Consumer Behaviour Assignment

Brief:  Essay (80%)
Identify a Consumption Community formed around a shared admiration for a specific brand.  Analyse how patterns of consumption evolve in such

a community.

Summative assignment 1
Word Count: 2,500 words through TURNITIN – no hard copies to be submitted
The essay counts for 80% of the overall marks for the module.

The essay will be marked on the following factors:
•    Introduction and proper focus                10%
•    Use of Theory                        20%
•    Use of Examples                        20%
•    Level of critique                        20%
•    Conclusion                            10%
•    Bibliography                        10%
•    Structure and Presentation                10%

Please include/looking into:

•    Description of the Consumption Community.
•    Definition of the type of community (e.g., brand community, tribe or sub-culture) Decide which of them it fits into and it may be

several and differentiate/distinguish it from others.
•    Examples of the interactions within the community (eg via various forms of social media) between members
•    Examples of the role of the brand in developing the community
•    Understand the Relationship Between Consumer Behaviour and Customer Value, Satisfaction, Trust, and Retention
•    Include theory’s
•    Introduction – More info of forward looking
•    Critique !!! this is very good example because of ……….factors.
•    Conclusion!!! Looking at this kind of groups  …… they have this kind of …….. characteristics.
•    No abstract, Not Executive summary, ESSAY not Report !!!