12 May EVALUATE INFLUENCES OF CULTURE ON CONSUMER BEHAVIOUR.
Critically evaluate how consumer motivation, perceptions, learning and attitude formation (including emotional drivers) could influence purchasing of your chosen product. In addition to taking a broad view you will need to refine your analysis to consider a specific example.
Format: The assignment is to be presented in a format of a Business Report.
Assessment Criteria
LO1: Critically evaluate alternative theory on the nature of the individual consumer.
LO2: PART A Analyse psychological and social influences on consumer behaviour (Part A focus is on the
psychological issues)
LO2 PART B Analyse psychological and social influences on consumer behaviour. (Part B focus here is on
the social influences)
LO3: Evaluate influences of culture on consumer behaviour.
LO4: Demonstrates the ability to synthesise and communicate information in a manner intended for its
appropriate audience.
Understanding the concepts of human behaviour concepts and their influence on consumer decision
making.
Knowledge and understanding of relevant marketing theory, models and frameworks.
Quality of resources used.
Coverage of all aspects of the assignment requirements.
Level of Critical Analysis
Overall evaluation and interpretation of data.
The ability to consider and examine different perspectives (both academic and non academic) and how
they may influence the student’s own point of view.
Practical application
Conclusions
Professional presentation: Language
 Professional presentation: Structure
Referencing
Engagement with the module.
In-class presentations (Group Activity Sessions)

The report must include:
A. Title Page
B. An executive summary (not included in the word count). No more than one page.
C. Table of Contents: A listing of the major parts of your report and the appropriate page numbers.
D. Introduction: A brief synopsis of the report, usually one or two paragraphs in length.
E. Body of Report: A description of the work assignment. Illustrations, graphs, charts and sketches are properly part of the report and may be placed throughout the text or included in an appendix and referenced. Application of knowledge gained throughout this module should be emphasised.
F. Conclusion & Recommendations
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