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Individual Consumer Analysis
Overview
The overall purpose of this assignment is to build your understanding of the consumer and how an understanding of consumers is a key input to the development of an effective (the right type) and efficient (minimal or no waste) marketing mix strategy (assessment 2).
THIS ASSIGNMENT IS DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR SHOPPING. YOU NEED TO RECORD EVERY ITEM SEPARATELY. THE MORE YOU SHOP THE MORE DATA YOU HAVE TO ANALYSE. YOU EXPLAIN YOUR SHOPPING BEHAVIOUR BY MAKING REFERENCE TO APPROPRIATE MARKETING THEORIES AND CONCEPTS.
TO CONDUCT THE ANALYSIS YOU WILL NEED TO ‘PLAY AROUND WITH THE DATA’, E.G. SPENDING ON NATIONAL BRANDS V HOME BRANDS, PAYMENT BY CREDIT CARD V CASH, PERCENTAGE SPENT ON NECESSITIES (FOOD) V TREATS (A WEEKEND AWAY), ETC. THIS ANLYSIS IS CRITICAL TO PRODUCING A HIGHER QUALITY REPORT. IN THE BODY OF THE REPORT DO NOT WRITE, AS SOME STUDENTS HAVE, ‘ON FRIDAY I BOUGHT A COFFEE FOR $6 AND A PIECE OF CAKE FOR $7.’
DO NOT WRITE A THEORETICAL PAPER.
YOUR REPORT WILL HAVE A NUMBER OF TABLES AND CHARTS—DO NOT JUST PUT THEM IN WITHOUT THEM HAVING A RELEVENT TITLE AND SOME REFERENCE MADE TO THEM.

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