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AMB200 Consumer Behaviour Assessment

Question

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Task:

This report is designed to help you understand what is known in the academic literature and business press about a chosen topic. It requires you to apply a theory, model or framework to the consumer behaviour you are investigating and recommend some marketing strategies to address the behaviour.

Consumer Behaviour Topics

Two consumer behaviour topics will be specified for this assignment. You should choose one (1) of these topics as the subject of your Consumer Behaviour Report. Details of the topics will be made available on the unit blackboard site.

I. Context and Problem/Opportunity
 
From the topics specified, you need to select one problem or opportunity that is of interest to you for this assignment. Briefly introduce the specific issue you are targeting and one opportunity or problem surrounding that issue in a particular context. You should state whose perspective you are taking (i.e. which organisation do you represent?). Your context and problem/opportunity should illustrate a real and plausible situation that marketers face.
 
II. Literature Review
 
Using both academic literature and business press, synthesise the literature on your chosen topic in your own words. What do we already know about the issue of interest? You should include AT LEAST ten (10) references, of which AT LEAST seven (7) should be from reputable academic journals. 

AMB200 Consumer Behaviour Assessment

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