TASK 1 Develop the research subject’s profile by providing general non-confidential information about him/her (you can disguise this individual’s identity). Explain why you consider this person to be a non-typical consumer. 10 marks

TASK 2 Develop a clear and concise description of the consumption context:  

a)relevant goods/services; 

b)how these goods/services help the research subject to accomplish his/her goals; 

c)situations, i.e. when, where, with whom, and how consumption occurs; and 

d)the research subject’s resources (other products/services, personal relations/networks, formal & informal institutions (e.g. clubs, associations), time, money etc.) that allow him/her to engage in these consumption practices. 10 marks

TASK 3Based on the results of the short conversations, your analysis of these results, and the consumer behavior theories you have learned so far develop a description of the following:

the subject’s unique/idiosyncratic perception of the central product/service (and the company) 10 marks

positive reinforcement (of any type) that strengthens the subject’s commitment to consumption practices under focus 10 marks

unique warm memories associated with these consumption practices 10 marks

a brand archetype (personality) that appeals to the subject

Reminder: Enclose the scanned copy of your short conversation notes as an appendix. 10 marks

TASK 4Reflect on your first consumer investigation/interviewing experience and develop a 1.5-2.5 page summary on how Tutorials 1, 2, & 3 helped you complete the assignment tasks. 20 marks

TASK 5Structure and write the report. 

This assignment is to be written in a report format, as if you are submitting this to an employer. Further instructions will be provided to you during this course. 20 marks

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