Recent Question/Assignment

There are many individual factors that can influence the behaviour of consumers (needs, motivations, personality, consumer perception, learning, involvement and consumer attitudes).

1. You are required to identify at least two individual 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 social influences (culture, social class or reference groups) impact on the consumer purchase decision process.

2. Show how these two individual influences should be considered along with consumer decision making and experiences as discussed in chapter 10 or 11.

3. Drawing on the theories in chapters 5-11 discuss how marketers (in your organisation) can apply this understanding of individual influences on either consumer decision making or help implement social change or the the acceptance of new innovation, to improve/enhance your firm's marketing strategies.

Provide at least two or more conceptual/theoretical evidences and relevant examples (of your firm and in the marketplace) to support your discussion of each question (1-3).

Assessment Guide

- As this is an academic writing, it is essential that your work is strongly underpinned by solid research, demonstrated understanding and application of consumer behaviour concepts.
- As a guide, use around 1000 words each to answer task 1 and task 2, and around 1,500 words for task 3. While these are three separate tasks your essay should be cohesive with a high integration of theory, example and context that clearly illustrates your knowledge and understanding of the concepts. Deductions will be made for essays more than 10% over or under the word limit.
- Use essay format to answer this question
- Ensure that you draw sufficiently on theoretical concepts of consumer behaviour in your discussion.
- You must reference (cite) the sources you have used. This should be done within the essay and a reference list should be included at the end of your essay/report (place before any appendices if applicable).
- Information on essay writing, referencing and other resources to assist you in this assessment and future assessment tasks can be found in the How To Student Resources folder on Interact 2.


This assessment task mainly covers topics but may also relate to topics 5 -10 and has been designed to ensure that you are engaging with the subject content on a regular basis.

An understanding of consumer behaviour can play a vital role in helping companies or organisationsdevelop and refine marketing strategies. Internal factors such as motivation, attitudes, learning and memory and personality are important determinants of choice.

This assessment task gives you the opportunity to examine particular internal influences in a situation of your choice. This may be in a situation related to your work or in another area of interest.
Marking criteria

Criteria HD: 100% - 85% DI: 84% - 75% CR: 74% - 65% PS: 64% - 50% FL: 49% - 0%
Max Grade
Understanding of relevant consumer behaviour theories Comprehensive/detailed knowledge of topic with areas of specialisation is depth and awareness of the concept of the provisional nature of knowledge Reasonable knowledge of topic and an awareness of a variety of ideas/contexts/frame-works
Has given a factual and/or conceptual knowledge base
and appropriate terminology
Evidence of limited knowledge of topic and some use of appropriate terminology Lacks evidence of knowledge relevant to the topic and/or significantly misuses terminology
Application of consumer theories to a particular market Takes account of complex context and selects appropriate theories Takes some account of context and selects some appropriate theories Recognises defined context and uses standard techniques for that context Context acknowledged but not really taken into account Context not recognised as relevant
Consumer behaviour implications for the marketing strategy of the organisation Consistently demonstrates application of critical analysis well integrated in the text Clear application of theory through critical analysis/critical thought of the topic area Demonstrates application of theory through critical analysis of the topic area Some evidence of critical thought/critical analysis and rationale for work
Lacks critical thought
/analysis/ reference to theory

Quality of examples Uses all available data and examples to evaluate the options. Clear criteria are applied to demonstrate reasons for final outcome. Uses data and examples to evaluate options and selections of final outcome clearly follows from evaluation. Uses data and examples to evaluate some options and selection of final outcome is linked to the evaluation
Presents benefits and disadvantages of some potential
outcomes but without providing clarity on reason for final
Little explanation of how the final outcome/choice was made OR no indication of final outcome/choice.
Referencing Referencing is consistently accurate Referencing is mainly accurate Referencing is mainly accurate Some attempt at referencing
Referencing is absent/

Presentation Shows a polished and imaginative approach to the topic Carefully and logically organised Shows organisation and coherence Shows some attempt to organise in a logical manner Disorganised/incoherent

As this is an academic essay, you must reference (cite) the sources you have used. This should be done within the essay and a reference list should be included at the end of your essay (place before any appendices if applicable).
Headings and subheadings are allowed to identify the three questions you are answering.
Further details on how to reference and avoid unintentional plagiarism can be found at the Student
Services website.