The Assignment for the Buyer Behaviour Module

The Assignment for the Buyer Behaviour Module is;
You are to write a report to analyse an organization of your choice. This could be either product or
service based, and can be either a domestic or international organisation within any industry segment.
You are to conduct a Consumer Behaviour study of a range of products/services that this organisation
offers. Essentially, what are the reasons people buy from this company and how can the company best
position its offering.
Applied to the case you have chosen, including recommendations either positive or negative for the
organization selected.
You will need to refer to a range of current buyer behaviour models and theory, including from the course
text book, – Solomon M.,et al (2014) Consumer Behaviour, A European Perspective
Length-2500 words
Format-Report

. Buyer Behaviour -Assignment Report -some guidelines

Focus of Report
Firstly choose the organisation. You may decide to look at simply an individual product/service or a range from it.
This will depend on the organisation you choose. You might wish to choose an organisation you have access to
and documents within it, or simply one that you have a good knowledge of or are interested in.
The focus is on the consumers, but you will most probably need to assess these through the marketing
communications the company uses. Or you might even like to conduct some primary research and undertake a
brief survey of consumers for this company. Use various models/theories and guidelines from Solomon and others
to apply to the company you choose.
Some possible Format ‘headings’
Although it is best not to be too prescriptive in giving a ‘pro forma’ that hinders your creativity, it is crucial that you
include some headings rather than an essay type continuous piece of writing. The following are some you might
like to consider although you could also combine some of these, and please use wording that feels most natural for
yourself (i.e not just a copy of my wording).
Introduction-simply and briefly about the organisation and product/service represented
Shopping and purchase environment-how is this constructed for the consumer
Perception-to what extent are consumer perceptions, and perspectives of self, satisfied by the company
Motivation and values-in what ways does the company influence these motivations
Attitudes –how does the marketing communications aim to make these positive to their products
Decision making-in which ways does the company aim to focus this on their product/service
Conclusion-final summary of your analysis
Recommendations- for change/continuation of the consumer strategy for your chosen organisation
Bibliography- remember to include referencing in a bibliography and in the text of your report.
Some odd points ;
· Do not use ‘I’ ‘Me’ ‘Self’ ‘My’- this is a formal report