Buyer Behaviour: Critically evaluate how consumer motivation

 Module Assessment
Coursework 1: Individual Assignment
Critically evaluate how consumer motivation, perceptions, learning and attitude formation (including
emotional drivers) could influence purchasing of your chosen product. In addition to taking a broad view you
will need to refine your analysis to consider a specific example.
? Format: The assignment is to be presented in a format of a Business Report. Your writing should
include references within your text with a full list of references at the end of your document using
the Harvard referencing format – CULC referencing guide.
? Word count: The word limit 2,000 words(this does not include reference list and appendices – no
more than four pages).
? Weighting: This assessment counts 40% towards your overall module mark.
? Submission: Each student will submit coursework 1 (with a name and student ID) via Moodle by 9am
on Monday 23 May 2016 (week 6) .
Assessment Criteria
? LO1: Critically evaluate alternative theory on the nature of the individual consumer.
? LO2: PART A Analyse psychological and social influences on consumer behaviour (Part A focus is on the
psychological issues)
? LO2 PART B Analyse psychological and social influences on consumer behaviour. (Part B focus here is on
the social influences)
? LO3: Evaluate influences of culture on consumer behaviour.
? LO4: Demonstrates the ability to synthesise and communicate information in a manner intended for its
appropriate audience.
? Understanding the concepts of human behaviour concepts and their influence on consumer decision
making.
? Knowledge and understanding of relevant marketing theory, models and frameworks.
? Quality of resources used.
? Coverage of all aspects of the assignment requirements.
? Level of Critical Analysis
? Overall evaluation and interpretation of data.
? The ability to consider and examine different perspectives (both academic and non academic) and how
they may influence the student’s own point of view.
? Practical application
? Conclusions
? Professional presentation: Language