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ASSESSMENT COVER SHEET
DECEMBER SUBMISSION
Unit Number and Title
Assessment Title
Course Title
Assessment Code Unit 17 – Marketing Intelligence - Level 4
Marketing Intelligence – Market Research
HND Business
HNDBUS Specialist Unit17/October2013
Hand Out Date 11th October 2013 Hand In Date Fri 20th December 2013
Lecturer(s) Kunal Mehta
Eulina Ogiste
Donna Guthrie
Anand Tomar Internal Verifier Stephen Smith
Sources of information 1. Course notes
2. Recommended learning textbooks
Marketing Intelligence and Planning (2013) Learning Media BPP, London ISBN:9781445368542
Aaker, D. (2011) Marketing Research, John Wiley and Sons, USA ISBN:9781118321812
Robin, J, Birn. (2004) The Effective Use of Market Research, Kogan Page, London ISBN:9780749442002
3. Web
Times100 Case studies
Tutor2u

To be filled by the student
THIS IS MY FINAL SUBMISSION (Delete if necessary)
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Student ID Group (e.g.)
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PASS CRITERIA ONLY
Pass
In order to achieve Pass, students must achieve all the pass criteria below.

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LO1 Understand buyer behaviour and the purchase decision making process

Q1.1
Describe the main stages of the purchase decision-making process for an individual consumer. (i.e. business –to-consumer).

Guidelines: (Approx. 150 words) Recommended Interim deadline 14th October 2013
Your answer should include the following :-
• Need recognition or perception, information search, evaluation of alternatives, purchase decision, post purchase evaluation stages for the individual consumer
In answering this question, you will have covered the following assessment criterion
 1.1 Describe the main stages of the purchase decision-making process
Write your answer here

Q1.2.
Explain two theories of buyer behaviour in terms of individuals and markets.

Guidelines: (Approx. 200 words) Recommended Interim deadline: 17th October 2013
Your answer should include the following:-
• A description or definition from reputable source of buyer behaviour
• Identification of two theories of buyer behaviour
• An explanation of these two theories of buyer behaviour
• Citations, which should be made using Harvard referencing style
In answering this question, you will have covered the following assessment criterion:
 1.2 Explain theories of buyer behaviour in terms of individuals and markets
Write your answer here

Q1.3
Explain two factors that could affect buyer behaviour.

Guidelines: (Approx. 150 words) Recommended Interim deadline: 20th October 2013
Your answer could include;
• Identification of two factors which could influence buyer behaviour
• Explanation of these 2 factors
• Examples to help explain these 2 factors can be provided. In answering this question, you will have covered the following assessment criterion:
 1.3 Explain the factors that affect buyer behaviour
Write your answer here

Q1.4
Evaluate the relationship between brand loyalty, corporate image and repeat purchase.
Guidelines: (Approx. 150 words) Recommended Interim deadline: 25th October 2013
Your answer could include:
• A definition of a brand and brand loyalty from a reputable source (your lecturer will explain what is reputable and what may not be reputable source)
• A description of corporate image and repeat purchase
• An evaluation of how brand loyalty, corporate image and repeat purchase relates with each other
• Examples may be used to reinforce your answer.
In answering this question, you will have covered the following assessment criterion:
 1.4 Evaluate the relationship between brand loyalty, corporate image and repeat purchase
Write your answer here

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