AMB200 Consumer Behavior Assessment Item 2: CB Report

AMB200 Consumer Behavior Assessment Item 2: CB Report

AMB200 Consumer Behavior Assessment Item 2: CB Report.

This report is designed to help you understand what is known in the academic
and business press about a chosen topic. It requires you to apply a theory,
model or framework to the consumer behavior you are investigating and
recommend some marketing strategies to address the behavior.
Consumer Behavior Topics
Two consumer behavior topics will be specified for this assignment. You should
choose one (1) of these topics as the subject of your Consumer Behavior Report.
Details of the topics will be made available on the unit blackboard site.
Assignment structure and requirements
For your report, you must follow the specified structure detailed below. Please use
these as your headings. The total word count for the assignment is minimum 2700
words to maximum 3000 [excluding reference list and appendix].
I. Context and Problem/Opportunity (~ Approximately. 100 words)
From the topics specified, you need to select one problem or opportunity that is of
interest to you for this assignment. Briefly introduce the specific issue you are
targeting and one opportunity or problem surrounding that issue in a particular
context. You should state whose perspective you are taking (i.e. which organisation
do you represent?). Your context and problem/opportunity should illustrate a real and
plausible situation that marketers face.
II. Literature Review (~minimum 1100 to maximum 1200 words)
Using both academic literature and business press, synthesize the literature on your
chosen topic in your own words. What do we already know about the issue of
interest? You should include AT LEAST ten (10) references, of which AT LEAST
seven (7) should be from reputable academic journals.
Make sure you link the paragraphs together rather than discussing one paper at a

time. This literature should provide evidence for the extent of the problem/opportunity
you identified in Section I, discuss the key factors facing consumers and marketers,
and analyze any marketing strategies that have been previously used to address this
III. Theory/Model/Framework (~minimum 400 to maximum 500 words)
Choose a consumer behaviour theory or model or framework (T/M/F) and apply it to
your chosen topic. You can use a T/M/F from your textbook, but you should cite the
original source of the T/M/F in your assignment. Briefly discuss how this T/M/F can
be used or applied in your topic, or how it has been used before. Do not simply
regurgitate the information from your text; incorporate other sources (perhaps from
your literature review) and be clear and concise.
Some suggested T/M/Fs are provided here, but you are free to choose another if you
find one more suitable. You may also choose a combination of T/M/Fs to analyse but
space is limited. Please remember that your selection of T/M/F is up to you. There is
no “best” T/M/F. You are assessed on your level of your understanding of your
chosen T/M/F and your ability to apply it in your chosen context.
Theories/Models/Frameworks (T/M/Fs) – Some examples:
Consumer Decision Process
 Theory of Planned Behaviour
 Elaboration Likelihood Model
 Motivation Theories
 Personality Dimensions
 Theories of Self
 Situational Influences
Attitude Formation
 Many others
IV. Recommendations (~Minimum 1100 to maximum 1200 words)
Recommend three tactics or strategies to tackle the problem or opportunity you have
outlined. It is suggested that you use the 4Ps of product marketing or the 7Ps of
services marketing to guide your strategies. For example, you might suggest a new
or modified product (service) with one recommendation, target improved distribution
(place) with your second, and perhaps your third recommendation could focus on a
promotion, or you could offer 3 recommendations for promotion, if appropriate.
Make sure that these tactics or strategies specifically relate to the T/M/F you have

applied in Section III and the problem you identified in Section I. You should include
some evidence of your recommendations, such as any images relating to any new
goods/services you may suggest, pricing calculations, distribution layouts or service
delivery process, or creative ideas for any promotional strategies. These may be
included as an appendix (not included in word limit). 

Set out your recommendations as follows:
IV. 1 Recommendation 1: XXXXXX
Justify and support your recommendation with the use of T/M/F and academic
IV.2. Recommendation 2: YYYYYY
Justify and support your recommendation with the use of T/M/F and academic
IV.3. Recommendation 3: ZZZZZZZ
Justify and support your recommendation with the use of T/M/F and academic

V. References (not included in word limit)
Create a reference list that correctly references all of the papers and articles you
used in this assignment.
VI. Appendix (not included in word limit)
Include a maximum of two pages for an appendix with tables and/ or other
supporting information. The appendix must be concise and should provide any
additional evidence to support the assignment.
This is the checklist for the Consumer Behavior Report:
 Use 1.5 spacing, a readable font and 2.5cm margins.
 Provide a cover page with all personal details, including name and student
number, plus tutor information.
 Include your word count (for sections I to IV) on the cover page of the
assignment. The word limit minimum 2700 to maximum 3000 is for the written
part of the assignment (sections I to IV).
 No introduction or conclusion section is required.
 Include a reference list that corresponds to the in-text references. Use a
consistent referencing style throughout the document (APA referencing is

 Use original sources such as journal articles and industry sources. Wikipedia
and other similar sources are not to be referenced in this assignment. Do
NOT reference the lecture notes.
 Include a maximum of two pages for an appendix with tables and/ or other
supporting information.
 Back up and keep electronic copies of your assignment.
 APA 7 th Edition referencing used.

2,700-3,000 words.