Explain and critique consumer behaviour theories within the product/brand information that they collect.

The consumer behaviour analysis offers the opportunity for students to demonstrate their ability to evaluate different aspects of the theories and concepts covered in the unit on an applied basis. Students are expected to develop a deeper understanding of key areas of consumer behaviour and decision-making by writing an analysis report.

This assessment requires students to apply the theories (two or three) they have learned from this unit to analyse a product/brand. Students must strengthen their discussion with clear evidence (i.e. scholarly articles) that support, explain and critique consumer behaviour theories within the product/brand information that they collect.

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