Consumer Behaviour Assignment - Understanding Buyer Behaviour

Understanding human needs and identifying the underlying motivations for consumer buying behaviour is of particular interest to marketing managers when developing marketing programmes.  Discuss this statement.

This is an individual written assignment. It should include the following information:

• At least two comprehensive definitions of customer motivation that may be useful to marketing managers.
• Critically analyse Maslow's hierarchy of needs as a model used by marketers as a tool used in gaining a better understanding of customer needs, wants and motivations.
• Using one detailed example as a case study, illustrate how an organisation has developed a promotional campaign for their products/services through applying Maslow's theory.
• Draw three conclusions and three recommendations based on your analysis.

Instructions:

This individual assignment must be typed with Times New Roman, font 12, 1.5 spacing. Word count approximately 2,800 (+/-10%).

An executive summary, table of contents, introduction, and main body of answer, conclusions, recommendations and reference list must be included.  The executive summary, table of contents and the reference list are not included in the word count.

This is an academic assignment therefore appropriate theories, concepts and models must be applied to maximize your grade. Students are encouraged to showcase their knowledge of marketing and consumer behaviour using appropriate language and ideas. A critical style of writing is absolutely essential. There are no marks allocated for descriptive writing.