The aim of this exercise is to undertake the exercise in relation to the 5 Step Consumer Decision Making Process:

1. Problem recognition

2. Information search

3. Evaluation of alternatives

4. Choice/Purchase

5. Post purchase evaluation/behaviour

The assessment requires you to consider the five step Consumer Decision Making model in relation to purchasing and consuming an overseas holiday.

Imagine you have been given a budget of $5,000 to purchase an overseas holiday. In your individual assignment, you must discuss and demonstrate how you would go through each step of the 5 step consumer decision making process.

Identify (1) the steps you would take as a consumer, and identify (2) the relevant theoretical concepts, constructs and models used in each step. Additional details in relation to the project will be supplied during weeks 1 and 2 in relation to project framework and expectations.

Report should be maximum 3,000 words not including figures, tables, references and appendices.

Submission: In class

Late Assessment Penalties: No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.

Consumption communities.

Groups are asked to select a consumption community - communities of consumers in which there is a commonality of consumption of brands, services or products. For example consumption communities are often formed around sport, music, fashion, or online services, or specific brands such as Harley Davidson motorcycles; Apple computers, laptops and phones; or Carling lager. The literature identifies 4 main types of consumption community: 1. Brand communities, 2. Subcultures of consumption, 3. Consumer Tribes, 4. Lifestyle Consumption Communities.

In your groups you are then required to:

• 1. Conduct market research: Use market research to identify what is the industry, and key facts for the industry or context that you are focusing on (e.g. sports, motorcyles, computer electronics). Consider trends, values, volume, channels, competitors, and marketing strategy.
• 2. Consumer profiles: Who are the consumer that may be members of consumption communities formed around your brands, services or products? How do they buy, where, when, why, what and how?
• 3. Community structure: What are the structures, boundaries, rules and norms associated with consumers being members of your consumption community of focus? For example if consumers are members of consumption community surrounding a sport - what are the common values, rituals and traditions, and structures guiding how members of the community interact with each other and with the brand, product, service or lifestyle? Please make sure to relate your discussion to key concepts from the consumption community literature.
• 4. Strategy: Identify some ideas for marketing strategy based upon your analysis of the existing consumption community that could help grow the community and/or further engage consumers with consumption of products, services or brands.

Groups will present their work in three stages:

KEY MILESTONE DATES:

• 1. Due Week 6 – Project Plan & Key Issues Report: The Group is to write a brief Project Plan covering the key aims and objectives of the project and a timeline. Some key findings from research and insights on the community you are focusing on should be presented. This work is designed as an opportunity for you to receive feedback and guidance to help with your final report and presentation. Maximum 1,000 words (5%).
• 3. Due Week 12 – FINAL Report: Submission of the FINAL Report. Report Details will be delivered in class (Weeks 1 and 2) and the Report Framework available on i-Learn from Week 3. The FINAL Report is required to engage with and apply ideas from academic theory and literature on consumption communities to your analysis. Maximum 3,000 Words not including tables, figures, references and appendices (10%).
• 4. Due Weeks 11/12 – Presentation: Groups will present the key findings and conclusions of the report. This will be a 20 minute Presentation and delivered in class. Each student in the group will be required to present and students will receive an individual mark for their part of the presentation. ALL STUDENTS are expected to attend these two weeks. MARKS will be deducted for non-attendance. Max 15 slides in TOTAL. PowerPoint Slides are to be printed and submitted for marking at the conclusion of the Presentation. Combined Mark is (15%) - note students will receive an individual mark for their part of the presentation.

Rationale for the group project assessment:

The group project puts students into a real-world scenario to apply what has been discussed and learned in class. It aims to provide a training opportunity for students to build and refine their cognitive and analytical skills to detect, evaluate and respond to market trends that influence consumer behaviours.

The project is composed of three sequential tasks of different types, each of which will be assessed. Each task offers an opportunity to learn and practice particular knowledge and skills. Students are required to work in a group consisting of approximately 4 members.

Submission: In class

Extension Penalties: No extensions will be granted. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 20% penalty). This penalty does not apply for cases in which an application for disruption of studies is made and approved. No submission will be accepted after solutions have been posted.

Submission: N/A

Extension Penalties: No early examination will be granted.