Onsumer and Organisational Buyer Behaviour-Individual Report

Consumer and Organisational Buyer Behaviour
Assessment item 1 Individual Report

This assessment item relates to the course learning outcomes 1, 2, 7 and 8 as stated in Part A.
Course learning outcomes
On successful completion of this course, you should be able to:
1. discuss and critically evaluate how consumer behaviour principles can be used as a conceptual framework to help managers understand and solve marketing problems
2. critically evaluate the influence of the internal factors of perception, motivation, learning, attitude, personal characteristics and personality on the behaviour of customers
7. critically analyse the main trends in buyer behaviour theory, research and applications
8. suitably apply models of consumer decision making to specific examples of consumer behaviour.

There has been a proliferation in personal care services in the marketplace that we have access to in order to maintain or improve ourselves for example  massage, chiropractic, sports coaches, beauticians, facials, manicures and pedicure. Consumers are spending more and more money on treating themselves in this manner whether for medically recommended remedial massage or a purely indulgent facial on a Friday afternoon.
This assignment requires you to look at decision making in relation to these kinds of personal care services  given free choice of the entire range of available services, different people will make different choices
You are required to apply decision making theory to this consumption choice. Develop a list of evaluative criteria for this behaviour; what is considered important when people are choosing amongst alternatives? This could be the level of benefit sought, level of relaxation, price, convenience, whether it was for a special occasion and so on. Talk to other people in developing this list of 6 or 7 evaluative criteria.
Develop a list of 6  8 different personal care services that a person might choose from. Create a matrix as per the compensatory decision rule (evaluative criteria against service offerings). Allow a spare column for importance rankings for each of the evaluative criteria.
Interview 4 people to ascertain which of the services held most appeal to them and why. Your respondents must have some interest in at least one of the services or your analysis will be irrelevant.
- Apply the compensatory decision rule matrix allowing each respondent to rank the importance of each criterion.
- Allow each respondent to then rank the service offerings against the individual criterion.
- Total up the weighted score to indicate which of the services the respondent  should have chosen according to the model. If this was not the service they originally expressed interest in, analyse why this difference occurs (are they operating under a different decision rule for this consumption choice?)
Analyse the decisions of your 4 respondents with regard to their characteristics  why did different people choose different services? Was it impacted upon by their demographics, their culture, their social class or family and friends?
Use theory from these areas to explain why your respondents expressed different tastes and preferences. You MUST support your findings with theory.
- Choose respondents who are different from each other in their characteristics and interests  this will provide for more colourful analysis
- Ensure you  introduce the reader to the characteristics of your respondents before your analysis of those you have interviewed. For example identify their socio demographic and personality characteristics.
Assessment criteria

Your report should include at least 15 references, of which 10 are journal articles. You may include any contents in the report that you consider appropriate however the basic content features such as introduction and conclusion should be clear. Proper academic referencing is required and Harvard style is preferred.

Report Format :

1includes correct report format, presentation, writing style, referencing /6%

2Develop list of evaluative criteria / 5%

3Decision matrix /5%

4-Interview with 4 respondents applying the decision matrix
-inclusion of details of the completed matrices for each respondent, integrated into the report
-clear illustration of their selections and brief narrative about their decision /8%
5-Analysis of the individual decisions using:
-characteristics of respondents
-decision theory /16%
6-Support with theory /10%
Total /50%

Where you are required to conduct a literature review for your assignment or to justify your views with supporting literature, it is imperative that you use suitable sources. While it is fine to garner ideas from a variety of online sources, your references and theoretical support MUST come from scholarly journals. When you conduct literature searches via the library databases of Proquest, Emerald etc ensure you select only peer reviewed scholarly journals (this is a selection option on your searches).
Do not utilise sources such as tutor2u.com, If you rely on such sources for theoretical support you will be deemed NOT to have met the requirements of the assessment and you will not pass.
Course synopsis
While we are all consumers in day to day life, few of us fully understand the internal and external mechanisms driving us to behave in certain ways and make specific buying and consumption decisions what drives us to study, to our choice of car, to body art or even to socially undesirable behaviours such as compulsive gambling? What of the organisational buyer who purchases for business rather than for personal consumption are different combinations of forces driving their decision? Are our decisions impacted by internal drives within ourselves or by forces in our external environment such as family and culture. In reality it is often a combination of these influences, thus it is important to understand not only where those influences are coming from, but also how they interact with each other to result in a consumer decision. To facilitate thorough understanding, students are exposed to models and frameworks of consumer decision-making and the effects that various individuals and external influences may have on their actions and decisions.
” Widing, R, Sheth, J, Pulendran, S, Mittal, B & Newman, B 2003, Customer behaviour: consumer behaviour and beyond, Thompson, Southbank.

Required reading material
Students must have access to Internet facilities in order to be able to access the required reading material which is available only through the specified library databases such as Emerald and ProQuest. There are NO printed resource readings for this course
1-1: Wilson, DF 2000, Why divide consumer and organisational buyer behaviour, European Journal of Marketing, vol. 34, no. 7, pp. 780-796, (online Emerald).
1-2: Mitchell, AS 2002, Do you really want to understand your customer, Journal of Consumer Behaviour, vol. 2, no. 1, pp. 71-80, (online Proquest).
2-1: Anonymous, 2004, Consumer behaviour: knowledge is power, In-Store, June, p. 55, (online ProQuest).
2-2: Matthews, V 2003, How to dig deeper into the consumer mind: increasing sophisticated techniques are being used to go beyond the usual questionnaire and find out what people really think, Financial Times, 9 October, p. 17, (online ProQuest).
2-3: Lin, MY & Chang, LH 2003, Determinants of habitual behaviour for nationals and leading brands in China, Journal of Product and Brand Management, vol. 12, no. 2/3, p. 94, (online ProQuest).
3-1: Belch, MA & Willis, LA 2002, Family decision at the turn of the century: Has the changing structure of families impacted on the family decision-making process, Journal of Consumer Behaviour, vo