marketing buyer behaviour

Assessment Information

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.

Coursework Questions:

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%