THE TOPIC IS CONSUMER MOTIVATION Task Overview Length: Individual report of 3,000 - 3,500 words (±10% is acceptable), not including cover pages, content pages, reference pages or appendices; must be typewritten (double-spaced)

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THE TOPIC IS CONSUMER MOTIVATION

Task Overview

Length: Individual report of 3,000 - 3,500 words (±10% is acceptable), not including cover pages, content pages, reference pages or appendices; must be typewritten (double-spaced).

This assessment requires students to conduct an observational study on a topic of their choice. The following tasks will guide students through the requirements of this assessment: 

a.            Identify the key consumer behaviour topic/issue to be addressed in the assessment, including why the topic/issue is of managerial importance to the chosen brand/company/industry/community/society.

b.            Observe and report on the consumer behaviour that occurs at a public place of consumption (one in which students can unobtrusively observe what goes on, e.g., retail outlet, fitness centre, movie theatre, entertainment centre, flea/Sunday market, university campus, supermarket, etc.). Students should spend AT LEAST   four hours observing consumers in the selected consumption spot. Take detailed field notes relating to consumption behaviours observed. It may be useful to record other details such as date and time of observation, physical environment, weather, retail employee behaviour, atmosphere, marketing tactics, etc. 

Based on the insights gathered from the observational study, students are required to write an audit report. In the report, students are expected to document the observation and findings. Students MUST   attach the field-note (usually handwritten) as part of the appended information.  Discuss how consumer behaviour concepts (Consumer motivation.)  can be used to explain these observations or findings. The report should also include specific recommendations to the company (or industry) on how to address the consumer behaviour topic/issue under investigation. Students are expected to draw on additional information from academic journal articles as part of the report materials.

This report takes the following format:

•             COVER PAGE: lists your name, student number, stream number, assignment due date, the topic, teaching assistant/lecturer’s name on a separate page.

•             CONTENTS PAGE: lists in order, the headings and subheading of the report including the page number on which it commences-on a separate page.

•             EXECUTIVE SUMMARY (approximately 300 – 400 words): An Executive Summary summarises the key points of a lengthy research report. Typically, an Executive Summary is ONE (single-spaced) page in length. The Executive Summary should be organized according to the following categories:

o             Project Summary – What is the project, and why was it conducted?

o             Process – What type of data was collected? What process was used to conduct the research?

o             Finding & Conclusions – What were the major findings or results? What are the implications?

o             Recommendations for Action – What future steps/strategies/tactics are needed to address the topic/issue?

•             INTRODUCTION (approximately 250 – 300 words): background information to set the scene for the report. It is important to include the key consumer behaviour topic/issue to be addressed in this section.

•             DISCUSSION (approximately 1400 – 1600 words): discussion of the observational outcomes and findings; explain how consumer behaviour concepts can be applied to the topic/issue you are studying. You are encouraged to use research findings and recommendations obtained from academic journal articles as a guide for your discussion.

•             RECOMMENDATION section (approximately 900 – 1000 words) that tells the reader: What it is that you recommend the reader do about the topic/issue.

•             CONCLUSION (approximately 250 – 300 words) that summarises: What the report was about.

•             REFERENCES: APA referencing style. You are expected to use a minimum of FIVE academic references to construct the report.

•             Appendices (if any): these contain any other material that supports the findings, conclusions and recommendations — e.g. field-note (COMPULSORY), photos.