*Online buying Behaviour: Through a review of the academic literature, discuss the
macro-level and micro-level factors which influence online consumer behaviour, and
critique the challenges posed to marketers with proposals of potential solutions to these
*Retail Buyer Behaviour: How does store design affect shopper purchases? Can retailers
use the design to drive sales?
*Organisational Buyer Behaviour: How does the market structure and demand faced by
businesses marketers differ from that faced by consumer marketers? How does this
difference influence the nature and application of Buyer Behaviour theory?
* Post purchase Behaviour: Is a satisfied customer always a loyal customer? Please
discuss this statement and justify your answer via appropriate theory.
* Children as Consumers: Discuss the influence of food advertising on children. Should
marketers be allowed to advertise to children?
You are required to address the statement as se t. To do this you will need to present a
review of a suitable body of relevant literature on consumer behaviour/organisational
buyer behaviour. What constitutes as relevant is first and foremost academic literature,
books and academic journals. Your work should be structured as an ‘essay using section
headings to organise main themes and ideas.
Referencing must be Harvard Standard, see:
earning outcomes assessed: (Note – when incorporated into th e new NBS Assessment Brief this box is not required.)
a) Discuss and analyse key aspect s of consumer behaviour
b) Demonstrate an understanding of consumer behaviour across all consumption stages
c) Evaluate the key issues in organisational buyer behaviour and how they differ from consumer behaviour
d) Evaluate specific contexts and cont emporary issues in Buyer Behaviour
e) Apply relevant concepts across a variety of product, organisational and context
f) Evaluate appropriate sources of information an appreciate their contribution to marketing decisions
g) Take responsibility for your professional development and deliver presentations/ assignment in a professional manner