Assignment Requirements:
For this assignment, you are to select one of the brands nominated in your first assignment. Assignment 2 is designed to enable you to apply the theoretical knowledge about the behaviour of

buyers/consumers to a specific area of marketing.
This assignment will require you to apply, where appropriate, detailed information about market segmentation, involvement, attitudes, group influences, social class, opinion leadership, and

decision making. You will need to draw upon the knowledge about concepts, definitions, and theories of buyer behaviour that you have acquired from reading Schiffman et al. (2011) and the

additional knowledge gained in the journal article. By the end of this assignment you should be able to develop a detailed, complex, and theoretically substantial profile of the target market

linked to your offering
“In the previous assignment I use BMW (SUV) as the preferred brand”
Below here is what required to do.
Buyer Behaviour
–    Attitudes
•    Formation of attitude
?    Tri component model (conation, cognition, affection)
?    Attitudes towards object (positive)
?    Attitudes towards behaviour (connotative)
•    Attitudes change strategies
?    Basic motivation factors
?    Adding attitudes
?    ELM (central or peripheral)
–    Message
•    Positive / negative farming
•    Comparative

–    Family
•    Roles of the family
•    Influences of family members

This assignment is designed to assess the following learning outcomes:

Students must be able to:

*Demonstrate an understanding of the main theories in consumer behaviour and how these can be applied in marketing endeavours.
* Understand the psychological underpinnings of consumer behavior
*Produce a critical analysis of a contemporary issue in consumer behavior

This assignment is an individual assignment.

The coursework comprises of a 2250-word individual essay on the below topic: