In class, we have discussed the various internal and external factors that affect consumer behaviour. Trying to observe your own consumption behaviour is an excellent way to grasp the significance of the various theoretical concepts. For this assignment, you are required to construct an image of yourself as a consumer by describing the internal and external factors that influence your consumption behaviour.
Due Date and Submission Instructions
Your assignment is due on Thursday 23rd of March at 3pm. Your assignment must be submitted electronically via the ‘Safe Assignment’ function on Blackboard. ‘Safe Assignment’ is a web-based tool which provides an online plagiarism prevention service for both lecturers and students. The plagiarism detection software will compare your assignment with your classmates’ assignments, previous year’s assignments and search the internet and electronic journal databases for instances of plagiarism. Late assignments will be penalised at rate of 10% per day or part thereof. The word limit for this assignment is 1200 words (excluding the reference list).
For this assignment, you are required to analyse your behaviour by constructing a description of yourself as a consumer. Draw upon your consumption behaviour to describe yourself and connect it to the theoretical discussions by examining how some of the concepts you have learned in the course show up in your own behaviour. Make sure to concentrate on the internal and external factors that affect your consumption i.e. your personality, lifestyle, culture, household structure, etc.
For this section of the assignment you are required to reference the textbook when describing consumer behaviour theories. For example, you may write:
…The online VALS survey indicated that I belonged to the Experiencers segment. Schiffman, Kanuk and Wisenblit (2010) suggest that Experiencers are motivated by self-expression. I tend to agree with this analysis. Much of my consumption has expressive qualities. For example, I purchased a new Louis Vuitton handbag similar to one I saw on Gossip Girl. If I was less concerned about expressing my self and trying to remain fashionable, then I could have purchased a cheaper alternative that had the same functional qualities for much less.
I don’t however feel bad about this. I enjoy looking good, and I like it that my peers (my reference group) see me as fashionable. In fact, I think many of them see me as an opinion leader as they often ask me for fashion advice. Schiffman, Kanuk and Wisenblit (2010) suggest that opinion leaders are highly motivated to tell others about their dissatisfaction with a purchase. I believe that this describes me perfectly. For example, recently, when I was shopping with my friend Reem, I told her not to purchase the Diesel jeans as they have a tendency to tear at the seams. This knowledge was based on my past experience… [Continues…]
Schifmman, L.G., L.L. Kanuk, and J. Wisenblit (2010), Consumer Behavior: Global Edition, 10th Edition, Pearson and Prentice Hall, Upper Saddle River, NJ.
Consumer Behavior Consumer Portrait
Sophisticated Highly Competent Fairly Competent Not Yet Competent Mark
Correct application of a variety of theoretical concepts The portrait successfully demonstrates a thorough understanding of a variety of topics discussed in class and in addition demonstrates an understanding of some further consumer behaviour theories. The portrait fully meets the parameters outlined and successfully demonstrates a thorough understanding of a variety of topics discussed in class. The portrait demonstrates a shallow understanding of some of the theoretical concepts discussed in class. The student does not comprehend a number of the theoretical concepts discussed in class. /6
Insightful reflection of own consumption experiences The student has effectively reflected on their own consumption experiences in an insightful manner and has gone beyond the ordinary with creative illustrations. The portrait fully meets the parameters outlined and the student has effectively reflected on their own consumption experiences in an insightful manner. The student has conducted some reflection of their own consumption experiences but insights are limited. The student has not adequately reflected on their own consumption experiences. /6
Clarity, structure and presentation The paper is extremely well- structured, extremely well- written, of acceptable length and utilises appropriate referencing and formatting. The paper is well- structured, well- written, of acceptable length and utilises appropriate referencing and formatting. The paper is lacking in one of the following areas: structure, quality of expression, acceptable length, referencing and formatting. The paper is lacking in quality in a number of the following areas: structure, quality of expression, acceptable length, referencing and formatting
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