique. In doing so, you should identify why that specific aspect was utilized