Essay Journal of Marketing: Goal Setting and Goal Striving in Consumer Behaviour – Management Assignment Help

Assignment Task:

Task:

AEST. How has COVID changed consumer shopping behaviour? Justify.

You will choose to focus on one of the following sub-topics:

a) Target marketing and digital marketing. The pandemic has increased consumption of digital content and consumers now consume content anytime, anywhere. How has this changed how and where consumers learn about products, brands and services?

b) Needs and motivations. Consumers have shifted their shopping from in-store to online. What are the drivers for this and will this trend remain post-pandemic?

c) Perception. The psychology of buying and decision making. The pandemic has led to an increase in panic buying and fear of missing out (FOMO). What are the psychological drivers of this behaviour?

You must support your answer with theory. You must use a minimum of 8 journal articles (from sources classified as Journals). Your response should demonstrate a clear understanding and articulation of scholarly research on the topic.

You must incorporate real life examples to illustrate your discussion. You must use a minimum of 4 industry reports or articles. Examples should not be drawn from personal experience. Examples should be drawn from reputable industry reports (eg. McKinsey, Deloitte, IBISWorld etc). You use of brand examples should be secondary to your focus on theoretical analysis and critical discussion. See rubric on iLearn (PDF) for grade level requirements.

2000 word limit

This case based assessment targets the development of students understanding of core consumer behaviour as it applies to real world consumption behaviour. It focuses on enhancing critical thinking skills and encourages students to understand the complex nature of consumer behaviour.

Requirements:

Please name your file: STUDENT NAME_Tutorial Day Time_WEEKLY TOPIC TITLE

Failing to meet the 8 journal article and 4 industry report/article minimum will lead to a 2/50 mark deduction

Inaccurate Harvard style referencing will lead to a 2/50 mark deduction

Exceeding the word limit will lead to a 2/50 mark deduction. Markers will stop reading once the word limit is reached.

Please view the rubric for this assessment which is uploaded in PDF format to iLearn.