This assignment is designed to assess the following learning outcomes:
Students must be able to:
Demonstrate an understanding of the main theories in consumer behaviour and how these can be applied in marketing endeavours.
Understand the psychological underpinnings of consumer behavior
Produce a critical analysis of a contemporary issue in consumer behavior
This assignment is an individual assignment.
The coursework comprises of a 2250-word individual essay on the below topic:
Using theories of consumer behavior discuss and analyse how cultural values and social class influence pro-environmental consumption.
A penalty of 10% of the mark is applied if the word limit is exceeded more than 10% or is below the limit by more than 10%