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    De Thi Tu Luan - Consumer Behavior

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    Mi 12A1 - 19 Nguyễn Ngọc Trà
    This document provides an examination question for a Consumer Behaviour course. Students are asked to produce a case study and storyboard visualizing the consumer decision journey for a B2C product or service. Specifically, they must: 1) Explain and analyze the stages of consumer perception and learning using a visual roadmap. 2) Identify and justify factors influencing consumer attitude formation and change. 3) Critically evaluate different persuasion techniques used at each stage. 4) Evaluate how marketing mix elements like culture, reference groups, and opinion leaders influence the decision process. The case study should be 2000-2500 words using APA referencing and include headings, paragraphs, images to support the analysis.

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    De Thi Tu Luan - Consumer Behavior

    Uploaded by

    Mi 12A1 - 19 Nguyễn Ngọc Trà
    59 views2 pages
    This document provides an examination question for a Consumer Behaviour course. Students are asked to produce a case study and storyboard visualizing the consumer decision journey for a B2C product or service. Specifically, they must: 1) Explain and analyze the stages of consumer perception and learning using a visual roadmap. 2) Identify and justify factors influencing consumer attitude formation and change. 3) Critically evaluate different persuasion techniques used at each stage. 4) Evaluate how marketing mix elements like culture, reference groups, and opinion leaders influence the decision process. The case study should be 2000-2500 words using APA referencing and include headings, paragraphs, images to support the analysis.

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    De thi tu luan- consumer behavior

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    This document provides an examination question for a Consumer Behaviour course. Students are asked to produce a case study and storyboard visualizing the consumer decision journey for a B2C product or service. Specifically, they must: 1) Explain and analyze the stages of consumer perception and learning using a visual roadmap. 2) Identify and justify factors influencing consumer attitude formation and change. 3) Critically evaluate different persuasion techniques used at each stage. 4) Evaluate how marketing mix elements like culture, reference groups, and opinion leaders influence the decision process. The case study should be 2000-2500 words using APA referencing and include headings, paragraphs, images to support the analysis.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    59 views2 pages

    De Thi Tu Luan - Consumer Behavior

    Uploaded by

    Mi 12A1 - 19 Nguyễn Ngọc Trà
    This document provides an examination question for a Consumer Behaviour course. Students are asked to produce a case study and storyboard visualizing the consumer decision journey for a B2C product or service. Specifically, they must: 1) Explain and analyze the stages of consumer perception and learning using a visual roadmap. 2) Identify and justify factors influencing consumer attitude formation and change. 3) Critically evaluate different persuasion techniques used at each stage. 4) Evaluate how marketing mix elements like culture, reference groups, and opinion leaders influence the decision process. The case study should be 2000-2500 words using APA referencing and include headings, paragraphs, images to support the analysis.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

    MÃ ĐỀ/ĐỀ SỐ
    KHOA: MARKETING

    ĐỀ THI KẾT THÚC HỌC PHẦN HÌNH THỨC THI

    Môn thi: Consumer Behaviour

    Lớp học phần:. 100071  Tự luận


     Trắc nghiệm
    Thời gian: Từ 14/08 đến 28/08/2023 - Được sử dụng tài liệu  Thực hành/
    Vấn đáp

    Họ và tên:........................................................ Mã sinh viên:...............................................

    Phòng thi:........................................................ Số báo danh:...............................................

    I/ Scenario and activity:


    You work as an account executive for a digital retailer [named organization/an organization of your
    choice – your own place of work if appropriate] and have been tasked by your line manager to
    produce a case study including a road map/story board that considers in detail what drives and what
    makes up a consumer decision to purchase. The case study will be used to support the new business
    development activity.
    Question:
    1. Explanation and analysis of the stages of the consumer perception and learning using a visual
    road map/story board for a chosen B2C product/service clearly showing and illustrating the path to
    purchase. (2.0 marks)
    2. Identification (with a full justification) of the factors that influence the consumer attitude
    formation and change stages of the process (2.0 marks)
    3. Critical evaluation of the different forms of persuading consumers that would be used at each
    stage of the map to purchase. (2.0 marks)
    4. Evaluate how elements of the marketing mix also influence the decision-making process,
    supported by further examples and case study illustrations. For example, the influence of culture and
    sub-culture, reference group and family on consumer behavior and/or the role of opinion leaders.
    (3.0 marks)
    II/ Requirement: (1.0 marks)
    ● The submission is in the form of a group work including a road map/story board.
    ● The recommended word limit is 2,000 – 2,500 words, although you will not be penalized for
    exceeding the total word limit.
    ● This should be written in a concise, business style relevant to the target market using single
    spacing and font size 12.
    ● You are required to make use of headings, paragraphs, illustrations, images and subsections as
    appropriate, and all work must be supported with research and referenced using the APA
    system.

    (Cán bộ coi thi không giải thích đề thi)


    -Hết-
    DUYỆT CỦA KHOA/BỘ MÔN GIẢNG VIÊN RA ĐỀ

    (Ký và ghi rõ họ tên) (Ký và ghi rõ họ tên)

    TS. Bảo Trung ThS. Nguyễn Minh Triết

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