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Assessment Task 2 - Individual Report (30%)! HBM220 Assessment 2 (A&B): Individual Report Overview: You will write a formal report which is a mix...

Trait Theory
Assessment Task 2 - Individual Report (30%)!!! HBM220 Assessment 2 (A&B): Individual Report Overview: You will write a formal report which is a mix of review of theory and personal case study. You will apply two consumer behaviour theories to yourself in relation to one of your own purchase decisions. Topic: Choose two theories based on their relevance to you and the purchase decision you are writing about - you want to use theories that give you scope to make insightful arguments. 1. Psychoanalytic theory 2. Social-cultural theory (Jung's theory, Adler's theory, Horney's theory). Choose one out of the three social-cultural theories. 3. Self- concept theory 4. Trait theory Task: There are several tasks involved in producing your report: 1. You need to choose a purchase decision you have recently made that was 'high involvement' (refer to your materials for explanation of involvement). It should also be a purchase where you were the main decision maker, as opposed to a purchase where the choice was made by other people. Summarise the purchase briefly within the introduction to your report to set the scene. 2. Choose two of the theories . You will need to discuss the theories and then use them to analyse your purchase decision so choose on the basis of relevance. 3. Research your two theories so that you can give an informed explanation of them. You must use at least 2 consumer behaviour books (in addition to your textbook) and 4 recent academic peer reviewed journal articles. These sources must be relevant and authoritative, and correctly cited within your report and referenced in the reference list. The sources will support your explanation of the consumer behaviour theories you will be covering in your report [1] . 4. Analyse your decision making process in light of the two theories . This is likely to involve some reflection and analysis of yourself as a person so that you can apply the theories to your situation. 5. Explain how your experience was or could have been influenced by marketing activities related to the theories. ( Marketing activities include: Approach to setting prices; types of products/services offered; design/features/style of products offered; types of consumers
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targeted; packaging/signage used; store layout/design; distribution/delivery options; promotion strategy.) 6. Provide brief recommendations for how marketing strategy could have been improved to relate better to you by using the buyer behaviour theories you have researched. Strategy could relate to the organisation you purchased from OR their competitor/s. In summary your report needs to achieve three purposes. Explanation of theory: you discuss two selected theories. Application of theory: you explain how the theories apply to you and your purchase experience. Relating buyer behaviour to marketing strategy: you discuss marketing activities relevant to your theories that may have influenced you, and recommend improvements to marketing strategies, related to the theories. The weightiest parts of your report will be (a) and (b). There are TWO required outputs from this assessment that carry marks: (A) Peer evaluation of your draft report (5%) (B) Your final report (25%) Further details for each are provided in the following sections. Note that you must complete all assessment tasks to be able to pass this unit. A. Draft Report Peer Evaluation (5%) Overview: This part of your assessment gives you a valuable opportunity to enhance your report before it is finally submitted. Having to present a draft for review by others should assist you in fine tuning your thinking about how to tackle the assignment. By reflecting on other students' work you will also develop your critical thinking and analysis skills and that will also lead to an improvement in your own work. The Task: In week 8 tutorials you will bring 5 copies of a draft of your work on the individual report. Your draft should include the following: 1. A mocked up outline of your report, with the headings you are likely to use. This should be a like a draft 'Table of Contents' that can fit on one page - a list of headings that is able to be scanned quickly to grasp the structure of your report. 2. 1 or 2 paragraphs of your writing about the theories you have chosen (with appropriate citations) so that readers can get an idea of your writing style and your grasp of the theories. 3. A draft reference list in Harvard format so it is possible to see whether you have found appropriate articles and books and can reference them correctly.
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