MK2204 Assignment 2 Aim To encourage the student to understand different consumer behaviour theories based on his/her own experience in buying different products. Task This is an individual written piece of coursework exploring conceptual issues in the context of current marketing practice (60%). Guide length, 3000 words total For this essay you will keep your own journal for two weeks and consider your own experience in buying two products: a plasma TV and a suit/evening dress which you would like to wear at your friend s wedding. You will produce an essay that engages critically with related consumer behaviour theories as you discuss and reflect upon your own behaviour and decision making processes. The submitted work will include two distinct elements; your journal (which may be separate from the discursive essay if you choose, for example as an appendix) and the discussion. The essay will cover the learning outcomes: 1, 2 LEARNING OUTCOMES On successful completion of this module a student will be able to: Identify and understand concepts, which facilitate understanding of buyer behaviour in practical situations. Think critically about the believability, reasonableness and practical utility of established models and theories of buyer behaviour, especially in the light of neuroscience. General Information 1) You will write a journal for two weeks and observe your own attitude and behaviour in decision-making process for both products. It should be a very detailed journal and you should attempt to record all the details of, for example; problem recognition, information search, and alternative evaluation and purchase decisions, demonstrating your knowledge of customer decision-making process models. 2) Based on models of motivation process please discuss your own motives and drives. 3) Cover e-customers theory and observe your own behaviour in the decision to purchase a Plasma TV / a suit or evening dress 4) Important note: The word count might be tight so you can offer supplementary material about your buying process and also your personal journal in an appendix. 5) Your reference volume must be at least 15 high quality sources. Unreliable Internet sources such as Wikipedia will not be accepted. 6) Your assignment is to be submitted using double spacing, Ariel font size 10, 11, with page numbers in the below right hand corner. 7) Use headings to separate sections for easier reading and structuring your arguments. 8) Do not rely on long quotations to make your point, but use quoted texts to defend or highlight your own points, argued in your own words. Quotations are meant to support your ideas, not provide the direction of your essay. Quoted material should not stand alone, but be incorporated into the text. 9) Do not use any quoted material in the conclusion. In this section you draw together key ideas of your essay without the use of new information. 10) After the learning outcomes have been assessed, a final mark is given which takes into account spelling, grammar and word use. 11) The first theory is the problem recognition The second theory is information search The third theory is E- consumer theory. For example will we buy the product online and why? The journal can be written in first person 12) The first part write about the theories and in the second part about the reflection of the theories on us.