Posted: October 6th, 2022

Assessment Description. This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2

Assessment Description.

This assessment is a culmination piece, in which you will be given an opportunity to combine the

information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase

an understanding of marketing issues related to consumer behaviour such as attitudes, group

influences, culture, social class, consumer learning processes, and personal buying decision-making

processes.

The Task: Based on the scenario below, you are required to write a 2000-word report. In this report,

you must demonstrate an understanding and application of various consumer behaviour concepts and

theories by analysing the facts gathered from the video and the survey, and present strategic

recommendations. You will be required to incorporate recent peer-reviewed literature to justify

your proposed recommendations.

Scenario: Imagine that you have just been employed by the company of your chosen FMCG product

that you analysed in your earlier assessments. You have recently learnt that the company’s customer

loyalty has declined over the last year and that repeat purchases are at a historic low.

You have now been asked to prepare a report in which you must critically analyse company’s current

marketing strategy and marketing communication mix and its alignment to your findings in assessment

1 and 2. More specifically, you will need to determine if identified consumer behavioural factors in

previous assessments align with company’s current marketing focus. Based on your analysis, you are

also required to provide at least three strategic recommendations to the board of directors, along with

reasons for recommending further improvements, all of which must be based on scholarly sources.

 

Assessment Format

The paper is to be presented in a professional report format and cannot exceed 2000 words. In all

of the responses, whilst your views are important and must be shared, you must cite consumer

behaviour theory to support your position.

Your report MUST follow this professional structure:

Table of Contents

Table of Figures (optional)

Executive Summary (1 page long, no more or less)

Selected FMCG Product Overview (250 words)

Critical Analysis (1150 words)

Strategic Recommendations (600 words) that are logical and feasible.

Appendices (optional)

Reference List (You MUST use Harvard Refencing Style)

 

NB: Title page, Table of Contents, Table of Figures, Executive Summary, Reference List &

Appendices do not count towards the word limit of your analysis

You must use a minimum of 15 references.

Please note that Wikipedia and other ‘popular’ or non-academic sources are not to be

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