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Consumer Behaviour in the Consumer Electronics Market on INTEX TECHNOLOGIES

London School
of Business &
Finance (LSBF)
MSc Marketing/Masters in Business Administration
Module C o n s u m e r B e h a v i o u r
A s s i g n m e n t B r i e f i n g S h e e t Spring 20 1 1

Assignment
Title
Consumer Behaviour in the Consumer Electronics Market
Assignment Type Report
Word Limit 4,000 (+/- 10%)
Weighting 50%
Student Cohort Intake 6
Issue Date 4 April 2011
Submission Date 14 May 2011
Feedback Date
Issued by
(Assessor)
Gunveen Bachher
Internal Verifier Kulbir Basra
Plagiarism When submitting work for assessment, students should be aware of the
LSBF
guidance and regulations in concerning plagiarism. All submissions should be you
r
own, original work.

You must submit an electronic copy of your work. Your submission will be
electronically checked.

Harvard
Referencing
The Harvard Referencing System must be used. The Wikipedia website must not
be referenced in your work.

Learning
Outcomes
On successful completion of this assignment you will be able to:

Develop and demonstrate a critical appreciation of current consumer

behaviour concepts.
Develop and apply an in-depth understanding of the complexity of
consumer psychology and its applications on decision-making processes.
Integrate and critically apply consumer insights to practical situations in a
specific type of consumer organisation.
Assess and demonstrate understanding of current developments in
consumer behaviour, market environment and culture.
Critically evaluate and apply consumer and customer management practices
in organisations in different consumer external environments.
Critically analyse and apply management theory around external
influencing factors on consumer behaviour.

Introduction Marketers need to understand how consumers purchase, use, maintain

and dispose
of products and services which meet their consumer needs.

Consumers are subject to a variety of internal influences on individual consumer

behaviour, including perceptions, motivation and self-image, in addition to a ra
nge
of external behavioural influences on their behaviour, such as family, household
,
reference groups, opinion leaders, cultural and sub cultural influences.

For this assignment, you should assume that you are the recently appointed
Marketing Manager for an international company, which markets consumer
electronics products worldwide.
This company is currently unknown to consumers in the UK market, but is now
seeking to expand into the UK through the launch of a new and innovative
consumer electronics product of your choice (e.g. flat screen television, mobile
phone, e-book reader, laptop / desktop computer etc.).

Your Task You have been asked to carry out the following tasks by your Marketing
Director.

Task 1 Consumer Behaviour in the Consumer Electronics Market

Task 1a): Recommended Marketing Actions for Influencing Individual

Consumer Behaviour (2,500 words - 60% of total coursework mark)

Write a business report for your Marketing Director, which contains a set of spe
cific
actions which you would recommend for influencing the individual behaviour of
target consumers in the UK market around your new consumer electronics product.
Your report should include the following sections:-

1) Introduction brief overview of the company, product, and UK market for this
product.
2) Perceptions recommendations for actions to influence UK consumer
perceptions around your company and your new consumer electronics product,
in order to make the product a success in the UK;
3) Attitudes recommendations for actions to influence UK consumer attitudes
towards your company and your new consumer electronics product, in order to
make the product a success in the UK;
4) Motivation recommendations for motivating UK consumers to want to
purchase your new consumer electronics product;
5) Decision-making recommendations as to how to influence each stage of the
UK consumer decision making process, to encourage consumers to search for,
purchase, use and give a positive post purchase evaluation of your new product.

You should ensure that you discuss and apply a range of relevant models, concept
s
and theories in formulating your recommended actions under each of the above
areas, as outlined in the course material around individual consumer behaviour.

You should also ensure that you make your report relevant to the UK market for
consumer electronics, by carrying out some independent research in this area as
part of your assignment, using online library academic sources as well as
Internet sources. (LO1, LO2, LO3, LO4, LO5,LO7)

Task 2: Multimedia Strategy (1,500 words - 40% of total coursework

mark)

Write a further report for your Marketing Director, which contains both of the
following sections:-

1) Key External Influences - Discussion of which main external influences you fe

el
will impact on UK consumer behaviour around your product, including
reference to course theory, concepts and models in each case;
2) Recommended Images & Messages Around External Influences - For each of
the key areas of external influences you have just discussed, provide a set of
recommended images and messages which you feel should be used to
advertise and market your new consumer electronics product to UK consumers.
You may consider any or all of the following external influences in your report
-
global and/or national culture, sub-cultures (e.g. age, gender, ethnicity, relig
ion,
region etc.), family and/or household influences, opinion leaders, reference
groups, income and social class. However, you should only include in your report
external influences which are relevant to UK consumer purchasing around the
specific consumer electronics product which you are writing about. (LO1, LO5,
LO6)

Guidelines

All assignment content must be properly referenced using correct Harvard

referencing format, both in-text and in the bibliography. References should
mainly consist of academic sources from the online library and textbooks, with
limited reference to Internet articles. Unreliable Internet sources such as
Wikipedia must not be used.

Assignment content must not be directly plagiarised from any sources all
content must be discussed in the candidate s own words and correctly
referenced.

Word count should be shown at the end of each of the three tasks in the
assignment. Word count required is advised above.

Both Tasks 1 and 2 should be written in report format, i.e. in a concise and
professional style, which is well focused and clear in the points being made,
with a table of contents, page numbers and numbered section headings
throughout.

Originality, quality of argument and structure are required for this assignment.
Candidates should demonstrate that they can understand, discuss and apply
relevant consumer behaviour theory in a mature and critical manner.

Submissions will be expected to demonstrate the following qualities:-

Answering the central focus of the assignment topics.

A critical appreciation of relevant literature and its use to support arguments,

substantiate model(s) and other aspects of the assignment.

Taking ownership of the content, being prepared to debate and argue a

personal

Position, evidence of evaluative skills. A submission made up of extracts from

published sources which is descriptive or just theoretical is not acceptable.
 Submissions must include interpretation and consideration of the key issues
discussed.

Ability to analyse and evaluate relevant theoretical concepts in a critical

manner.

Evidence of personal academic research, and the ability to analyse material

from a variety of appropriate relevant perspectives.

Clear listing of references and bibliography in correct Harvard referencing

format, both in-text and in the bibliography.