Showcase an understanding of marketing issues related to consumer behavior such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. The Task: Based on the scenario below, you are required to write a 2000-word report. In this report, you must demonstrate an understanding and application of various consumer behavior concepts and theories by analyzing the facts gathered from the video and the survey, and present strategic recommendations. You will be required to incorporate recent peer-reviewed literature in order to justify your proposed recommendations. Scenario: Imagine that you have just been employed by the company of your chosen FMCG product that you analyzed in your earlier assessments. You have recently learned that the company’s customer loyalty has declined over the last year and that repeat purchases are at a historic low. You have now been asked to prepare a report in which you must critically analyze a company’s current marketing strategy and marketing communication mix and its alignment to your findings in assessment 1 and 2. More specifically, you will need to determine if identified consumer behavioral factors in previous assessments align with the company’s current marketing focus. Based on your analysis, you are also required to provide at least three strategic recommendations to the board of directors, along with reasons for recommending further improvements, all of which must be based on scholarly sources.
