Consumer Behaviour Report

This assessment utilises concepts learned in Module 3 (Chapter 3 of the textbook on Consumer needs and motivation, and Chapter 4 Personality and self-concept); Module 4 (Chapters 5 Consumer perception, and 7 Consumer attitudes from the textbook); Module 5 (Chapter 14 Consumer decision-making from the textbook, plus course content on Customer Journey in Module 5); Module 6 (whenever relevant); and Module 7 (course content on Research, measuring and reporting on customer experiences).


The task is a 3000 word written report where a high involvement service experience needs to be selected. The perception of the retailer as well as factors influencing the decision-making process (utilising relevant CB theory) need to be analysed. The customer journey map, personal experience at each stage (using the ) as well as moments of truth (using the prescribed scholarship article) need to be elaborated. On the basis of the analysis, recommendations with respect to improving customer satisfaction and loyalty need to be made. Recommendations need to be supported by literature.

Learning outcomes

  • Demonstrate advanced conceptual understanding of consumer behaviour and customer experience management theories and practices. [LO#1]
  • Critically analyse the influence of various factors on consumer decision-making and purchasing behaviour. [LO#2]
  • Demonstrate the ability to evaluate, synthesise and apply innovative approaches, techniques and perspectives to consumer behaviour and customer experience management. [LO#3]
  • Recommend appropriate marketing strategies in a variety of marketing scenarios based on in-depth analysis of consumer behaviour within target markets. [LO#4]
  • Communicate customer experience knowledge, skills and ideas to others clearly, persuasively and credibly through customer journey mapping, deriving recommendations to enhance customer experience. [LO#5]

Assessment brief

Choose a product and/or a service (from a high involvement category) that you have purchased.

Consumer Behaviour Report

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  1. Use the  template to create a Customer Journey Map for the purchase. In your Customer Journey Map:
    • Elaborate on goals, actions, thoughts and feelings corresponding with your experience during the pre-sale stage (touching on awareness and consideration), sale stage (touching on selection and purchase) and post-purchase stage (touching on satisfaction, loyalty and advocacy).
    • Assess your experience at each stage ranging from great to negative. Note your reasons.

  2. Utilise perception theory to analyse your perception of the retailer and of the service and/or product offered.

  3. What influenced your decision-making process? Consider internal factors (such as your needs, motivation, personality etc.) coupled with external factors (i.e. family, social pressure, culture, stimuli (advertising, etc.), word-of-mouth, country-of-origin). The theoretical model on decision-making serves as a foundation to tackle this analysis.

  4. Elaborate on the Moments of Truth with accompanying emotions (i.e. WOW moments/Pleasure points, Pain Points, and Equity Points) occurring in your Customer Journey (ensure that it matches with the last page of your ).

    Required reading:
      (De Keyser et al. 2020).

    • Where does the retailer need to fix or remove touchpoints to improve the customer experience (CX) based on these Moments of Truth? Incorporate De Keyser et al.'s (2020) ideas on CX Audit, proposing specific actions to eliminate existing Pain Points (see Step 4 in CX Audit).

    • Similarly, consider the CX Innovation and Design Steps outlined by De Keyser et al. (2020) and discuss which step/s may improve and elevate future CX to a new level, answering the following questions:
      • What qualities are customers like you looking for/expecting at the various touchpoints in the consumer journey?
      • What contextual data can and/or should be collected to enhance touchpoints so that they allow specific qualities to occur?
      • What are the most likely opportunities to innovate and differentiate CX?

  5. Considering the above in relation to your purchase, make recommendations that you believe would increase consumer satisfaction and loyalty. Recommendations should be rooted on your analysis above (i.e. no new issues should be discussed here), and supported by consumer behaviour literature.  Ensure that your recommendations are ethical.


Submit a written report (submit as a Word .docx file). The required word length for this report is 3000 words (plus 10% tolerance). In terms of structure, presentation and style, you are normally required to use:

  • AIB standard report format. For this assessment, an executive summary and conclusion section are not required.
  • AIB-preferred Microsoft Word settings.
  • Use author-date style referencing (which includes in-text citations and a reference list). These requirements are listed in the AIB Style Guide.
  • Required number of relevant references from different sources: 612 (for MBA assessments).
  • All references must be from credible sources such as books, industry-related journals, magazines, company documents and recent academic articles.
  • Your grade will be adversely affected if your assessment contains no/poor citations and/or reference list and if your assessment word length is beyond the allowed tolerance level (see the Assessment Policy available on the AIB website).

Here is the template for the . Feel free to copy paste the tables into your report. Each stage of the customer journey (pre-sale, sale, post-sale) has been portrayed as a separate page; However, that is not an indication of how much you need to write (i.e. writing your goals for example may take a lot less space as compared to actions or thoughts and feelings).

Grading criteria

Your assessment will be marked according to the following grading criteria:

  • Criterion 1: Illustration of the customer journey map and assessment of personal experience at each stage. (15%)
  • Criterion 2: Critical analysis of the perception theory and factors influencing decision making (30%)
  • Criterion 3: Elaboration on the moments of truth via the application of the scholarship (De Keyser et al. 2020) article (25%)
  • Criterion 4: Depth of demonstrated critical alignment between recommendations provided and analysis conducted. Depth of justification provided for recommendations. (20%)
  • Criterion 5: Referencing (5%)
  • Criterion 6: Structure, communication style and language (5%)

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