Consumer Psychology

Background Information

This assignment is designed to enable you to build a comprehensive knowledge of key variables which are significant to the understanding of consumer buying behaviour.

The following Learning Outcomes will be covered.

LEARNING OUTCOMES:

On completion of this module the student should be able to:

Knowledge-Based Outcomes

K1 Demonstrate a critical understanding of the different approaches to consumer behavior with an emphasis on the positivist and interpretivist viewpoints.

K2 Evaluate the individual dimensions of consumer behaviour by discussing issues related to the development of relevant contemporary theories.

K3 Discuss the social aspects of consumer behaviour in an era of globalization.

Skills-Based Outcomes

S1 Ability to build a conceptual framework of consumer profiles.

S2 Ability to apply psychological and social dimensions of consumer behaviour.

S3 Ability to develop an effective customer focused strategy.

This is an Individual Assignment

As consumers today, we increasingly find ourselves exposed to varying levels of information in the marketing environment, sometimes too little or too much and at times contradictory. This often leads to confusion and thus has huge implications on effective consumer decision making.

You are required to investigate this issue by discussing the contemporary consumer behaviour topic of The consumption of dietary supplements for weight loss" in relation to the given questions.

Task

The entire assignment is to be based on secondary research that can be drawn from various sources including academic and organizations' reports.

In the context of "the consumption of dietary supplements for weight loss", you are to discuss the following:

1. Research and critique the information available on "the consumption of dietary supplements for weight loss".
(1000 words maximum - 25% weightage)

2. Evaluate the influence that this available information has on consumer decision making.
(1000 words maximum - 25% weightage)

3. Discuss the key psychological variables (such as perception, personality,attitudes, motivation and learning) that also influence the buying behavior of consumers despite the available information.
(1000 words maximum - 25% weightage)

4. With the input of your own opinion, debate if consumers feel equipped sufficiently to be competent consumers with the information.
(1000 words maximum - 25% weightage)

Assignment guidelines:

Remember you are not just gathering evidence & information in this assignment. You have to analyse & critique it.

You are advised to use journal articles/ media reports and information generated from reputable websites to generate information.

If you have any queries or doubts, please clarify them with the Module Leader.

Talking to fellow students sometimes may lead to more confusion.