**PLEASE USE CONSUMER BEHAVIOUR TEXTBOOK (Isabelle Szmigin & Maria Piacentini) FOR MODELS/FRAMEWORKS TO USE**
Assessment task:
All of us consumes, almost every day, to a lesser or greater extent. This assessment challenges you to reflect on your own purchases during the module, and to analyse your behaviour using consumer behaviour models, theories, frameworks and techniques etc.
To begin choose two recent purchases (in the last year), one from each of the two categories below:
1. A low value purchase (below £30). This might include, a pen, a glass of wine, a chocolate bar, entry to a club, a ticket for an event, a burger, something from a weekly/monthly food shop, a haircut, a new piece of clothing, shoes or make-up, a cosmetic item, a train ticket, a meal at a restaurant, a tattoo, your share of an electricity bill, a subscription or similar.
2. A high value purchase (anything above £30). Try and choose something that you would not buy routinely – perhaps the highest value thing you have bought in this last year. This could be an item of clothing, a ticket to an event or travel.
Please do not choose: A handbag, a mobile phone or a laptop/computer.
For each of the above reflect on:
• What influenced the purchase?
• Why did you make the purchase?
• How did you make the purchase?
• How did you feel after the purchase? E.g. Would you repeat the purchase?
For each purchase:
• Highlight and apply, models/theories/areas that explain your purchases
• Make sure you choose different theories/models for each of the two purchases. Remember that this may not be about justifying your purchases as correct. It may be that through the application of models/theories etc. you highlight irrational or negative behaviour and may conclude that the decision-making processes was flawed or problematic.
For theories/models which have been discussed in the module you can assume that we know the theory/model/area and you do not have to explain its elements – just apply it to the situation. If you use a theory/model which has not been covered in the module you will need to explain this (but consider carefully if you want to do this as this will use your word count quickly).
Make sure you give us some of detail about the purchase itself as background to your application/analysis – when did you buy it, what specifically did you buy, where were you for the purchase, where you alone etc.?
Make sure that in this analysis you draw on consumer behaviour theory and show wider reading from the academic and non-academic literature (you may also draw on market/industry literature).
A word count breakdown is suggested below. However, this breakdown is suggested only as a guide; you may choose to present your assessment in a different format if you feel this is appropriate:
• Introduction: approx. 100 words
• Introduction to the low value purchase (when did you buy it, what specifically did you buy, where were you for the purchase, where you alone etc.): approx. 150 words
• Application to the low value purchase: approx. 750 words (discussion and analysis using theories, models and frameworks).
• Introduction to the high value purchase (when did you buy it, what specifically did you buy, where were you for the purchase, where you alone etc.): approx. 150 words
• Application to the high value purchase: approx. 750 words (discussion and analysis using theories, models and frameworks).
• Summary: approx. 100 words
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