ASSIGNMENT 1 – (INDIVIDUAL)
CONSUMER ANALYSIS
Due date: 10/08/2020 – Friday, 1700 hrs
Weighting: 20%
Length: 1500 (Approximately)
Task
You need to select one significant purchase that you have made in the last 12 months. It might be
significant due to the importance of the product, or the expense involved or the time it took to make the
purchase decision. In other words, the decision to purchase the product or service should represent a high
involvement decision for you and could be anything from a car, to a piece of clothing, a holiday or a
phone. Once you have identified the significant purchase you will focus on, you are required to use
consumer behaviour theory to critically analyse a set of internal influences on your decision process in
relation to the purchase. The internal factors to consider include perceptions, learning and memory,
motives and values, self concept, personality, and lifestyle. Your analysis should relate the internal factors
above to three general stages of the purchase and consumption process:
● Pre-purchase
● Purchase
● Post-purchase.
Please note that not all of these factors will influence every stage of the process. In your analysis, you
should focus on two issues. The first is how that set of internal factors influenced your pre-purchase,
purchase and post-purchase processes. Second you should try to identify examples where marketers have
attempted to target these factors with their marketing strategy and influence your purchase decision.
Remember to discuss not only those issues related to what you purchased but specifically why that brand,
from that place etc.
Assignment format
This assignment is not a formal report, or an essay, and therefore does not require an introduction or
conclusion. Use Tahoma/ Times New Roman, 12, singe-spacing. You should include the following items
and sections in your assignment:
● Title page (including your name, student number and title of the assignment)
● Purchase decision description
● name the product, service or experience and explain why it was a significant purchase decision.
● Pre-purchase stage
● Outline how any/all/some of the internal factors (perceptions, learning and memory, motives
and values, self-concept, personality, and lifestyle) impacted on all the activities leading up to the
purchase decision
● Purchase stage
● Outline how any/all/some of the internal factors (perceptions, learning and memory, motives
and values, self-concept, personality, and lifestyle) impacted on all of the actual purchase
processes (this may include where your purchased and how you paid or who went with your etc.).
● Post-purchase stage
● Outline how any/all/some of the internal factors (perceptions, learning and memory, motives
and values, self-concept, personality, and lifestyle) impacted on any processes, experiences,
evaluations etc. that you went through after you purchased the product.
● List of references
● Your assignment should contain at least three academic references (textbooks and or journal articles, or
high quality online sources) to theoretically support your analysis.
Marking criteria for assignment 1
Learning goal Evaluation Weighting
Problem solving 4-5 – Student has identified a suitable purchase /5
and has been correctly identified each stage of
the process and matched this with influencing
factors.
3 – Student has not fully justified the
significance of the purchase or outlined each
stage of the process. Some influencing factors
are identified.
0-2 – Student has not chosen a suitable
purchase and has not correctly outlined each
stage of the purchase or identified relevant
influencing factors.
Critical thinking 4-5 - Student has correctly identified and /5
discussed the theoretical frameworks that
explain the influencing factors at each stage of
the process.
3 – Student has identified and discussed some
of the theoretical frameworks that explain the
influencing factors at each stage of the process.
There may be a lack of appropriate supporting
discussion or a lack of understanding of the
theoretical concepts.
0-2 – Student has not understood or discussed
the theoretical frameworks that explain the
influencing factors at each stage of the process.
Reflective 4-5 – Student has been able to reflect on their /5
practice own purchase behaviour and relate their
cognitive and behavioural activities to the
relevant consumer behaviour theory.
3 – Student has been able to reflect on some of
their thoughts or actions in relation to the
purchase but has not been able to fully or
effectively explain their cognitive and
behavioural activities in relation to all the
relevant consumer behaviour theory.
0-2 – Student has not been able to reflect on
their own cognitive and behavioural purchase
activities at all and has not been able to relate
their actions to consumer behaviour theory.
Written 4-5 – Student has produced an assessment /5
communication piece that is well written and follows the
skills conventions of English grammar and
punctuation. The piece of writing is supported
by appropriate and correct referencing and is
professional in its presentation and tone.
3 – Student has produced a piece of writing that
generally follows the conventions of English
grammar and punctuation. The writing will
have some issues in relation to its
professionalism in that there may be errors or
gaps in the written flow and argument. Mostly
the conventions of referencing will be followed
and the piece will be of a reasonable standard.
0-2 – Student has produced an assessment
piece that is not of a professional standard.
There will be many errors, incorrect style
and/or incorrect or inappropriate referencing
used. The writing style will be clumsy and
show evidence of poorly convinced ideas and a
lack of attention to detail.
TOTAL /20
