ASSIGNMENT BRIEF

Student Name/ID Number

Unit Number and Title HNBS 327 Consumer Behaviour and Insight

Academic Year 2017/18

Unit Tutor Muhammad Rahman

Assignment Title B2C & B2B Consumer Decision-making Process

Issue Date

Submission Date Assignment 1 Assignment 2

25/3/2018 (Week 8) 5/5/2018 (Week 13)

(Individual Report) (Individual Report)

IV Name & Date M T Islam (25 – 01 – 2018)

Assignment 1
Submission Format

The submission of Assignment 1 is in the form of an individual written report. This should be written in
a concise, formal business style using 1.5 line spacing and font size 12. You are required to make use
of headings, paragraphs and subsections as appropriate and ensure that the report is justified
aligned. All work must be supported with research and all research resources should be cited &
referenced using the Harvard referencing system. Please also provide a Reference List including all
cited materials using the Harvard referencing system. The recommended word limit is 1000–15000
words, although you will not be penalised for exceeding the total word limit.
 Unit Learning Outcomes

LO1 Demonstrate the ability to map a path to purchase in a given category, including the decision-
making process

Assignment Brief and Guidance

Scenario

You work in a small organisation. You have been asked by your manager to advise him/her on
consumer decision-making process. You have also been asked to carry out a detailed research in
order to address the topic in a detailed way.

Carry out your research on the concept of consumer decision-making process. The findings of your
research should be presented in a business report.

The assignment requires you to work independently. The report should include the following:

 An introduction to the report

 Explain the consumer decision-making

 Models of consumer decision-making

 Mapping out the decision-making process for a particular product or service of your choice

 Importance of mapping a path to purchase and understand consumer decision-making

 Levels of consumer decision-making

 Factors that influence decision-making

 Concluding statement
 Grading Criteria

Pass Merit Distinction

LO1 Demonstrate the ability to map a path to purchase in a D1 Critically evaluate the
given category, including the decision-making process application of appropriate theories,

P1 Explain and analyse the stages M1 Evaluate how concepts and models that

of the consumer decision-making marketers are responding influence and impact upon the

journey for a given product/service. to the decision-making decision-making process,

process, applying relevant supported by specific examples

concepts and models. and contexts.

P2 Explain why it is important for
marketers to map a path to
purchase and understand
consumer decision-making.

Assignment 2
Submission Format

The submission of Assignment 1 is in the form of an individual written report. This should be written in
a concise, formal business style using 1.5 line spacing and font size 12. You are required to make use
of headings, paragraphs and subsections as appropriate and ensure that the report is justified
aligned. All work must be supported with research and all research resources should be cited &
referenced using the Harvard referencing system. Please also provide a Reference List including all
cited materials using the Harvard referencing system. The recommended word limit is 2000–25000
words, although you will not be penalised for exceeding the total word limit.

Unit Learning Outcomes

LO2 Evaluate appropriate forms of research to understand influences on the decision-making process
(B2C and B2B)

LO3 Evaluate how marketers influence the different stages of the decision-making process (B2C and
B2B)

Assignment Brief and Guidance

Scenario

Following a successful presentation (in assignment 1), you have been asked by your manager to write
a report to address some wider issues of decision-making, with particular reference to B2C and B2B
decision-making process.

The assignment requires you to work independently. The report should include the following:

 An introduction to the report

 Compare and contrast the key differences between B2C and B2B decision-making processes
 Evaluate how market research differs between B2B and B2C
 Illustrate how personality, self and motivation, and customer perception influence on the
decision-making process
 Evaluate behavioural and cognitive approaches to consumer learning
 Identify how culture and other relevant factors impact on consumer behaviour
 Illustrate how organisations use an understanding of buyer behaviour to influence the decision-
making process within both a B2C and B2B context.
 Evaluate the use of digital audience research developments to understand and influence
consumer behaviour.
 Concluding statement
 Grading Criteria

Pass Merit Distinction

LO2 Evaluate appropriate forms of research to understand LO2 & LO3

influences on the decision-making process (B2C and B2B)
P3 Compare and contrast the key
differences of the decision-making
process in the context of B2C and
B2B, providing specific examples.
P4 Evaluate the different
approaches to market research
and methods of research used for
understanding the decision-making
process in both B2C and B2B
contexts.
D1 Critically evaluate the
application of appropriate theories,
M2 Provide a coherent and
concepts and models that
justified evaluation of how
influence and impact upon the
different factors influence
decision-making process,
decision-making and
supported by specific examples
buying behaviour,
and contexts.
supported by specific
examples.

LO3 Evaluate how marketers influence the different stages of

the decision-making process (B2C and B2B)

P5 Evaluate how marketers can M3 Critically evaluate how

influence the different stages of the
decision-making process of B2C
and B2B, giving specific examples.
marketers influence each
stage of the decision-
making process with
reference to relevant
methods and models
applied.