Consumer behaviour across cultures report

You are a Consumer Behaviour analyst in a marketing consultancy company. You have been assigned the task of making a report which critically discusses the influences of (1) culture and (2) another consumer behaviour aspect on a chosen organisation’s marketing activities. The report needs to demonstrate your understanding, judgement and insight into consumer behaviour discipline.

· The chosen organisation must be a (or at least have) B-to-C operation.

· “Marketing activities” are any element(s) of the marketing mix (e.g., company shops, advertisements, packaging, etc.). You can select one or more elements of the marketing mix and do not have to cover the entire mix.

· For this organisation:

1. Compare how they have taken into consideration two cultures (supranational, national cultures and/or subcultures). You need to evaluate their effort by identifying what they have done that was appropriate and what could be improved. Then make recommendations geared to improve their current efforts.

2. Choose another aspect from the course syllabus, i.e. perception, learning and memory; motivation and/or values; attitude; consumer Identity; reference groups; consumer resistance, and evaluate how it has influenced their marketing activities (in one culture vs. the other). Again, explain what they have done that was appropriate and what could be improved. On the basis of your analysis, make recommendations geared to sharpen their current efforts.

The report must include the following:

1. Introduction:

· Brief introduction to activities of the organisation of interest

· Define your report scope if necessary, e.g., does the report discuss the entire activity of the organization or only focuses on one specific area?

2. Culture:

· Define the marketing activities that you are focusing on in this section.

· Compare how the organisation marketing activities reflect similarities and differences between the two chosen cultures.

· You can choose to:

a) Compare activities in two different countries (e.g. the UK and France); OR

b) Compare activities across different broader cultural groups (e.g. East vs. West); OR

c) Compare across offerings to different cultural groups

within one country (e.g. minorities vs. mainstream

offerings, across other subcultures); OR

d) Compare across offerings to similar subcultures across

national borders (e.g. skateboarders in Japan and


· Please specify which cultural comparison you are focusing on in your assignment.

· Using theories and concepts from the module relating to culture explain what they have done that was appropriate and areas for improvements.

· Clearly identify the consumer behaviour aspect from the module syllabus you are focusing on.

· Using theories and concepts from the module relating to your chosen aspect explain what they have done that was appropriate and areas for improvements.

· Then make recommendations geared to improve their current efforts in these countries.

3. Conclusion:

· Concluding remarks

References (only cited work)



Assignments should be a maximum of 3000 words in length.


All coursework assignments that contribute to the assessment of a module are subject to a word limit, as specified in the online module handbook in the relevant module area of the MINERVA. The word limit is an extremely important aspect of good academic practice, and must be adhered to. Unless stated specifically otherwise in the relevant module handbook, the word count includes EVERYTHING (i.e. all text in the main body of the assignment including summaries, subtitles, contents pages, tables, supportive material whether in footnotes or in-text references) except the main title, reference list and/or bibliography and any appendices. It is not acceptable to present matters of substance, which should be included in the main body of the text, in the appendices (“appendix abuse”). It is not acceptable to attempt to hide words in graphs and diagrams; only text which is strictly necessary should be included in graphs and diagrams.


You are required to adhere to the word limit specified and state an accurate word count on the cover page of your assignment brief. Your declared word count must be accurate, and should not mislead. Making a fraudulent statement concerning the work submitted for assessment could be considered academic malpractice and investigated as such. If the amount of work submitted is higher than that specified by the word limit or that declared on your word count, this may be reflected in the mark awarded and noted through individual feedback given to you.

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