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Assessment 1: Group Assignment (4 to 5)
Please refer to the Consumer Behaviour Audit (Table 1.1) on
pages 14 to 16 of your text book. The group needs to do a
consumer behaviour audit for a specific product or service,
covering the following aspects:
Internal Influences on Consumers
External Influences on Consumers
Market segmentation
Product Positioning
Pricing
Distribution
Promotion.
Marking Criteria:
• Introduction
• Internal and External Influences on consumers
• Selection of the target Market
• Determination of product positioning
• Structuring the elements of Marketing Mix
• Report format, referencing and presentation
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