Part -1: Consumer Behaviour and Marketing Psychology
Overview: In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour. You are required to create a 7 minute private YouTube video in which you must discuss and critically analyse one of the following options:
Option1: Your recent purchase of a product or a service based on the 5-step Consumer Decision Making Process.
Option 2: Your friend or a family member's recent purchase of a product or a service 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, your friend, or family member 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 or want that led to the purchase of the product or service.
2. Conduct an internal and external information search.
3. Evaluate alternatives and narrow down the attributes of the product or service that satisfy the need or want.
4. Analyse available purchase methods.
5. Analyse post-purchase behaviour and satisfaction.
Part -2: Governance, Ethics and Sustainability
Assessment Description
You are required to read the following news articles:
1. Australia grows richer by exploiting foreign students. SMH. 19 August 2015
2. 7-Eleven store cops record penalty for exploitation of workers. SMH. 21 June 2016
3. 7-Eleven is the tip of the iceberg in worker exploitation. The Guardian. 12 May 2016
4. Exploitation of international students getting worse in Australia. SBS. 14 September 2016
5. Taken to the cleaners: International students underpaid, exploited. Background Briefing. 3 June 2016
You are also required to watch the Four Corners documentary 7-Eleven: The Price of Convenience
You must then draft a Code of Conduct for 7-Eleven that specifically addresses:
A. Discrimination
B. Exploitation
C. Corruption
D. Dishonest and Fraudulent Behaviour
E. Whistleblower Protections
F. Enforcement
Assignment file -
https://www.dropbox.com/s/orx2qxw9586zqlt/Governance-Ethics%20and%20Sustainability.zip?dl=0