Consumer Behavior and Marketing Psychology

Assessment Description

In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, group and individual differences, culture, family and lifestyle that influence consumer behaviour and consequently consumers’ purchasing decisions. Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey – a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the product or service that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6-page summary of the key findings.

Please note that it is essential to seek “real” and valid participants who legitimately purchased the product or service.

You will need to use theories and concepts related to consumer behaviour discussed in weeks 5 to 8.

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More specifically:

1. Set a goal

2. Design a questionnaire based on the following aspects: Perception

Attitudes Motivation

Group and individual differences Culture

Family and lifestyle

3. Select participants
4. Gather data
5. Analyse data
6. Write a 6-page summary analysis
7. Attach graphical evidence of the survey results as an appendix (not included in the 6 pages)

For those students who have limited experience in using Survey Monkey as a survey and data collection tool, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support.

Assessment Format

Your analysis should follow a professional report structure.

Assignment Coversheet (Signed)

Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more)

Purpose

Development of survey instrument

Administration processes

Data Analysis

Findings

Appendices (Survey Monkey graphical representation of results)

Assignment Submission

This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message.

You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties.