The brand analysis offers the opportunity for students demonstrate their ability to tap into different aspects of the theories and concepts covered in the unit on an applied basis to develop a deeper understanding of key areas of consumer behaviour and decision-making and develop a report. The focus of the assessment requires that students apply the concepts and theories (two or three) they have learned during their study in this unit to a single brand. Students must reinforce their discussion with clear evidence (i.e. scholarly articles) that support, explain and critique consumer behaviour theories within the brand information that they have collected. Students must support their answers with appropriate references.
Word limit: Strict maximum of 3000 ± 10% (excluding references). Excess words beyond the strict word limit will not be read or marked. Exceeding the word limit will lead to a 10% deduction of marks. NB. The word limit does not include title page/cover page, sub-headings, the appendix, or reference list (Note – it does include in-text citations).
What to include:
Students are required to describe the marketing strategy problem, identify and discuss the specific consumer behaviour issues / problems related to the chosen brand and make recommendations for marketing strategies for the brand. This may also be achieved by writing a report based on a collage of individually nominated print advertisements that depict a particular consumer behaviour theme or topic within an industry. If students choose this approach, they are expected to critique identified advertisements by discussing how and why they use the theory and how effectively they reflect the relevant theoretical concept being applied. This should discuss how the concepts associated with the topic chosen, are used / misused or could be better used in advertisements that the industry adopts to influence consumers. The report should include a discussion of the relevant theoretical concepts. (Please note that simple regurgitation of the text book theory and mere description are not acceptable).
Format of report
- Brand overview This introduction section should be a brief introduction that details the background of the firm/organisation, the brand and product category chosen, some critical environmental and competitive factors that interact with consumer behaviour related to the product category.
- . Identification and major impacts of relevant theories/concepts This section requires to consider specific major impacts of consumer behaviour theory and concepts on the particular brand which you have chosen. This section has three specific components. First, analyse which consumer behaviour theories are relevant and how and why they are and discuss the theory and/or concepts they identify using relevant literature. Second, demonstrate how (show practically) the firm applies the theory and/or concepts in marketing the chosen brand. This requires the students to accurately analyse, discuss and explain the practical application of the theory/concept by the firm to market the brand’s marketing. Third, discuss the results and benefits that they believe the firms obtain from using the specific consumer behaviour theories and concepts (approximately 200 to 300 words). Examples of theory/concepts include brand personality, involvement theory, consumer personality and self-concept, consumer imagery, emotional appeals, Maslow’s hierarchy of needs, consumer decision making models, social class, reference groups and so forth. Limit the identification of specific consumer behaviour theories to two (maximum three) in the discussion
- Future Trends This is an important component of understanding and explaining how theory and application may impact on consumers’ behaviour and also how consumers’ behaviour may influence marketing practice. Looking into the future, describe the trends in consumer behaviour and how this understanding may impact the product category and how they market their offering.
- References Scholarly marketing journals, periodicals, newspapers, annual reports and textbooks are required to provide theoretical and practical support in the report. Please do not contact any firms associated with the brand chosen, you are to use secondary resources only.