What do you understand by consumer behaviour and consumer insight?

What do you understand by consumer behaviour and consumer insight? Briefly explain any three marketing decisions which need an urgent attention of marketing managers of Samuel.
[Guided words: 150 words, LO3]

Based on the case study, identify and justify any three-research objectives for developing consumer insight for Samuel. Note that, one of the three objectives of the research must be related to consumer ethics and corporate social responsibility.
[Guided words: 100 words, LO3 and LO4]

Analyse and propose a consumer behaviour model that links factors of consumer decision making to purchasing Samuel’s products. Your proposed model should theoretically relate consumers’ two external and two internal factors with the three research objectives/issues identified in Qs 2.
[Guided words: 1400 words, LO1, LO2, LO3, LO4 and graduate skills]

Note for Q 3: You should underpin your answer with

relevant consumer behaviour theories
Research and propose a consumer behaviour model that depicts and justifies the relationship of three research objectives with:

I) two best fitting external (marketing ethics and 4Ps, cultural, and group etc) and
II) two best fitting internal factors (motivation, demography, perception, attitude, learning, personality, ethics etc).

You need to empirically test the proposed model that you have given in question number 3 above. So, propose an appropriate research methodology for data collection and analysis that you will use for developing consumer insight for H. Samuel. Justify your proposed research methodology.
[Guided words: 350 words, LO3 partly]

Section B: Report your empirical/ survey findings about consumer behavior and develop consumer insight for H. Samuel.

(30% weightage in total marks of the module, Word Limit = 1000 words)

Implement your research as you have planned in Qs.4. For this you should collect data, analyse the data, write a report on consumer behavior at H. Samuel. This section B of the report should:

Present and critically discuss your survey findings on each of the three research objectives which you have identified for H Samuel. You should relate your empirical findings with the three research objectives as well as with the relevant literature review.
[Guided words: 900 words, Partly: LO1, LO2, LO3, LO4 and graduate skills]

Conclude your findings and provide suitable recommendation to H. Samuel.
[Guided words: 100 words, LO3, LO4 and graduate skills]

End of Assignment Brief

Marking Criteria

Specific assessment and grading criteria

This Coursework should be submitted as one report with two sections jointly totalling to 100% of the module.The Report of 3,000 words {Section A =2000, Section B=1000)
Section A has 70% weightage and section B has 30% weightage.
Assessment criteria Explanatory comments on the assessment criteria (For grading follow level 5 criteria, attached at the end of this brief) Maximum marks for each section
The student’s work should:
Knowledge and Understanding · Understand the assignment question and provide content related to learning outcomes· systematically research, clearly explain and apply concepts of consumer behaviour which evidence Knowledge and understanding of the main consumer behaviour concepts from the fields economics, psychology and sociology, various theories consumer behaviour, model of CB and various relevant external (cultural and group, marketing efforts) & internal factors (consumer motivation, perceptions, attitude personality etc), ethical and CSR factors which underpin consumer decisions process and associated tools of marketing decision-making.
· Undertake current research and apply main theoretical concepts from economics, psychology and sociology, consumer behaviour theories and models, any two consumer related external (cultural and group, marketing efforts), two internal factors (consumer demography, motivation, perceptions, attitude personality etc), ethical and CSR factors which underpin consumer decisions making process and associated tools of marketing decision.

· Use CB theory to identify marketing decisions issues (customer complaints, satisfaction using marketing segmentations, marketing mix etc), research objectives,

· propose and justify relevant research methods of data collection and data analysis

40%
Cognitive/ Intellectual Skills(e.g. analysis and synthesis; logic and argument; analytical reflection; organisation and communication
of ideas and evidence)

· Analyse and identify research objectives for developing consumer insight for the organisation,· Critically analyse and synthesise arguments based on key principles, theoretical concepts, theories and model of consumer behaviour, and consumer related two external (cultural and group, marketing efforts), two internal factors (consumer demography, motivation, perceptions, attitude personality etc), ethical and CSR factors that underpin consumer decisions making process and associated tools of marketing decision along with theory application to the given context.
· Collect and analyse data, present results , interprets and critically discus the findings, while linking it to previous literature review

· Develop and justify coherent conclusion and provide suitable consumer behaviour management related recommendation to the organisation.

· Provide critical self-reflection about personal learning journey into understanding of consumer behaviour.

· research beyond the key reading appropriate for the CB

· write a thoroughly logical work, supported by judiciously selected and evaluated evidences

· Investigate contradictory information and identify reasons for contradictions. Thus, producing highly persuasive conclusions.

35%
Graduate Skills for Life and Employment
(e.g. research- related skills; written, graphical and oral communication skills;

group working; problem-solving; practical and professional skills)

· Demonstrate ability to evaluate a range of research informed literature,· Use appropriate academic conventions (e.g. referencing, summaries, paraphrasing etc.)
· Show research-related skills (evidenced by collection and interpretation of data to support findings)

· Evidence written and graphical skills evidence ability to communicate professionally and confidently in a range of formats, at a high standard appropriate for graduate-level employment.

· Evidence problem-solving (is the strategy and recommendation based on the analysis). Thus, evidencing ability in identifying solving a range of complex problems with divergent solution.

· Evidence reflective ability to evaluate own strengths and weaknesses, showing attributes for graduate-level employment

· Evidence practical and professional skills (work has right level of detail/ complexity)

25%
Total