LO1 Identify and select contemporary issues and trends in consumer behaviour within the chosen industry

 Assessment – Individual Report (100% of final mark)

Module Code & Title: MKT9117M Consumer Behaviour

Contribution to Final Module Mark: 100%

Assessment Task: 

The report requires you to choose one brand from a product category and conduct a comprehensive consumer behaviour analysis.

This will require you to do the following with indicative word counts: 

  • Conduct appropriate consumer research in relation to the brand and the product category you have selected- Introduce your brand and provide a history of the brand and its products (500)
  • Based on your research, you will need to identify one key and current issue which has significant implications to an aspect of consumer behaviour providing evidence (e.g., the screenshot of consumers reacting to the issue on social media) (250)
  • Apply two consumer learning theories learnt in the module and how the brand has successfully applied these theories in their marketing and advertising efforts (One advertisement screenshot as evidence for the application of each theory by the brand) (1000)
  • Critically evaluate one consumer learning theory that can effectively address the issue identified in section 2. Discuss how the application of that one consumer learning theory will lead to the change in consumer attitude using one attitude model (1000).
  • Provide two actionable recommendations flowing from your analysis on what the brand could improve or do differently (250).
  • The purpose of the report is to assess your application skills and synthesis of information to a given purpose. Your competencies to research, apply, evaluate and critically analyse consumer behaviour frameworks should be demonstrated with the LO2 Apply and analyse consumer behaviour frameworks to identified issues.  order now


assessment. You need to articulate and justify your argument professionally and provide recommendations which simulate marketing practice.

Learning Outcomes Assessed:

  • LO1 Identify and select contemporary issues and trends in consumer behaviour within the chosen industry
  • LO2 Apply and analyse consumer behaviour frameworks to identified issues LO3 Critically evaluate selected consumer behaviour frameworks
  • LO4 Develop actionable recommendations to improve marketing practice

Knowledge & Skills Assessed:

Researching information;

Ability to use research for evidence-based decision-making; Synthesising information for a given purpose;

Apply and critically evaluate theoretical frameworks; Articulating arguments and justifying decisions.

Assessment Submission Instructions:

Your work must be submitted electronically on Blackboard under assessment via Turnitin by 13/05/2024 at 12 noon.

No paper or e-mail submissions will be accepted.

Please make sure that you submit your work on time, otherwise 10 marks are deducted for each day after your submission deadline.

Date for Return of Feedback: 03/06/2024

Format for Assessment:

The written report should be 3,000 words (excluding cover page, reference list and appendices, social media posts/images).

Please submit your report electronically on Blackboard via Turnitin UK.

It is your responsibility to keep your email receipt of your Turnitin submission.

  • LO1 Identify and select contemporary issues and trends in consumer behaviour within the chosen industry

Marking Criteria for Assessment:


Feedback Format:

Feedback and provisional grades will be available electronically on Blackboard. If you have any specific questions relating to the feedback comments email the module seminar tutor to discuss. Optional face-to-face feedback upon request.

Additional Information for Completion of Assessment:

Useful journals (please make sure you do not just rely on these):

  • Via the University e-library access to the Journal of Consumer Behaviour and Journal of Consumer Marketing

Please also see the reading list for this module.

Learning Resources which will support this assessment include:

Include a front cover stating (there is a template on Blackboard):

  • Name & student number
  • Programme (e.g. MSc Marketing)
  • Title of the report
  • The word count of your report Referencing:
  • If you refer to someone else’s idea, theory, model, facts etc. they must be referenced.
  • Use the Harvard referencing system (details available in the library).
  • You need to correctly cite in the body of the report and provide a reference listat the end of the report (this reference list does not form part of the word count).
  • Failure to include a reference list will result in an automatic fail of this assessment

Please follow to the formatting guidelines:

  • Font / Size:             Calibri, Arial / 12
  • Spacing / Sides:     1.5 / Double Sided
  • Pagination required?        Yes
  • Margins:                            At least 2.54 to left and right and text ‘justified’
  • Referencing:                     Full compliance with Harvard protocols


Assessment Support Information:

Various types of Assessment support have been scheduled during the lecture at various points. The seminars w/c 12/12 and 09/01 and 16/01.

The Blackboard contains Panopto recordings around assessment expectations and journal articles to stimulate further clarification and discussion.

Important Information on Dishonesty & Plagiarism:

University of Lincoln Regulations define plagiarism as `the passing off of another person`s thoughts, ideas, writings or images as one`s own. Examples of plagiarism include the unacknowledged use of another person`s material whether in original or summary form. Plagiarism also includes the copying of another student`s work`.

Plagiarism is a serious offence and is treated by the University as a form of academic dishonesty. Students are directed to the University Regulations for details of the procedures and penalties involved.

For further information, see www.plagiarism.org

Certainly! Here`s a note on consumer behavior:

Understanding Consumer Behavior

Consumer behavior is a complex and dynamic field that examines how individuals and groups select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. It encompasses various factors that influence the decision-making process, ranging from psychological, social, cultural, and economic elements to individual preferences and perceptions.

Key Factors Influencing Consumer Behavior:

  • Psychological Factors: These include individual motivations, perceptions, attitudes, beliefs, and learning processes. Understanding how consumers perceive and interpret information can help marketers tailor their strategies effectively.

  • Social Factors: Social influences from family, friends, peers, and societal norms significantly impact consumer decisions. Reference groups, social class, culture, and subculture play crucial roles in shaping consumer behavior.

  • Economic Factors: Economic conditions, income levels, price sensitivity, and purchasing power affect consumer behavior. Changes in economic factors can influence buying patterns, leading consumers to adjust their spending habits accordingly.

  • Personal Factors: Personal characteristics such as age, gender, lifestyle, occupation, and stage of life cycle influence consumer choices. Marketers often segment their target audience based on these factors to develop tailored marketing strategies.

  • Environmental Factors: Environmental concerns, sustainability, and corporate social responsibility are increasingly influencing consumer behavior. Ethical considerations and brand reputation play significant roles in purchase decisions.

The Consumer Decision-Making Process:

  • Need Recognition: The process begins with the recognition of a need or want, triggered by internal or external stimuli.

  • Information Search: Consumers gather information about available options through various sources such as personal experiences, word-of-mouth, advertising, and online research.

  • Evaluation of Alternatives: Consumers assess different alternatives based on criteria such as price, quality, brand reputation, and personal preferences.

  • Purchase Decision: After evaluating alternatives, consumers make a purchase decision, considering factors like affordability, convenience, and perceived value.

  • Post-Purchase Evaluation: Following the purchase, consumers assess their satisfaction with the product or service. Positive experiences reinforce brand loyalty, while negative experiences may lead to dissatisfaction and dissonance.

Implications for Marketers:

Understanding consumer behaviour is essential for marketers to develop effective marketing strategies and campaigns. By analyzing consumer motivations, preferences, and decision-making processes, marketers can tailor their products, pricing, distribution channels, and promotional efforts to meet consumer needs and enhance customer satisfaction.

Moreover, with the advent of digital technologies and social media, consumer behaviour has become more transparent and accessible to marketers. Big data analytics and advanced market research techniques enable marketers to gain deeper insights into consumer preferences and behaviours, facilitating targeted marketing initiatives and personalized customer experiences.

In conclusion, consumer behaviour is a multidimensional phenomenon influenced by various internal and external factors. By comprehensively understanding the drivers behind consumer decision-making, marketers can better anticipate and respond to evolving consumer needs and preferences, thereby gaining a competitive edge in the marketplace.

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