The assignment has distinct stages:

1. Collect data on your own purchases for seven days;
2. Gain knowledge of consumer behaviour theories/concepts—lecture and reading of the set text;
3. Discussions with other class members and the lecturer about how to record and analyse the purchase data; and
4. Write and submit the report.

Ideally, you should start collecting purchasing data no later than week 2. You will be provided with a sample (Excel file) of how to record your purchases that you can use as a ��guide’. This will also be available on Moodle. The more data you collect the better the analysis and hopefully, a better mark. You will also get to see a sample finished report to help you better understand what is required to obtain a high grade.

THIS ASSIGNMENT MUST BE DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR SHOPPING

YOU THEN PUT YOUR SHOPPING BEHAVIOUR IN THE CONTEXT OF MARKETING AND CONSUMER BEHAVIOUR THEORIES/CONCEPTS.

DO NOT WRITE A THEORETICAL PAPER TO WHICH YOU ADD A FEW COMMENTS ABOUT YOUR SHOPPING.

Value: 20% of your final mark Due Date: 06th January 2014
Style: Business report Submission: Level 4 – Submission inbox
Length: 2,000 – 2,500 words Marking criteria: See end of this CD
Detail: Handout and Moodle

Overview
The overall purpose of Assignment One is have you grasp the challenges of understanding the consumer and how an understanding of consumers is a key input into the development of an effective (the right type) and efficient (minimal or no waste) marketing mix strategy.

In Assignment One you will track and detail every purchase you make in a week and note what occurred in the decision making process (DMP) and the influences on the DMP for every purchase decision. These purchases need to be recorded in an Excel matrix. In addition, you will nominate a high-involvement product that you are likely to purchase in the near future or one that you recently purchased and describe your purchasing behaviour—this task is to help you explore how shopping e.g., for everyday grocery items differs from items such as a laptop, or a car or a family holiday.

With the support of marketing theory and consumer behaviour theory you will analyse your own purchasing behaviour (based on the data in the matrix). To do so, it will be important that you begin by describing yourself as a consumer. For example, ��the consumer is a 25 year old male who has been married for 2 years, has a wife who also works part-time in health services, has no children, is in full-time employment as a professional manager, favours branded products—particularly for high tech products—rarely goes grocery shopping and prefers to search and buy online for as many products as possible’. Note—this description is only an example—there may be other relevant aspects you could describe as well.

Further, you need to detail how and in what ways marketing and consumer behaviour theories, and perhaps even the purchases recorded in the matrix, influence (or influenced) your decision making process for you nominated product.

The objective of the assignment is to come to a set of insights regarding consumer behaviour that would be a benefit to a marketer.