Consumer Behaviour (Business Management)

Topic: Consumer Behaviour (Business Management)

Order Description
The aim of this assessment is to evaluate your understanding of consumer behaviour and ability to apply appropriate theories within the given context.

Coursework details:
You are a marketing consultant currently working on a consumer research project. Some consumers are motivated and willing to engage in sustainable consumption whilst many others are not. Your client asks you to provide a critical evaluation as to what drives consumers to behave sustainably. The report must include the following aspects:

1. Critically discuss the key factors (such as motivation and barriers) affecting consumers whether or not to take part in sustainable consumption. (70%)
2. Based on your findings, make some marketing recommendations to your client. How can sustainable consumption be effectively promoted? (30%)

Important notes before you start:
• A critical review must be demonstrated in your coursework which should not be based on description. Coursework based on description is a clear fail. You must show your ability of applying the theory and using real world examples.
• Your discussion should be in-depth and specific. There is a word limit (see below). You must also avoid being too broad e.g. trying to cover much.
• You are expected to read around the subject. Your reading scope must go beyond the text book and additional reading suggested to you. For example, you must demonstrate reading evidence of academic journal articles.

Essay Style:
This is an academic piece of work and it must answer the questions stated above. The assignment should be word-processed, use Times New Roman 12-point font and 1.5 line spacing. The word limit is No more than 2,500 words including in-text references/citations but not the references list (APA 6th), and no appendices are allowed.
NOTE: Reading material as stated below was recommended in the module handbook for the entire syllabus. It may or may not prove useful for the assignment.

Reading material:
The core textbook for the module is:
Solomon, M.R., Bamossy, G. J., Askegaard, S., Hogg, M.K. (2013). Consumer Behaviour:
A European Perspective (5th edition), Pearson: England

Supported texts:
Blackwell, R. D., Miniard, P.W., and Engel J. F. (2006), Consumer behaviour (10th ed.), UK:Thomson South-Western
Hoyer, W. D., MacInnis D. and Pieters, R. (2013), Consumer behaviour (6th international
ed.), UK: South-Western, Cengage Learning

Recommended Journals:
European Journal of Marketing
Journal of Advertising
Journal of Consumer Behaviour
Journal of Marketing
Journal of Marketing Management
Journal of Product and brand Management
Marketing Review
Psychology & Marketing

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