This individual assignment consists of a report (1,500 words) and is worth 250/0 of the total marks.

Apply relevant consumer behaviour theory to one of the product categories below:
• Car • Luxury watch • Hotel chain • Airline • Designer shoes Your application should be Informed by relevant theory and a wide range of reliable Sources of information including primary and secondary research.
Based on your findings, write a report that Includes: • A brief introduction to your product category, including a description of 115 target market and market information such as, market share over recent years, main competitors and key market trends etc. • Undertake primary and secondary research to identify the consumer dedsion making process applicable to your product and any individuals that may play a role in that process. • Use relevant consumer behaviour theory to explain your research findings. • Make a recommendation(s), clearly based on your research findings, which will improve the consumer decision making process for the buyer. • Appendix/appendices (maximum 6 pages) that include the full details of the marketing research undertaken including, for example, primary research questionnaires, sampling methods and sample size.
Marks will be allocated as follows:
Brief Introduction to your product category, its target market and relevant market Information. 5 marks Undertaking relevant primary and secondary research to identify the consumer 5 marks Using relevant consumer behaviour theory to explain your research findings 10 marks Making recommendatlon(s,) clearly based on your research findings, that will improve the consumer decision making process for buyers 5 marks
• Consult your teacher on your chosen product category before beginning your assignment. • While marks are not directly allocated to the content of the appendices, thorough and comprehensive primary and secondary research should enable more detailed application and explanation that supports appropriate recommendation(s). • If choosing a product category which is available globally, you will find it easier to focus on Its marketing to consumers in one country/geographical region. • The Harvard style of referencing must be used throughout. Good answers will contain references to sources in most if not all sections.
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Sample Solution

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.

God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.



Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.