AMB200 Consumer Behaviour – Buying a Phone

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AMB200 Consumer Behaviour – Buying a Phone

Introduction

Consumer behaviour plays a critical role in marketing. It helps marketers to
understand how they will approach the market (Rossiter & Bellman, 2005). For this
exercise, I chose buying a phone from a local dealer as the consumer behaviour of
interest. Buying a phone is linked to different theoretical construct in the consumer
decision making process, which includes the philosophical belief in marketing,
information search and decision making, and perceptions and learning from a
completed purchase. These theoretical constructs will be used to evaluate consumer
buying process when buying a phone from a local dealer.

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Description

Assessment Item 1: Consumer Behaviour Portfolio

Weighting: 25% of grade
Length: 1,250 words (+/- 10%)

Purpose
This portfolio is designed to help you use consumer behaviour theories to analyse and understand
your own consumer behaviour. In this assessment, you will submit three (3) out of six (6) tutorial
worksheets as part of a portfolio. You must submit Activity 2 and then choose any two (2) others
from activity 1 to 6. The tutorial program has been designed to assist your learning and is directly
linked to this assessment. In the past, students who have attended tutorials have performed better
on this assessment than students who attended less often. AMB200 Consumer Behaviour – Buying a Phone.
Consumer Behaviour List
In the second tutorial, you will select ONE consumer behaviour from the list below that you have
done in the last month. Once you have selected a behaviour you cannot change, as your assessment
requires you to submit activity worksheets on the same behaviour. AMB200 Consumer Behaviour – Buying a Phone.
List of Consumer Behaviours
– Buying a mobile phone
Assignment structure and requirements
For your portfolio, you must follow the specified structure. Be sure to use the “CB Portfolio
Template” and worksheets contained in the “Tutorial Workbook”. Do not change the order of the
content in the activity worksheets in any way, as this may result in reduced marks. This assignment
requires the use of first-person language. The total word count for the assignment is 1250 words
(+/- 10%). This excludes the questions in the workbook, reference list and appendix, but it includes
content in the tables (in other words, whatever you write is included in the word count, except for
the reference list and appendix). AMB200 Consumer Behaviour – Buying a Phone.
Introduction ~ 100 words
– State the consumer behaviour that you have selected as the basis for the portfolio.
– Summarise the linkages between the theories in your three selected worksheets and how these
explain your consumer behaviour. AMB200 Consumer Behaviour – Buying a Phone.
– Keep this section to 1 – 2 paragraphs.
Worksheets ~ 1000 words (approx 333 words per activity worksheet)

– Copy and paste the worksheets from the AMB200 Tutorial Workbook (available on the
blackboard site) into your assignment. You may format the content to be consistent with your
font, colours etc. however do not move tables around, change headings or alter question
numbers. Ensure that your tables do not go over the page. You may use 10 point single-space
for the table content. AMB200 Consumer Behaviour – Buying a Phone.
– Provide visual evidence of anything related to the topic you have selected (e.g., screen capture
from a website, photograph, diagram, image, etc.).
Activity Worksheet 1
– Part A of each worksheet assesses your knowledge of a particular theory(ies) and as such does
not require you to reference the content. Just use the information from the textbook and the
lecture notes to assist you. AMB200 Consumer Behaviour – Buying a Phone.
– Part B of each worksheet assesses your ability to translate consumer behaviour theory into
practice. This section requires you to demonstrate insight into your own behaviour. You should
use additional references in this section (the textbook primarily and academic journals where
appropriate), however there is no need to go beyond three (3) references per worksheet. This
section is where most of the word count for the worksheet will be used, but be concise and
articulate. Provide your response in 2 – 4 paragraphs and do not use dot-points or numbered
lists. AMB200 Consumer Behaviour – Buying a Phone.
Activity Worksheet 2
– Same format requirements as worksheet 1
Activity Worksheet 3
– Same format requirements as worksheet 1
Conclusion ~150 words
– Summarise the theories you have used in this portfolio and the lessons that you have learnt
about your own behaviour. You may also want to connect/synthesise the relationship between
the theories in your worksheets to explain your behaviour. AMB200 Consumer Behaviour – Buying a Phone.
– Keep this brief with 1 – 2 paragraphs.
Reference List (not included in word limit)
Create a reference list that correctly references all of the sources you used in this assignment.

This is the checklist for the Consumer Behaviour Portfolio:
�� Use the CB Portfolio Template and worksheets contained in the Tutorial Workbook
�� Complete all necessary details on the cover page, including personal information, tutor
information and word count. AMB200 Consumer Behaviour – Buying a Phone.
�� Include a reference list that corresponds to the in-text references. Use a consistent referencing
style throughout the document (APA referencing is preferred).
�� Use academic sources, such as academic journal articles. Wikipedia and other similar sources are
not to be referenced in this assignment. Do NOT reference the lecture notes.
�� Include a maximum of one page for an appendix with tables and/ or other supporting information,
where appropriate.
�� Submit electronically to Turnitin by 11:59 PM on the due date (the link will be available on
Blackboard under assessment). Make sure whether you are uploading the right assignment.
�� Back-up and keep electronic copies of your assignment. AMB200 Consumer Behaviour – Buying a Phone.

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AMB200 Consumer Behaviour – Buying a Phone

Introduction

Consumer behaviour plays a critical role in marketing. It helps marketers to
understand how they will approach the market (Rossiter & Bellman, 2005). For this
exercise, I chose buying a phone from a local dealer as the consumer behaviour of
interest. Buying a phone is linked to different theoretical construct in the consumer
decision making process, which includes the philosophical belief in marketing,
information search and decision making, and perceptions and learning from a
completed purchase. These theoretical constructs will be used to evaluate consumer
buying process when buying a phone from a local dealer….

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