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MBA404 Consumer Behaviour And Marketing Psychology

tag 0 Download 11 Pages / 2,513 Words tag 01-04-2021
  • Course Code: MBA404
  • University: Kaplan Business School
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  • Country: Australia

Question:

This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviour such as attitudes, group influences. culture. social class. consumer learning processes, and personal buying decision-making processes.
 
In this report, you must demonstrate an understanding and application of various consumer behaviour concepts and theories by analysing the facts gathered from the video and the survey, and present strategic recommendations. You will be required to incorporate recent peer-reviewed literature in order to justify your proposed recommendations.
 
Scenario: Imagine that you have just been employed by the company of your chosen FMCS product that you analysed in your earlier assessments. You have recently learnt that the company's customer loyalty has declined over the last year and that repeat purchases are at a historic low.
 
You have now been asked to prepare a report in which you must critically analyse company's current marketing strategy and marketing communication mix and its alignment to your findings in assessment 1 and 2. More specifically, you will need to determine if identified consumer behavioural factors in previous assessments align with company's current marketing focus. Based on your analysis, you are also required to provide at least three strategic recommendations to the board of directors, along with reasons for recommending further improvements, all of which must be based on scholarly sources. 
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