Consumer Behavior

Consumer Behavior
This assignment will assess learning outcomes:
1. Demonstrate knowledge and understanding of the key concepts of buyer behavior and lifestyle analysis
2. Apply relevant thories and concepts to business scenarios

Assignment Briefing:
There are two tasks for the assessment in this module, a group presentation and an individual written essay, both linked to the same product area.

TASK 1: Group Work: Formal Presenation (40% weight)
Scenario: You are employed in a new product development department of a big organization in Oman that manufactures household electric appliances. Your brief is to look into the possiblity to launch a new product.

In group work, choose ONE of the following products you wish to work on for the assessment. Each have new features, electricity savind and better performance.
1. A new washing machine
2. A new cooking range
3. A new vacuum cleaner
4. A new refrigerator

More specifically, your brief is as follows:
-Conduct an analysis using secondary sources of information on the product area in Oman.
-Present your ideas on the most effective ways to conduct primary consumer research into the market, focusing on consumer attitudes and behaviour.
-Give a summary of communications strategy to target your proposed customers.
-Present your findings by means of the formal presentation to the “managment team” (tutors and other students).
-Make sure that you acknowledge your sources for any facts and figues that you use.

TASK 2: Individual Assignment (60% weight):

Using the product that you investigated in the group assessment:

1. Evalaute the consumer personalities that determines how the consumer responds to purchase this product.
2. Discuss the consumer perceptions that played an influence in the decision to this purchase this product.
3. Discuss the stages of the decision-making process that the consumer would go through in choosing to purchase this product.

 

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