Assessment 1: Consumer Behaviour Observation

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Assessment 1: Consumer Behaviour Observation

The aim of this report is to observe consumer behaviour in action. By observing the
different elements of consumer behaviour, it is possible to understand how these elements are
operationalized in the real life market place. This study will compare two events, a gym session
at Anytime Fitness Brisbane City and a match at 1300SMILES Stadium between Cowboys and Broncos
at 7:50 PM. The study will compared the different consumer behaviour elements as observed in the two
events.

Research Settings

The two events were observed on different dates and at a different setting. The first event
observed was the gym session at Anytime Fitness Brisbane City, which was observed on 6 th of August,
2018 from 10 AM. At the gym, the factor that may have positively influenced the participation of the
attendees included the large gym space, the modern gym equipment, well lit and air conditioned gym hall,
personal trainers to assist the attendees, and other factors. However, the attendees could have been
negatively influenced by lack of enough parking nearby, which meant they could only access through
public transport system, cycling, or through foot. They gym lack enough bathrooms. In addition, the gym
opens at 10 AM when most people are at work.

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Description

Assessment 1: Consumer Behaviour Observation

Assignment Overview

Delivery: Individual Assignment
Weight : 30%
Length: 1500 words maximum
Reference Style: APA 6 th
Students are required to observe and audit three sport events. At each event, students are required to observe and
record information about attendee / participant demographics, psychographics, and behaviours, alongside any
marketing and research activities of the organisation.
You will be given observation forms to guide this activity. In Week 5, students will have access for 24 hours to
answer questions where they will be required to demonstrate their knowledge and lived experiences of consumer
behaviour and research principles.
The three sport events selected should encompass:
– One recreational activity (e.g., gym / fitness activities or the local Parkrun event).
– One community sport event (e.g., basketball, netball, cricket or soccer at a local venue or facility).
– One elite / professional sport event (e.g., Gold Coast Titans / Suns, QLD Firebirds, or Brisbane Broncos,
Lions or Roar match).
It is important to note that you your task is to engage in observational research only. You are to adopt the role of the
consumer in this case and experience each event from the consumer’s perspective.
Students are to observe and take notes on:
– Attendee / Participant Demographics describing the characteristics of those who are in attendance.
– Attendee Psychographics describing the likely driving factors explaining attendance.
– Attendee Behaviours describing the consumption patterns of attendees.
– Observable marketing materials.
– Observable research activities.
In Week 5, you will be given a series of questions to answer online via Learning @ Griffith. These questions will
draw upon your observations and require you to reflect on, and demonstrate an understanding of consumer behaviour
and research principles discussed in class. You will also need to support your observations with a minimum of 2
academic references.

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Assessment 1: Consumer Behaviour Observation

The aim of this report is to observe consumer behaviour in action. By observing the
different elements of consumer behaviour, it is possible to understand how these elements are
operationalized in the real life market place. This study will compare two events, a gym session
at Anytime Fitness Brisbane City and a match at 1300SMILES Stadium between Cowboys and Broncos
at 7:50 PM. The study will compared the different consumer behaviour elements as observed in the two
events.

Research Settings

The two events were observed on different dates and at a different setting. The first event
observed was the gym session at Anytime Fitness Brisbane City, which was observed on 6 th of August,
2018 from 10 AM. At the gym, the factor that may have positively influenced the participation of the
attendees included the large gym space, the modern gym equipment, well lit and air conditioned gym hall,
personal trainers to assist the attendees, and other factors. However, the attendees could have been
negatively influenced by lack of enough parking nearby, which meant they could only access through
public transport system, cycling, or through foot. They gym lack enough bathrooms. In addition, the gym
opens at 10 AM when most people are at work…..

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