K1    Demonstrate a critical understanding of the different approaches to consumer research with an emphasis on the positivist and interpretivist viewpoints.
K2    Evaluate the individual dimensions of consumer behaviour by considering issues related to the development of relevant contemporary theories.
K3    Evaluate the social aspects of consumer behaviour in an era of globalisation.
Skills-Based Outcomes
S1         Ability to build a conceptual framework of consumer profiles
S2         Ability to apply psychological and social dimensions of consumer behaviour in problem
solving situations
S3         Ability to develop an effective customer €“focused strategy.

Task 1
Word Count (4000 words)
To conduct the assignment, choose a contemporary consumer behaviour topic. Please ensure that the chosen issue and the debates linked to it have had a major impact on the behaviour of

consumers in the last three decades.
Discuss your ideas with the Tutor who would approve the topic.
Conduct a thorough literature review in your chosen area. The review should be global and use examples from various countries and should not be specific to one country such as the UK or China.

Over reliance on one specific country, therefore should be avoided. You are required to produce a critique by considering current controversies and debates that dominate your chosen field.

You should consult various sources such as academic journals, practitioner-based reports and media sites.
You should specifically include the following in your assignment:
A discussion on variables (psychological, demographic and market-related) that have played a key role in shaping the behaviour of consumers.
An evaluation of the nature of consumer perception explaining how it has changed over the last 30 years.
An examination of the role attitudes have played in determining the behaviour of consumers.
Construct a consumer decision making model based on your findings.
Task 2.
Word limit 500 words
You will be marked on content and presentation
Content
This task requires you to produce a poster describing your Learning journey in this module. Consider the module learning and skills-based outcomes provided above. Indicate where you were at

the beginning of the module and how has the module helped you to develop the skills and broader knowledge such as the significance of understanding consumers globally and the complexities

involved in doing so. You are to avoid highlighting subject-based knowledge such as I learnt how to motivate consumers or how significant personality variables are in predicting buying

behaviour’. This is about how you have developed as an individual in terms of knowledge and skills.
Presentation
You can use poster size A3 or A2. Although there is no specific recommendation on how the poster should be written but you need to consider the colour scheme and the amount of information

you provide for the poster. The poster should be clear and easy to read.