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Unit 37 Consumer Behaviour and Insight City college

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Unit 37 Consumer Behavior and insight assignment help UK

HND Assignment Brief Session: September 2020/21
Programme titlePearson BTEC HND in Business (RQF)
Unit number and title37Consumer Behaviour and Insight
Assignment number & title1 of 1Consumer Behaviour and Insight
Unit Level5Credit Value: 15
Assessor(s)Pronab Mondal / Mehul Halari
Issue Date20 February 2021
Final assignment submission deadline02 July 2021
Submission instructionsOn completion, assessments should be uploaded before the submission deadline, through Turnit In, located through the Unit introduction page on Canvas. You will receive a receipt to acknowledge your submission of evidence. This ensures that there is a clear audit trail for submission of assignments. Any extension or deferral requests must be submitted in advance of the assessment deadline and agreed, in writing with the unit leader. Where a submission is submitted later than the agreed deadline without an application for an extension or deferral being approved that submission will be capped at a ‘Pass’
Resubmission deadlineTBA
   General GuidelinesThe work you submit must be in your own words. If you use a quote or an illustration from somewhere you must give the source.Include a list of references at the end of your document. You must give all your sources of information.Make sure your work is clearly presented and that you use readily understandable English.Wherever possible use a word processor and its “spell-checker”.The work you submit must be in your own words. Include a list of references at the end of your document. You must give all your sources of information (this must be in accordance with the Harvard referencing system).Make sure your work is clearly presented in chronological order and has a logical flow. English presented within the body of your assignment must show academic proficiency and comply with academic requirements.  If an individual has additional learning needs these should be appropriately assessed and met.
 FeedbackIn-class feedback will be available from draft submissions on a task-by-task basis in the form of formative feedback and also for initial submission (formative feedback will not include any indication of final grades, the process will focus upon supporting development). Summative feedback will be provided within 3-4 weeks of the assignment submission however; final grades will be released in accordance with organisational policies and procedures. Please note you will be required to authenticate receiving your summative feedback.
 Internal verifierAdeel Sarim
 Signature (IV of the brief)A SarimDate20.02.2021


Aim

This unit is designed to enhance students’ knowledge and understanding of the consumer’s decision-making processes, from needs recognition through research, the evaluation of alternatives, purchase and post-purchase evaluation. While students will learn the underpinning theories and frameworks, they will also be expected to relate these to real-world examples, including their own personal experiences.

The knowledge, understanding and skill sets that students will gain on successfully completing this unit will enhance their career opportunities; whether setting up in business independently or being employed by an organisation.

Learning outcomes and criteria covered by this assignment:

Edexcel Grading Criteria

This assignment/portfolio will be assessed according to the following grading criteria:

*NB: It is not accepted practice to submit assignments that present the grades, pass, merit and distinction as separate entities.  A holistic integrated approach must be used whereby the criterion appears seamless within the body of the text.

Plagiarism and collusion

Any act of plagiarism and collusion will be seriously dealt with according to the City College Limited regulations. In this context the definition and scope of plagiarism are presented below:

  • Using the work of others without acknowledging the source of information or inspiration. Even if the words are changed or sentences are put in a different order, the result is still plagiarism (Cortell 2003).
  • Collusion is described as the submission of work produced as a result of the collaboration between two or more parties. Additionally, collaboration entails the sharing of one person‘s work with others who submit either all or part of their coursework ―as their own.
  • Contract Cheating – the Use of Third-Party Services and Essay Mills The purchasing of essays from a third party and passing them off as a student’s original work is taken very seriously by both the College, by De Montfort University, and by Pearson Edexcel. The teaching practices, delivery methods and generally smaller class sizes within the College allow our staff to become more familiar with a student’s academic style and capabilities making them more able to detect fraudulent submissions that may nor otherwise be detected through Turnitin software. 
Learning Outcomes and Assessment Criteria 
Pass Merit Distinction 
LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision-making process.  LO1, 2 & 3  D1 Critically evaluate the application of appropriate theories, concepts and models that influence and impact upon the decision-making process, supported by specific examples and contexts.
P1 Explain and analyse the stages of the consumer decision-making journey for a given product/service.   P2 Explain why it is important for marketers to map a path to purchase and understand consumer decision-making.  M1 Evaluate how marketers are responding to the decision-making process, applying relevant concepts and models.
LO2 Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B).
P3 Compare and contrast the key differences of the decision-making process in the context of B2C and B2B, providing specific examples.   P4 Evaluate the different approaches to market research and methods of research used for understanding the decision-making process in both B2C and B2B contexts.M2 Provide a coherent and justified evaluation of how different factors influence decision-making and buying behaviour, supported by specific examples.
LO3 Evaluate how marketers influence the different stages of the decision-making process (B2C and B2B)
P5 Evaluate how marketers can influence the different stages of the decision-making process of B2C and B2B, giving specific examples.M3 Critically evaluate how marketers influence each stage of the decision-making process with reference to relevant methods and models applied.

