Consumer Behaviour
Consumer Profile Infographic
1 – page (The size of the page is not limited to A4)
30%
30
Online via Turnitin
Week 6
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Assessment Description
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In this individual assignment, you will be given an opportunity to explore the complexities of
consumer behaviour by examining situational and psychological factors influencing consumer
decisions to purchase a product. This will enable you to demonstrate a broad knowledge of current
issues in buyer/consumer behaviour.
You are required to pick a product that falls into the category of fast-moving consumer goods
(FMCG), for example, apparel. You are then required to construct a consumer profile infographic
based on the chosen product by conducting extensive research of the most recent scholarly,
industry and corporate publications. To start your research, please visit IBISWorld online database
which is accessible through MyAthens.
In constructing the infographic you must incorporate theories and concepts related to consumer
behaviour discussed in the topics from weeks 1 to 4. More specifically, you must address the
following points:
1. Consumer Profile Infographic:
a. Map the historical changes in consumer buying trends of the chosen product;
b. Identify motivation factors and the type of involvement and resources that consumers
typically use to buy the chosen product;
c. Identify exposure, perception and stimuli elements that influence consumers to buy the
chosen product;
d. Based on the chosen product, map a typical consumer knowledge schema;
e. Provide examples of how the marketers of the chosen product influence affectively-based
attitudes.
2. Reference List.
In creating your infographic, you will need to include images and any other visual aid that validates
your research. You are required to use at least 6 sources of information that are referenced
in accordance with Kaplan Harvard Referencing Guide. In text citation is not required in the
infographic. These may include corporate websites, government publications, industry reports,
census data, journal articles, and newspaper articles.