PCB A3 Assignment: Principles of Consumer Behavior (Group Assignment)

Module / Subject / School:

Group Assignment

PCB A3: Principles of Consumer Behavior

Kaplan Higher Education Academy

What we score:

79%

Requirements: 

This individual assignment requires you to write a 2500-word group assignment. 

For the purposes of this assignment, you are to assume the role of an executive team working within the Marketing Department of a company that is operating within the Asian tourism industry. For the purposes of this assignment, you may choose company that is operating within the tourism industry. You have been tasked by the Managing Director of the chosen company to prepare a Consumer Behaviour Report.

Our Writer’s Comment 

This assignment is designed to test how well students can bridge consumer behaviour theory with real-world marketing decision-making, particularly within the Asian tourism context. From an examiner’s perspective, strong submissions go beyond defining concepts and instead demonstrate application. This shows how social, psychological, and personal influences shape actual consumer decisions.

One common weakness we see is treating each section in isolation. High-scoring reports present a cohesive narrative, where the situation analysis flows naturally into target market selection, which then informs the discussion of buying behaviour influences and marketing strategy recommendations. Another critical factor is the depth of research. Markers expect clear engagement with academic sources, not surface-level summaries, especially when explaining decision-making processes and behavioural influences.

General Tips to Improve Your Score

Choose a suitable tourism company early
The company should provide enough publicly available information to support a detailed situation analysis.

Apply theory, don’t just describe it
Consumer behaviour models and concepts must be clearly linked to the chosen target market’s actions.

Ensure alignment across sections
Your target market, buying behaviour influences, and marketing strategies should logically connect.

Use academic sources strategically
Integrate at least 10 credible references to support analysis, not just definitions.

Justify marketing recommendations clearly
Strategies should be realistic, theory-driven, and directly informed by earlier analysis.

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Sample Assignment

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