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Pages:
4 pages/≈1100 words
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Check Instructions
Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 17.28
Topic:

Influence of Attitudes on Consumer Behaviour. Business & Marketing

Essay Instructions:

This paper is called consumer behavior. This assessment is a group work. There are four people in our group, so you only need to complete the writing part of one person. My part is from the introduction which is part I to the first part of the discussion part, which is 2.1. Therefore, you need to complete 1 and 2.1, and the table of contents, references and appendices for this section, and illustrations (if any).
Oral presentation
Week 10 to 12 (In-class)Peer Evaluation report
Week 9 Thursday, 01/10/2020 (11.55pm.)Weighting Essay 35%Oral presentation 20%Peer evaluation report 5%Type Essay & oral component
Length Essay
Group essay of 3,000 - 3,500 words (±10% is acceptable), not includingcover pages, content pages, reference pages or appendices; must betypewritten (double-spaced).
Oral presentation
10-15 minutes oral PLUS five minutes Q&A
Submission Essay
Online via Turnitin – Blackboard “MARS604 submit assessment#2” tab.
Oral presentation
SINGLE team Power-point presentation slides are to be handed to theteaching assistant on the presentation day.
Peer evaluation report
Online via Blackboard "MARS604 submit peer evaluation" tab. Please usethe peer evaluation form posted in this tab.
Requirements You are required to work as a team and coordinate your work for thisassessment. A maximum of 9 teams (about 3-4 members in a teamdepending on the class size) for each stream will be formed at the beginningof the semester.
Essay (35%)This assessment requires you to do some IN-DEPTH (secondary) researchabout the assigned assessment topic, and then present the results of yourresearch in an essay. It is insufficient to simply tell the reader what the topicis, but also why it is essential and how it impacts on other related aspects ofthe topic, consumers and/or other stakeholders concerned. In addition, youare asked to take a position and argue and explain why your position hasmerit. This means that you have to think through what the topic andquestion are about, then formulate your opinion and justify that position,drawing on real-life examples where appropriate.
Assessment Topic:Take a position on ONE of the following points of view and defend yourposition:Position One: Using knowledge of attitudes is manipulative and is wrong.Advertisers and marketers should be prevented from following this practice.Position Two: Using knowledge of attitudes is just a natural extension ofwanting to understand the consumer. By using attitude information, amarketer (or advertiser) can more easily meet the wants and needs of theconsumer.Which of the above position represents your stand? Take a position andexplain what the statement means. It is important that you relate otherconsumer behaviour concepts (e.g., consumer needs and motivation,perception, decision making, consumer learning, etc.) to this statement?Ethical business practices include managing relationships with the people inyour business community at the highest moral standard. This includes themost critical stakeholder in your business, your customer. Given theimportance of ethics to a successful business, how should marketersapproach the abovementioned issue to build trust and reputation amongbusiness associates and stakeholders?Please ensure that you achieve a balanced discussion between theory andyour own analysis. Note that excessive theory that is not linked to the topicvia your own analysis is irrelevant. However, too much emphasis on yourown analysis without theoretical support leads to a descriptive rather thananalytical answer. Make sure that you support each key argument with anacademic source, and that you explain the relevance of the theory to yourargument. Sources of literature to support your arguments could be drawnfrom the following high-quality academic journal articles: Journal of Consumer Research Advances in Consumer Research Journal of Consumer Behaviour Journal of Consumer Psychology Journal of Consumer Marketing Journal of Personality and Social Psychology Psychology and Marketing Journal of Marketing Research Journal of Marketing Journal of Academy of Marketing ScienceThis group assessment takes the following format: Cover page: lists your name, student number, assignment due date,the topic, lecturer name-on a separate page. Contents page: lists in order, the headings and subheading of theessay including the page number on which it commences-on aseparate page.10 List of tables, graphs and illustrations (if any): lists in order, tables,graphs and illustrations of the essay including the page number onwhich they appear on a separate page. Introduction (approximately 300 – 350 words): backgroundinformation to set the scene for the essay. Discussion section (approximately 1600 – 1800 words) thatincludes: discussion of the key insights and arguments; explain howconsumer behaviour concepts (other than consumer attitudes) canbe applied to the topic (or issue raised). Please use research findingsand recommendations obtained from academic journal articles as aguide for your discussion. Recommendation section (approximately 900 – 1000 words) thattells the reader: What it is that you recommend the reader doabout the topic/issue. Conclusion (approximately 300 – 350 words) that summarises:What the essay was about. References: APA referencing style. Each team is expected to use 15to 20 references to construct the essay. Appendices (if any): these contain any other material that supportsthe findings, conclusions and recommendations.Important note: Please use the marking criteria (below) as a guide forpreparing your essay.Oral presentation (20%)You are required to work as a team and coordinate your presentation, butyour grade will be individually assessed. All team members must attemptthe oral presentation. Failing to do so will lead to zero marks for thiscomponent.Each team is to present the essay to their tutorial class. Each team memberis to take part in the presentation and where possible present equalamounts of material. There is no specific format for the presentation, soplease feel free to be creative.Presentation Guidelines Every member of the team is required to perform part of thepresentation Only appropriate props should be used Each speaker change should be seamless and appropriate There will be penalties for distractions: e.g. non-speakers talking duringthe presentation; handouts (if necessary) are handed out at aninappropriate time. Avoid reading from notes The audio-visual aids used must be appropriate e.g.o the point size of text must be legible from the back of the room;o graphs must be clear;o the slide/overhead/poster is not cluttered with excessiveinformation. The group presenting is in control of the room, so everything must workand run smoothly. It pays to ensure you have rehearsed! 11 Think of your audience, keep it interesting, use humour, be interactive A copy of the presentation must be provided to your teaching assistantBEFORE the presentation begins.Peer and Self-Evaluation (5%) Peer evaluation is required to assess the contribution of each teammember to all group activities related to the formation of Assessment 2.On the day of the essay submission, each member of the team isrequired to submit a peer evaluation form online. This evaluation ismeant to indicate the degree of team participation by each groupmember. Failing to submit the peer evaluation report will lead to zero marks forthe 5% marks allocated to this component. Each member should provide their candid assessment. It is theresponsibility of the team leader to ensure that all team members tocomplete the peer evaluation form as required. The peer evaluation form will be submitted online via Blackboard the"MARS604 submit peer evaluation" tab. The contents of the peerevaluation report will be kept confidential. The grade for the group essay (worth 35%) may be adjusted for eachstudent based on the peer evaluation feedback/outcome. The peer evaluation form is available on Blackboard (see the "MARS604submit peer evaluation" tab)Important note: Please use the marking criteria (Appendix A) as a guide forpreparing your report and oral presentation.This assessment must follow the academic integrity guidelines stated in theBusiness Programmes Assessment and Study Handbook or the LawProgrammes Assessment and Study Handbook and use the requiredreferencing style.Programmelearning goals1. Be inquiring, open, and agile thinkers able to seek out and addresscomplex problems2. Be knowledgeable in a specialist area(s)4. Be future generators of sustainable value for business and society atlarge5. Be able to work collaboratively6. Be effective communicatorsPaper learningoutcomes1. Apply the concepts and theories developed in the psychology, sociologyand anthropology that apply to consumers and their acquisition, usage,and disposition behaviour.3. Apply the concepts of consumer behaviour to analyse marketingsituations and make recommendations for marketing practices

