You are required to compile a portfolio report that demonstrates your theoretical and practical understanding of consumer behaviour in relation to consumption of motor vehicles.
Your portfolio report should demonstrate your knowledge and understanding on the following topics:
a. The concepts of Decision-Making Unit and Buyer Persona and their relevance for analysing consumer behaviour in offline and/ or online contexts for motor vehicles (10 marks and 555 words approximately).
b. The Decision-Making Process and Models and their use in understanding consumer behaviour in the context of consumption of motor vehicles (10 marks and 555 words approximately).
c. The influence of Reference Groups, Lifestyle, Consumer Identity and Paid Influencers on consumer behaviour for purchasing of motor vehicles, in both online and offline contexts (40 marks and 2.225 words approximately).
d. The influence of culture in consumer behaviour in relation both online and offline context in the purchasing and consumption of motor vehicles (20 marks and 1110 words approximately).
e. What would be practical recommendations (two/max three ideally) for a company (from one of the examples previously given in the portfolio) that would like to enter this sector in a country of your choice? These should be based on your previous analysis and justified accordingly (10 marks and 555 words approximately).
f. Portfolio presentation and referencing (10 marks).
Your assignment should have a portfolio report format. As such, it should be seen as an ongoing project. You should be collecting, selecting, collating and working on the contents over the six weeks of the module. The portfolio should include a range of diverse materials such as pictures, tables, forum discussions (anonymised) in support of your analysis. The word count is 5,000 words (excluding figures, charts, appendices, list of references). Any work beyond the 5,000-word limit will not be considered for marking.
Appendices should be no longer than 3 A4 single sided. The editorial requirements are: font Calibri 12 and one and a half line spacing.
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