MBA404 | Consumer Behavior and Marketing Psychology Assignment 2 | Marketing

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Assessment Description

In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, group and individual differences, culture, family and lifestyle that influence consumer behaviour and consequently consumers’ purchasing decisions.

Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey – a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the chosen product or service that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6-page summary, analysis and discussion of the key findings from your data collection.

Please note that it is essential to seek “real” and valid participants who legitimately purchased the chosen product or service. You are also required to use theories and concepts related to consumer behaviour discussed in weeks 5 to 8 by incorporating consumer behaviour literature into your analysis. These may include government publications, industry reports, and journal articles.

To start your preparation for this assessment, please follow the following steps:
1.Set a goal (e.g., what are you trying to achieve by conducting this survey, and why?)
2.Design a questionnaire based on the following topics:

Perception    Group and individual differences
Attitudes    Culture
Motivation    Family and lifestyle
N.B.: Please note that not all of these topics may be applicable to your chosen product or service).

3. Select participants
4. Gather data
5. Analyse data
6. Write a 6-page summary analysis
7. Attach graphical evidence of the survey results as an appendix (not included in the 6 pages)

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