Essay Sample Content Preview:

Influence of Attitudes on Consumer Behaviour
Name
Institution/ Affiliation
List of figures
1.1 Introduction
Consumption is a fundamental and intimate component of human daily existence – irrespective if an individual has a lot of money to spend or very little. In reality, whether an individual is a child, worker, parent, student, doctor, tutor, banker, marketer, salesperson to name a few – they are all consumers, from inception to the day they pass away. In this respect, people constantly buy and use products and services to satisfy diverse needs including eating, to attain healthy living, clothing, education, traveling, and leisure as well as achieving a certain a specific social status in the society, to mention a few. Thus said, consumer attitudes including beliefs and feelings impact purchasing decisions towards products and specific brands. Therefore, this study will explore the influences of attitudes towards consumer behavior and purchasing decisions.
Understanding consumer attitudes, feelings, and beliefs is the foundation of effective marketing and consumer satisfaction. Typically, the central goal of any organization is to satisfy the consumer needs and make revenues for the stakeholders (Nnamdi, 2012). As such, an organization, more particularly the marketers must develop an effective comprehension of consumer attitudes, feelings, and intentions if they are to satisfy consumers’ needs better than competitors (Voicu & Iliescu, 2015). An in-depth understanding of the factors that informs consumer behaviour helps an organization and marketing department identify effective consumers to target and design and communicate effective attractive products and service offerings (Ajzen, 2015). Alternatively, every element of a successful marketing plan depends on understanding customer needs, especially with the rapid change in consumer needs, comprehension of consumer attitudes is only going to become more imperative.
Purchasing decisions are largely influenced by consumer attitudes, feelings, and intentions. According to Ajzen (2015), consumer belief is the psychological relationship between a product or brand and an attribute or feature of that product or brand. As such, the stronger the connection between a product and brand attributes the stronger the consumer belief. Normally, attitudes help an individual to adjust to various situations and conditions. Through attitudes, individuals can protect their egos, self-esteem, and image (Kiran et al., 2018). Besides, attitudes are representations of an individual’s values gained through their upbringing and training. An individual value system inspires or discourages a person to purchase certain products and services (Ajzen, 2008). For instance, a person raised in Christian values is forbidden to buy products such as cigarettes, drugs, or alcohol. As such, consumer attitudes, feelings, and intentions cannot be overlooked as it plays a critical role in determining purchasing decisions. For that reason, an organization more particularly the marketing units need to have extensive knowledge of the products if they have to be successful and more profitable.
2.1 Effect of attitudes towards consumer behaviour
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