Buyer Behaviour

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:

Using theories of consumer behavior discuss and analyse how cultural values and social class influence pro-environmental consumption.

A penalty of 10% of the mark is applied if the word limit is exceeded more than 10% or is below the limit by more than 10%

The ability to access and research appropriate academic literature.

•        The ability to APPLY theories of consumer behaviour or to apply to the essay what was read in the appropriate academic literature

•        Skills of analysis, compilation and structure.

•        Essays should be more than descriptive collations of library material and should illustrate relevant aspects of theory and practice, and demonstrate thoughtful and critical analysis of issues.

•        Marks will be therefore be awarded for evidence of:

• good research skills and the effective use of appropriate literature throughout the essay
• analytical rigour (good analytical skills)
• a critical perspective throughout the essay
• demonstration of understanding of all relevant concepts
• good application of theory to practice
• use of appropriate examples throughout the essay
• practical insight.

Note:  The report must be fully referenced using Coventry University Harvard style.