Consumer Behaviour and Marketing Psychology - Individual Video Project

Assessment Description

In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour. First, you are required to pick a product that falls into the category of fast-moving consumer goods (FMCG). You will be then required to create a 7-minute video, in which you must discuss and critically analyse your recent purchase of the chosen FMCG product based on the 5-step Consumer Decision Making Process.

Your task is to record a narration of each of the steps of the Consumer Decision Making Process on video and provide the viewer with an in-depth critical analysis of how you have moved through each of the steps. In your analysis, you will need to explain and demonstrate the steps along with your identification of any possible issues that occurred during this process. The findings presented in the video must be based on primary research and can be reinforced by analysis of relevant secondary data. Readings from Weeks 1-5 must also support your observations.

Your recording must incorporate theories and concepts related to consumer behaviour discussed in the topics from weeks 1 to 5. More specifically:

1. Identify and analyse the need and want that led to the purchase of the FMCG product.

2. Examine intemal and external sources of information.

3. Evaluate alternatives and narrow down the attributes of the FMCG product that satisfy the need or want.

4. Analyse available purchase methods.

5. Analyse post-purchase behaviour and satisfaction.

For those students who have limited experience in video making techniques, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support.

Video - How to Film + Edit on Your Smartphone | TECH TALK