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MBA404-Factors That Influence Consumer Behavior

tag 0 Download 14 Pages / 3,278 Words tag 05-02-2020
  • Course Code: MBA404
  • University: Kaplan Business School
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  • Country: Australia

Question:

Assessment Description .

In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, group and individual differences, culture, family and lifestyle that influence consumer behaviour and consequently consumers’ purchasing decisions. Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey – a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the chosen FMCG product that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6- page summary, analysis and discussion of the key findings from your data collection. This discussion must be aligned to YOUR chosen product and consumer behaviour literature should be integrated into this discussion to support analysis.
 
Please note that it is essential to seek “real” and valid participants who legitimately purchased the chosen FMCG product.
 
You will need to use theories and concepts related to consumer behaviour discussed in weeks
5 to 8.
More specifically,
1. Set a goal
2. Design a questionnaire based on the following aspects:
Perception
Attitudes
Motivation
Group and individual differences
Culture
Family and lifestyle
3. Select participants
4. Gather data
5. Analyse data
6. Write a 6-page summary analysis
 
 
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Total 14 pages

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