BUYER BEHAVIOUR ASSIGNMENT Part 2 : GUIDANCE & MARKING CRITERIA:

Please find below an indication of how marks will be allocated. A) Literature Review (45%) From the lecture content and your additional reading you will select a buyer behaviour topic and conduct a literature review. Your review should: Clearly identify a buyer behaviour topic. (This can be selected from either consumer or business buyer behaviour topics - refer to the list of lectures delivered or as a result of reading around the subject) Review the literature written on this area this should not be in the format of a list but as a critical and analytical discussion comparing and contrasting various authors arguments. ( For examples of a literature review format try searching the LRC online databases e.g. BSP or Emerald) Use an extensive and wide ranging spread of sources. (Note that emphasis should be on academic sources such as journals and research papers ; Other relevant sources may be included such as texts; web based information ; quality newspapers; industry journals).

Maximum word count 1500

B) Application to Organisation (45%) Discuss how an organization of your choice has applied this buyer behaviour topic. Clearly identify an organization. (This can be across any business sector. The first paragraph should give a brief overview of the organization) Demonstrate with examples and discussion how this organization has applied the buyer behaviour topic you have chosen. ( Use the literature review subject and themes e.g. shopping ; online shopping to illustrate that you can apply the concept to the real world. Give examples of practice and compare with other relevant organisations) Maximum word count 1500.

Presentation is worth 10% Correctly referenced throughout the text using the Harvard method Provides a complete list of references in correct format Word limit (3000 words in total) Appearance (logical structure and clear presentation, the main points of discussion and any findings and conclusions should be communicated clearly to the reader) Spelling and punctuation Correctly labelled tables and figures Report format Font: Arial 12, text should be justified and arranged in paragraphs, 1.5 line spacing Front page with name, title, date, word count, programme Content page, bibliography and reverences list must be included!

Consumer Behaviour A European Perspective 4th Edition Michael Solomon, Gary Bamossy & Soren Askegaard (Prentice Hall 2006) Business to Business Marketing A step by step Guide Ray Wright (Prentice Hall 2004) Additional reading Consumer Behaviour A European Perspective 4th Edition Michael Solomon, Gary Bamossy & Soren Askegaard (Prentice Hall 2010) Consumer Behaviour 2nd Ed Martins Evans, Ahmad Jamal & Gordon Foxall (Wiley & Sons 2009) Consumer Behaviour: A European Outlook Leon G. Schiffman, Leslie Kanuk, Havard Hansen (Prentice Hall 2008) Understanding The Consumer: A European Perspective Bernard Dubois, (Prentice Hall 2001) Critical Thinking in Consumer Behavior: Cases and Experiential Exercises, 2/E Judy F. Graham, (Prentice Hall 2010) Consumer Behaviour: Applications in Marketing East, R, Wright M., & Vanhuele M., (Sage 2008) Consumer Behaviour and Culture: Consequences for Global Marketing and Advertising. Mooij, M (Sage 2011). Contemporary Issues in Marketing and Consumer Behaviour Parsons E. & Maclaran, P. (Oxford 2009) Consumer Behaviour and Marketing Strategy Peter, J. Olson, J (McGraw-Hill 2008) Business Research Methods 8th ed (London: McGraw-Hill) Cooper, D. R. and Schindler, P. S. (2003) Business Research Methods 4th ed (Thomson Press) Jankowicz, A. D. (2005 Business Research Methods 3rd ed (Thomson: South Western) Zikmund, W. G. (2003)