Topic: Consumer Behaviour: Apple Watch Series 5 – Assignment

Consumer Behaviour
The assessment pieces for this course have been designed to ensure that
the learning objectives for the course are met. Each of the assignments
will address topics from the modules covered each week.
The table below links the assessment with the learning objectives and
shows the relative weight of each assessment piece.
Description
Total
Marks
Weighting
(%)
Due date
LO1LO2LO3LO4

  1. A1 100 20 * * *
  2. A2 100 35 * * * *
    3.
    Exam 100 45 TBA * * * *
    Assignment Instructions
    Think about a branded product that you have bought. For example: if you bought a Dell laptop, the brand is Dell and the product is a laptop. You are suggested to select a product for the purpose of this assignment that you have given careful consideration to before the purchase. This product will form the basis of your response to the questions in Assignments 1 and 2.
    In terms of layout and format, you are to use MS Word to develop the assignment. The recommended font is Times New Roman, 12 font size, and 1.5 line spacing. Please use relevant headings and sub-headings as you deem appropriate. A reference list is to be included in the document.
    Assignment 1
    Assignment 1 focuses on the topics covered from week 1-4.
    Please answer the following questions. Maximum word limit 1200 (+/-10%) words (excluding tables, figures, diagrams and references).
    Product Description
  • Clearly provide details of the product you bought. Include the brand
    name, model, etc.
    Value Derived From Purchase
  • What benefits did you derive from the product?
  • What were the costs associated with the purchase?
  • Develop a value equation for the purchase. The value equation
    should include at the benefits (utilitarian, hedonic, social, etc.) as
    well as other costs associated with the product. Clearly differentiate
    and categorise the costs and benefits.
    Perception of Product/Brand
  • What is your perception of the specific product that you purchased?
    How did you develop this perception? You need to discuss the
    various stages of the perceptual process. Upon reflection, did the
    perception change after using the product? Why?
    Motivating Factor(s) behind Purchase
  • What were the underlying motivating factor(s) that led to the
    purchase? What need did it satisfy?
    Brand Image
  • Draw the diagram of an Associative Network for the brand of the
    product (or service that you purchased). Discuss the various nodes
    in the associative network.
    Please employ relevant theoretical concepts in your discussion.
    You are to employ the Harvard AGPS referencing style in your assignment (for in-text referencing and reference list). You may illustrate your
    answers with relevant diagrams.
    Assignment 2
    Assignment 2 builds on your findings of Assignment 1 and relates to the topics covered from week 5-8. You are to answer the questions based on the same branded product you selected for Assignment 1.
    Please answer the following questions. Maximum word limit 2500 (+/-10%) words (excluding tables, figures, diagrams and references).
    Self-Congruency and Self-Concept
  • Explain the match between the branded product and yourself. Use
    the theories in relation to personality, lifestyle and self-congruency
    and self-concept in your discussion.
    Persuasion and Attitude Change
  • Think of a friend or a family member who has a negative (or a
    neutral) attitude towards the branded product you purchased. How
    would you attempt to change their attitude towards this brand? You
    are to employ one of the three theories of persuasion (the
    Elaboration Likelihood model, Balance Theory or Social Judgement
    Theory) to achieve this. Please provide a strong rationale for your
    answer.
    Group and Interpersonal Influence
  • Explain the role that any group may have had on your purchase
    decision.
    Culture and Micro Culture
  • What role did your individual culture (or micro culture) have on your purchase decision?
    Please employ relevant theoretical concepts in your discussion.
    You are to employ the Harvard AGPS referencing style in your assignment (for in-text referencing and reference list). You may illustrate your answers with relevant diagrams.

Type of service-Academic paper writing
Type of assignment-Term Paper
Subject-Marketing
Pages / words-7 / 1925
Number of sources-10
Academic level-Master’s
Paper format-Harvard
Line spacing-Double
Language style-AU English

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