You are required to identify at least two social influences that are relevant to the consumers of your firm or the firm you intend to work for (choose one product/service if more than one products/services are offered by your firm) and discuss, specifically to your firm, how the two or more social influences (culture, social class or reference groups) impact on the consumer purchase decision process.

Assessment item 2

External Factors

Length: 3000 words (max)

Task

Social influences impact product and brand purchase decision at all stages of the consumer purchase decision process.

Questions:

1. You are required to identify at least two social influences that are relevant to the consumers of your firm or the firm you intend to work for (choose one product/service if more than one products/services are offered by your firm) and discuss, specifically to your firm, how the two or more social influences (culture, social class or reference groups) impact on the consumer purchase decision process.
2. Drawing on the theories in chapters 2-4 to discuss how marketers (in your firm) can apply this understanding of social influences on consumer behaviour to improve/enhance your firm’s marketing strategies (4 Ps or 7 Ps, targeting, market segmentation, etc.).

Hints:

– Make sure that you draw sufficiently on theoretical concepts of consumer behaviour in your discussion.

– When you are discussing particular concepts make sure that you define them first.

The paper must be referenced with relevant up-to-date sources.

Suggested Structure

Cover page

Title of the report.
Name and position of the person who wrote the report.
Name of the person (or organisation) for whom the report was written.

1. Executive summary

The summary is a quick overview of the aim, conclusions and most important aspects of the report. The summary is designed to be read by people who are too busy to read the whole report. It is therefore essential that it be brief, comprehensive and interesting.

The summary is usually written last.

1. Table of contents

The table of contents is a systematic list, in page order, of all the parts of a report. Page numbers are listed next to each heading and sub-heading.

1. Introduction

Here is where you set the scene. Remember to include details such as the company, the product / service that you are reviewing & the specific consumer.

You cannot be all things to all people, so you need to be focused. The clearer you are, the better the report will flow as it is well thought.

Start bringing in the 2 social influences that you wish to discuss. You can select 2 from the following list (culture, social class, reference groups).

Research what the journals have to say and make sure that you select strategic points in relation to the consumer decision making process. At this stage, you can draw in information about your consumer that you are discussing to show the application aspect.

This essentially is question 1.

2. Individual influences with decision-making

This is where you get to elaborate a little more and go deeper with your discussion. Try to make an interrelation with Chapters 10 and 11. Again, keep focusing on the consumer that you have identified in the introduction. This will ensure a good flow.

3. Recommendations

In this section, with the new knowledge you now have, recommend how marketers can apply this understanding of social influences on consumer behaviour to improve/enhance your firm’s marketing strategies (4 Ps or 7 Ps, targeting, market segmentation, etc.).

This has to be co-related to the material above. Also, keep your specific consumer in mind.  This is to ensure that you are consistent with your discussion.

4. Conclusion

A short paragraph to end it formally.

5. References

Your reference list. Please use the APA guide to make sure that it written to the level that it is expected. It is in the resources folder.

Presentation

Use a report format for this assessment and follow the guidelines for Appendix 1.

Include a title page at the beginning followed by the Executive Summary page for Turnitin.

As this is an academic piece of work you must reference (cite) the sources you have used. This should be done within the report and a reference list should be included at the end of your essay/report (place before any appendices if applicable).You can use headings/subheadings.

A guide to the APA style of referencing (the style now used by the Faculty of Business) is available at: http://www.apastyle.org/-

Further details on how to reference and avoid unintentional plagiarism can be found at the Student Services website. http://www.csu.edu.au/division/studserv/learning/referencing

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