BCO225 CONSUMER BEHAVIOUR Task brief & rubrics

Task: Mid-term Timed Assignment

• Individual assignment. • The student must answer the following questions and relate them to the company that they have been assigned:

1. Identify and develop the main characteristics of your company’s target (using the Segmentation variables) and Create the Buyer Persona. 2. What does your company’s Customer Service consists of, and what would you do to improve and enhance it. 3. Explain the concepts of Learning and Memory (Psychological processes) and explain the role these factors play in your target’s costumer journey.

For this, you may select a specific product or service of your company. • All the questions should be critically addressed with reference to the knowledge learnt in class plus with your own research of the topics aforementioned.

Submission: Week 7 – Sunday 14th March 2021, at 23:59 CEST (via Turn-it-in).

Weight: This task is a 40% of your total grade for this subject.

Formalities:

• Wordcount: Approximately 1-page answer per question. • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

• Understand the processes that guide consumer perceptions, attitudes, learning & memory and choices and behavior. • Evaluate the different perspectives that characterize the study of consumer behavior.