M020 CW1 Assignment brief

Coursework 1: Individual Assignment

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.

The assignment is to be presented in a format of a Business Report.

Students from the International Fashion MSc Programme will work on a Live
Project with Not Just a Label (https://www.notjustalabel.com/) and should select

a Designer brand of their choice. Client choose Aloes please

check here https://www.notjustalabel.com/designer/aloes

Word limit: 2000 words (this does not include executive summary, reference list
and appendices - no more than four pages).

Each student will submit coursework 1 (with a name and student ID) via
Moodle by 12:00 on Tuesday 29 May (week 6) .

Your writing should include references within your text with a full list of references at
the end of your document using the Harvard referencing format - CULC referencing
guide.
 The report must include:

A. Title Page

B. An executive summary (not included in the word count). No more than one page.

Structure as

First chapter please introduce . Aloes Brand

The second chapter shows what products in aloes are analyzed. It is impossible to analyze all of

the products of the designer. (how to choose the designer's products, the teacher said can be

selected according to the collection, if choose by collection to choose a collection is ok, can also

according to the brand architecture to choose, if the brand architecture can choose the premium

products, middle range or products ltd. products, which is according to the price level to choose, can

also according to the categories to choose, this means that either the Aloes home all dresses, coats

or Jackets or tops and then make the products of the selected into a mood board, the mood board

and put it on the cover page of the report. I want to choose by category, I would choose the Aloes

house tops, because their house is essentially tops

The third chapter is that you will analyze the products of the selected designers from the

aspects of consumer motivation, consumer perceptions, consumer learning and attitude formation

(including emotional drivers)

C. Table of Contents: A listing of the major parts of your report and the appropriate
page numbers.
 This is a structure of our classmate, she showed the teacher the teacher say very good, you

also can follow her this structure also can use the structure that oneself think.

D. Introduction: A brief synopsis of the report, usually one or two paragraphs in

length. Introduce Aloes barand and history ot storysmall paragraph

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.
 Body of report please separate 3 points

one : customer motivation (using maslow's hierarchy of needs, you must have learned a
pyramid.) Because everyone has different motivations for the same requirements. The teacher took

the bottle of water that day to give us an example.

He said was also bought the bottle of water, some people just to quench thirst, thirst belongs to
maslow's hierarchy of needs in the most basic requirements, which is at the bottom of the
physiological. But some people bought this bottle of water because he saw two labels, then this
person needs belong to the belongingness of the middle tier of the maslow's hierarchy of needs,
because he need to friendship.
Want to analyze the customer behaviors Aloes first to make the brand of the customer profile, namely
customer analysis - who the customer is, if you are the first point of the product option is selected
according to the different collection and chose A collection (there must be some difference between
each collection or different either manual or other style, otherwise wouldn't be subdivided into
collections, all products are the same difference also what collection), then you have to analyze A
collection of customers rather than analysis B collection customers. And so on and so on, you pick B
collection and you analyze the customers of B collection, and you select C collection to analyze the
customers of the C collection. If you are the first point of the product option is based on the brand
architecture to choose and you choose the premium products analysis the premium products,
customers, then you can buy premium customers more pay attention to product quality or the details,
the middle range of customers cost-effective purchase of comprehensive starting options, ltd.
customers might not so pay attention to quality, is more of a focus on price or style

Write the first customer motivation teacher said like this, firstly, explains what is the customer
motivation (there must have a reference, because the concept is theory), followed by analysis of
Aloes customer profile conclusions and then write "according to maslow's hierarchy of needs, the
customer is belong to which a hierarchy of needs, finally explain why belong to this level. The
structure of customer motivation is written like this. Here are the answers from the designer for my
customer profile.
The second point the customer perception
This part of the teacher chose a classmate in our class designer to illustrate, there are students in our
class to choose designer is the designer in China, but the style is the style of lolita of designer
products, and customers are not part of the designer is Chinese, then the teacher said that the
Chinese buy the designer products not to buy his products, because lolita belongs to Japanese style,
the teacher said that the culture is the designer's customer base is actually take a fancy to Japan to
buy the designer products. We still don't know the teacher and an example, the teacher said that if
you have a designer dress cost 300 pounds, but when you touch this skirt you are likely to change,
because of the combination of the dress material feel worth 300 this price, so the teacher said that
the perception is that as the customers feel (visual, auditory sense of smell, touch, and so on a series
of feel), not to say that to see what is what, be like a teacher to the example saw a skirt cost 300
pounds, but when you touch your thoughts after you changed the teacher analysis part, this is saying
these, this part I don't know what to write. Combined with my teacher give us examples and your
understanding to write, but one thing you want to clear is that are you sure you want to find my
designer products to analyze, everyone is analysis of your chosen designer products.
Customer learning and attitude (including emotional drivers)
For the chosen designer product, I chose tops, and one of the two Theories is the Cognitive Learning
and the Behavioural Learning Theories. The Behavioural Learning Theories are divided into Classical
conditioning and Instrumental conditioning. When analyzing my designer's product with customer
learning and attitude, two theories apply a theory
F. Conclusion and Recommendations
This part there are two kinds of writing, the first conclusion and recommendations together write a
paragraph, write how the conclusion is that buyers see the designer 's products, and
recommendations on one or two sentences, in combination with the cultural background of the
designer sales larger place, give the designer a little advice. Me an example if my designer products
are bags, and then she mostly sold in China, but owing to the negligence of the designer or don't
understand the Chinese have different meaning for different color purse, as far as I know, the
Chinese are not buy red purse because of big red purse will leak, I also don't know if this have
according to, if you have according to you need to find relevant reference, then tell the designer to
avoid sales to China red purse, because the Chinese taboo purse in red. In the same way my stylist
is Indonesia's Jakarta, he products90 % is sold to Indonesia, combined with his product and the
culture of Indonesia's Jakarta or habits or customs, such as the customs or habits will have on the
basis of which is to have the reference, can't imagined how or how I feel then give designers some
advice or something. Must have the reference, such as the data shows that Indonesia's Jakarta
people don't like black, because black means that bad things or what, the recommendations can say
you suggest aloes designers try to avoid in the production of black products. I don't know if I explain
that.
And then there is the fact that the conclusion and the idea are separate and write each paragraph,
which is the same as the sum. It's just two points in one paragraph and one of them is two separate
points.
References (at least 10)
H. Appendices
A full reference list in the Harvard format is required.
All sources of information to support your report must be cited within the main body of the text. (the
reference list is not included in the word count.) It is expected that will conduct extensive secondary
research to develop your report.
do remember that when you submit your the assignment, you need to include your student ID
number, along with the title of the assignment in the title of the submission.