In order to achieve all learning outcomes within this unit, you will be required to complete all the given tasks. Your work can be presented in a range of formats, either a type written report, a hand written report or a recorded, formal verbal report. Whichever option you choose, you should remain within the designated word count and give all due consideration to form and structure. The format chosen will not impact on your final grade. 

Assignment Brief and Guidance 
Scenario
You are working as a Marketing Executive for a small brand “Alex Pret and Couture” which sells high-quality dresses and accessories for both men and women. The company has launched a new line of beddings accessories named “Alex Beddings” which are sold to both household and 5-star hotels. As both consumers and businesses are the customers for the new line, therefore, it is important to understand the factors that affect and influence the consumer and business decision-making process. To evaluate how the marketing teams can influence the different stages of the decision-making process and to understand different factors that influence the decision-making and buying behaviours in both B2C and B2B context, your digital marketing manager has asked you to prepare a report on how the marketing teams can effectively use different approaches and methods of market research to understand, influence and respond to the decision-making process (B2C and B2B). To write a coherent and purposeful report, you are required to complete the following tasks: 
Unit Learning Outcomes
LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision-making process LO2 Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B)
Tasks and Guidance
Task 1 (2500 words) Critically evaluate and analyse the stages of consumer decision-making journey and its relevance for marketers.   By applying different theories, concepts and models, critically evaluate how marketers are responding to the decision-making process at each stage of the consumer decision-making journey for bedding accessories.   Critically evaluate differenct approaches used for market research for understanding the decision making process in B2B and B2c contexts. With the help of suitable examples, highlight the key differences in the B2C and B2B decision making processes.  
Unit Learning Outcomes
LO3 Evaluate how marketers influence the different stages of the decision-making process (B2C and B2B)  
Tasks and Guidance
Task 2 (1000 words) 2.1 For both B2C and B2B decision making processes, critically evaluate how marketers can influence the different stages of the decision-making process with reference to the application of relevant methods and models, supported by specific examples and contexts.
Submission Format
The submission is in the form of an individual written report. This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs and subsections as appropriate and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system where applicable. The recommended word limit is 3,500 to 4,000 words, although you will not be penalised for exceeding the total word limit. 

Please Access HN Global for additional resources, support and reading for this unit. For further guidance and support on writing please refer to the Study Skills Unit on HN Global.

Glossary

Analyse: Break an issue or topic into smaller parts by looking in depth at each part. Support each part with arguments and evidence for and against (Pros and Cons)

Critically Evaluate/Analyse:  When you critically evaluate you look at the arguments for and against an issue. You look at the strengths and weaknesses of the arguments.   This could be from an article you read in a journal or from a textbook. Then you look at the reason why it is important (for) then you look at the reason why it is important (against)

Discuss: When you discuss you look at both sides of a discussion. You look at both sides of the arguments. Then you look at the reason why it is important (for) then you look at the reason why it is important (against).

Explain: When you explain you must say why it is important or not important.

Evaluate: When you evaluate you look at the arguments for and against an issue.

Identify: When you identify you look at the most important points.

Student Guidelines;

You should include a bibliography using the Harvard referencing system.

Each unit will be graded as a Pass, Merit or Distinction. A Pass is awarded for the achievement of all outcomes against the specified assessment criteria based mostly on DESCRIPTIVE content. Merit and Distinction grades are awarded for higher-level achievement which includes degrees of CRITICAL THINKING, ANALYSIS & EVALUATION – these are higher level skills that you should work on over the period of your programme.

If your submission fails to meet all Pass criteria, it will be referred. The second attempt will then be capped at a Pass, as per the Pearson Edexcel regulations.

Please access HN Global for additional resources support and reading for this unit. For further guidance and support on report writing please refer to the Study Skills Unit on HN Global.

Submission Instructions

Please submit your work soft copy digitally on Box/Canvas and send a copy via email to your course tutor on the set dates and notify via email to info@city-college.co.uk. Request a receiving receipt in the form of a reply email which you should keep safe.

All marked expected to be returned to students within 4 weeks of submission.

Textbooks

BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed.

Harlow: Pearson.

EAST, R., WRIGHT, M. and VANHEULE, M. (2013) Consumer Behaviour: Applications in

Marketing. 2nd Ed. London: Sage Publications.

SHIFFMAN, L. and WISENBLIT, J. (2014) Consumer Behaviour. 11th Ed. London:

Prentice Hall.

SZMIGIN, I. and PLACENTINI, M. (2014) Consumer Behaviour. Oxford:

Oxford University Press.

Links

This unit links to the following related units:

Unit 2: Marketing Essentials

Unit 22: Product and Service Development

Unit 38: Customer Value Management

Unit 41: Brand Management

Wider reading is available via our CANVAS/BOX website with guidance given within the Unit 12 folder. Links are also available giving remote access to the e-library resources including e-books, journals & databases. You are encouraged to use these to develop your assignment. Let your college administrator know if you need any help with ATHENS login.

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