5006MKT Assignment: Consumer Behaviour

5006MKT: Consumer Behaviour

Coventry University

79%

This coursework requires you to write a 2000-word essay.

Students are required to choose a product of their choice. The product should be from medium to high involvement. For the chosen product, students will need to:

• Conduct an secondary research on any 1 model of internal factors
• Conduct an secondary research on any 1 model of external factors
• Explain how the above factors can influence a firm marketing strategies (4Ps) for the chosen product
• Explain the decision making process for the chosen product – 5 steps process

This assignment is challenging because it requires students to demonstrate theoretical depth and applied marketing thinking at the same time. It is not enough to describe consumer behaviour models; students must show how internal and external factors meaningfully shape marketing strategy and consumer decision-making for a specific product.

A common weakness is treating internal and external factors as separate entities. High-scoring submissions integrate these factors throughout the report, showing how motivation, attitude, culture, or social influence interact with the marketing mix (4Ps) and the five-stage decision-making process. Another frequent issue is the weak use of academic sources. Students may cite many journals but fail to critically evaluate models or discuss their limitations.