Buyer Behaviour-Report

Choosing accommodation can be a really complicated decision, subject to many competing influences. Do I buy that 4 bedroom house that will take the next 30 years to pay off? Would I rent a 2 bedroom unit? Shall I share an apartment with my friends, or some strangers? Is the house in a safe suburb? Is it close to public transportation, shopping centres, childcare services, hospitals, gyms, cafes, or the university? Do I want this furniture? …… What is it that affects this decision and makes it different for each of us? This assessment task requires you to look at the accommodation choices of three people, and to present an analytical reasoning for differences between them using the theories of decision making, motivation and values, and the self (including basic demographics).

When you search for journal article references, you should focus more on the following journals (these are widely regarded as the high-quality journals that publish consumer behaviour relevant research).

Journal of Consumer Research
Journal of Marketing Research
Journal of Consumer Psychology
Journal of Marketing
Journal of Consumer Affairs
Advances in Consumer Research
Psychology & Marketing
Journal of Advertising
Journal of Advertising Research
Marketing Letters

Title page

Executive summary

Table of contents

1. Introduction

2. Create a list of 5 accommodation options

3. Respondents, rankings, and explanations

3.1 Respondent 1

3.1.1 Brief introduction of the respondent

3.1.2 The respondent’s rankings of the 5 accommodation options

3.1.3 The respondent’s explanations of the rankings: the summated discussion of each option

3.2 Respondent 2

(Repeat the key contents mentioned above)

3.3 Respondent 3

(Repeat the key contents mentioned above)

4. Analysis of responses

4.1 Theoretically based differences between respondents

4.1.1 Differences on motivation

4.1.2 Differences on values

4.1.3 Differences on self and self identity

4.2 How do these differences influence respondents’ rankings

4.2.1 Effects of motivation

4.2.2 Effects of values

4.2.3 Effects of self and self identity

5. Recommendations

5.1 Characteristics of likeliest customers

5.2 How to attract these customers

6. Conclusion

Reference list

Appendix (if needed)

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