ASSIGNMENT BRIEF

Unit Number and Title HNBS 327 Consumer Behaviour and Insight

Academic Year 2018/19

Unit Tutor Muhammad Rahman

Assignment Title B2C & B2B Consumer Decision-making Process

Issue Date

Submission Date 11- May -2019

IV Name & Date M T Islam (19 – 02 – 2019)

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 1500 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 of your choice. 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

Assignment 2
Submission Format

The submission of Assignment 2 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 1500 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
Learning Outcomes and Assessment Criteria
 Pass Merit Distinction
LO1 Demonstrate the ability to map a path to purchase in a given LO1, 2 & 3
category, including the decision-making process D1 Critically evaluate the
M1 Evaluate how marketers application of appropriate
P1 Explain and analyse the stages of
are responding to the theories, concepts and
the consumer decision-making journey
decision-making process, models that influence and
for a given product/service.
applying relevant concepts impact upon the decision-
P2 Explain why it is important for
and models. making process,
marketers to map a path to purchase
supported by specific
and understand consumer decision-
examples and contexts.
making.
LO2 Evaluate appropriate forms of research to understand influences on
the decision-making process (B2C and B2B)
P3 Compare and contrast the key M2 Provide a coherent and
differences of the decision-making justified evaluation of how
process in the context of B2C and B2B, different factors influence
providing specific examples. decision-making and buying
behaviour, supported by
P4 Evaluate the different approaches to
specific examples.
market research and methods of
research used for understanding the
decision-making process in both B2C
and B2B contexts.
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 marketers influence each
decision-making process of B2C and stage of the decision-making
B2B, giving specific examples. process with reference to
relevant methods and models
applied.