Identify and discuss 2-3 key consumption behaviour topics discussed throughout the semester. In your analysis you will identify sub-topics relating to the key CB topics identified. You will need to think carefully about this section and the analysis approach in order to ensure this section is written clearly and succinctly. 2,000 words max

CB Analysis section: applying theory

Apply individual and social factors to evaluate consumption decision-making.
Sub-headings should comprise of 2-3 key topics YOU identify as impacting decision-making
EG: key factors may be ‘attitudes’, ‘group reference’ etc
When discussing key factors you will develop an argument to include other sub-factors that influence consumer’s consumption of the Brand/product.
Eg: if attitudes is a key factor it is highly likely that you will also discuss how lifestyle, perceptions, marketer influences (strategy) – of course dependent on your brand/product
Structuring the CB analysis section (2000w)
There is no one way to structure this section – some tips
Create a mud-map of how sub-factors link to key factors influencing d-making (similar to a network analysis)
You might find that the key factors are relevant at different stages of decision-making which will assist your analysis
We are interesting in YOUR analysis and the justification of the arguments you present. Your analysis must be objective and substantiated through evidence
Journal articles linking theory to practice
Evidence from broader market

– Analysis – use of marketing tools and theories (eg competitor analysis, perceptual map, network analysis/laddering, integrated use of theory to explain practice).

Apply individual and social factors to evaluate consumption decision-making

– Attitudes (how lifestyle, perceptions, marketer influence come into play)

– Motivation (Maslow’s hierarchy of needs – status orientated, risk taking, impulsive)

– Personality (Freudian theory, extraversion, openness to experience – freedom, excitement)

– Research consumer behaviour; apply theory to attributes of consumer

– What drives their purchasing behaviour?

Affect – feelings or emotion that something evokes

Behaviour – tendency or disposition to act in certain ways towards something (essentially driven by thoughts)

Cognitive- our thoughts, beliefs and ideas about something

MY KEY TOPICS ARE MANLINESS & AUSTRALIAN DRINKING CULTURE.
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Posted on May 9, 2016Author TutorCategories Question, Questions