Consumer Behaviour and Insight | My Assignment Tutor

1Higher NationalsAssignment Brief – BTEC (RQF)Higher National Diploma in Business Management Learner NameIDProgramme NamePearson BTEC Higher National Diploma in Business ManagementUnit Number and TitleUnit 37 – Consumer Behaviour and InsightCredit Value15Unit Level5Academic Year2020-21CohortSeptember 2019AssessorMohammad IslamAssignment TitleConsumer Behaviour and InsightIssue Date03/03/2021Submission DeadlineSunday 09 May 2021 at 23:59IV NameKashif KhanIV Date02/03/2021Statement of Authenticity:I certify that the work submitted for this unit is my own and the research sources are fullyacknowledged.Learner Name: Date: Guideline for Final Submission• The submission must be in the specific format(s) as specified in the assignment briefinstructions.• The assignment should be submitted in a MS Word© format, or equivalent.• Please read the assignment brief carefully.• Ideally, you should start writing your assignment as soon as you receive theassignment brief. You are expected to complete the assignment before Week 8 andobtain formative feedback from your Assessor during teaching week 9 and 10.• Please access HN Global for additional resources to support and reading for thisunit. For further guidance and support on report writing please refer to the Study 4 Skills Unit on HN Global www.highernationals.comSubmission FormatThe submission is in the form of an individual case study including a road map/story board.This should be written in a concise, business style relevant to the target market using 1.5 linespacing and font size 12. You are required to make use of headings, paragraphs, illustrations,images and subsections as appropriate, and all work must be supported with research andreferenced using the Harvard referencing system. Please also provide a reference list usingthe Harvard referencing system. The recommended word limit is 2,000–2,500 words, althoughyou will not be penalised for exceeding the total word limit.Unit Learning OutcomesLO1 Demonstrate the ability to map a path to purchase in a given category, including thedecision-making processLO2 Evaluate appropriate forms of research to understand influences on the decision-makingprocess (B2C and B2B)LO3 Evaluate how marketers influence the different stages of the decision-making process(B2C and B2B)Assignment Brief and GuidanceScenario and activity:You work as a junior account executive for a leading consumer market research company ofyour choice. You can select your own place of work if appropriate. You have been tasked byyour line manager to produce a case study including a road map/story board that considers indetail what drives and what makes up a consumer decision to purchase. The case study willbe used to support the organisations new business development activity.The case study should include the following:1. Explanation and analysis of the stages of the consumer journey using a visual roadmap/story board for a chosen B2C product/service clearly showing and illustrating the path topurchase.2. Identification (with a full justification) of the factors that influence the different stages ofconsumer decision-making process and how this compares and contrasts with B2C and B2Bproducts/services.3. Evaluate how elements of the marketing mix influence the decision-making process,supported by further examples and case study illustrations. For example, the influence ofculture and sub-culture on consumer behaviour and/or the role of opinion leaders.Learning Outcomes and Assessment CriteriaPassMeritDistinctionLO1 Demonstrate the ability to map a path to purchase in agiven category, including the decision-making process.LO1, LO2 and LO3D1 Critically evaluate theapplication of appropriatetheories, concepts and modelsP1 Explain and analyse thestages of the consumerdecision-making journey for agiven product/service.M1 Evaluate howmarketers are respondingto the decision-makingprocess, applying relevant 4 P2 Explain why it is importantfor marketers to map a path topurchase and understandconsumer decision-making.concepts and models.that influence and impact uponthe decision-making process,supported by specificLO2 Evaluate appropriate forms of research to understandinfluences on the decision-making process (B2C and B2B)P3 Compare and contrastthe key differences of thedecision-making process inthe context of B2C and B2B,providing specific examples.P4 Evaluate the differentapproaches to market researchand methods of research usedfor understanding the decisionmaking process in both B2Cand B2B contexts.M2 Provide a coherentand justified evaluation ofhow different factorsinfluence decision-makingand buying behaviour,supported by specificexamples.LO3 Evaluate how marketers influence the different stagesof the decision-making process (B2C and B2B)P5 Evaluate how marketers caninfluence the different stages ofthe decision-making process ofB2C and B2B, giving specificexamples.M3 Critically evaluate howmarketers influence eachstage of the decisionmaking process withreference to relevantmethods and modelsapplied. Academic Misconduct:Plagiarism is presenting someone else’s idea in your own name. Hence, it is important not touse information directly from any published sources such as books, journals or websiteswithout paraphrasing and referencing the materials. It is also imperative for you not to copyanything from another student’s coursework and submit in your name (collusion). If similarityis found with another learner’s work or from other published sources, suspected work will beinvestigated in accordance with procedures set up by the college. Please read AcademicMisconduct Student Guide in College website for further details:


Leave a Reply

Your email address will not be published. Required fields are marked *