Objective of Task

In the first assignment you reflected on how marketing and other influences impacted your shopping behaviour. In this assignment you begin to apply the principles of marketing in order to influence the behaviour of buyers.

Marketing is fundamentally focused on increasing revenue for the business today and into the future. However, getting consumer's to change their behaviour is very challenging, a fact you would have come to realise in Assignment One (what would a marketer have to do to get YOU to change your habitual shopping habits?).

In this assignment you are to analyse one segment and recommend to a supermarket marketing manager how the marketing activities (4Ps and service elements) can be changed to have the identified target segment currently shopping at the supermarket to spend more (either in a single shopping experience or as a result of their customer lifetime value... loyalty over time)

This is a research project that requires both academic research (HD assignments will have >15 credible academic sources) and observation research.