Length: 2500 words,
This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not include the cover page, table of contents, or list of references (at the end of assignment).
Formatting: Report and please ensure that the report includes page numbers on each page.
Submission: Lecturer will create a group folder on Blackboard. On due date, one group member submits group report to Blackboard with FULL safe assign report.
For this assignment you need to undertake research with current Holmes students and analyse their decision processes in choosing Holmes as an institution of study in Australia (sample size: 30-50 participants).
You should consider the following factors in each section of your report:
Describe the demographic and psychographic characteristics of the sample students
• Analyse the consumer decision processes involved with choosing Holmes over other providers. (How did they arrive at the decision to study at Holmes and factors that have impacted on their choice?)
Analyse how student motivation, personality and emotion affect their purchasing decision?
Based on your findings, what recommendations can you make to education providers in their effort to recruit international students?
The group report of 2-3 members requires you to report on the specific findings that you were responsible for in your team. Each group member is responsible for a distinct section of the report, which should be indicated in the submission. You need to work together and discuss each other's ideas. The key premise to this assignment is to analyse your practical findings. The report should provide a short review of Consumer Behaviour literature relevant to each topic and an explanation of how the competing/complementary Consumer Behavior theories may be applied to report. Students are expected to demonstrate research beyond the text book and source relevant academic journals.
Additional Notes: It is expected that you explore the topic, consult resources beyond lecture notes and the course text. For an academic work, you are required to primarily use models and theories, found in the textbooks, journal articles, and found through your own research to support your argument/analysis – this should be supported by explanation to show your understanding and application of the concepts.
At least four relevant non-textbook references are required to satisfy the research component. Don't forget to reference all information sources (marks will be lost otherwise)!
The assignment must be in a Microsoft Word document and fully referenced using the Harvard referencing style.