CONSUMER BEHAVIOUR
MANAGEMENT 3210Y
Personal Consumption Journal Assignment
Assignment
We are all consumers and there is no better way to begin to understand why others
purchase things than to become aware of the influences on our own buying behaviour.
During the first few weeks of the course you are required to keep a journal of your
own purchasing decisions and hand in a short (4-5 page) summary of the decisions
made and insights gained from them. See the course outline for due date. Late papers
will be deducted 33% per day that they are late. The assignment is worth 10% of the
final grade.
Goals
1. To reinforce concepts learned in class through an analysis of real world behaviour
2. To understand and heighten your awareness of the influences behind your own
purchasing behaviour
3. To provide insights on how to be a knowledgeable consumer and effective
marketer by assessing your own purchasing patterns.
Format
You may use any format for recording your purchases you wish, but at a minimum
should include:
 Description of product or services purchased.
 Date of purchase:
 Place of purchase:
 Brand Name: (for each item)
 Price: (for each item)
 Reason for purchase
 Thoughts and feelings associated with the purchase/or while shopping.
 Notes on anything that influenced your purchasing behaviour e.g. Salesperson,
advertising, packaging, friends, store ambience etc.
 Other Descriptive Information:
Types of questions you may want to ask yourself might include:
 Why did I buy a particular product instead of a competing one?
 Did any advertising or promotion influence me?
 Why did I buy from this particular vendor?
 What were the cultural, family, peer, lifestyle, situational, and personality
influences that led me to this purchase?
 Was the packaging an influence?
 How did I find out about the product or service
 What were my feelings before, during and after the purchase?
 Did the method of payment have an influence on my buying decision?
 What, if anything, does the product or service say about me?
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It is not necessary to record everything you buy but you should try for a minimum of
3 entries per week. In addition to purchases made at stores don't forget ongoing
purchases such as cable, telephone, power or online purchases. Also, don’t forget
minor purchases such as a pack of gum, chocolate bar, coffee etc.
The paper
The paper should analyse five of your purchases during this period, and the influences
that led you to purchase them in relation to consumer behaviour concepts covered in
class and in the text. You should note any patterns in your buying behaviour and also
consider the implications as to how knowledge of your buying behaviour could be
useful to marketers. Where should they promote their product to get your attention?
What message should marketers use to persuade you? The answers to these last two
questions can be either for groups of products or for particular ones. The paper should
include a brief introduction as well as concluding or summary statement. Format
should be 4-5 pages double-spaced. Cover pages are OK but please no binders or
folders, or the journal entries themselves.
Evaluation:
This assignment will be marked out of 10
 2 marks Spelling, punctuation, and grammar
 1 mark clarity of structure, organization and style
 5 marks Discussion influences in relation to consumer behaviour concepts
 2 marks Discussion of patterns and implications
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Print Ad Assignment
Assignment
This assignment requires you to find a print ad that illustrates the effective use of
some of the ideas, concepts or principles covered in class and submit a brief (2-3
page) discussion of the underlying principles that make it an effective ad. A copy or
photocopy of the ad must also be submitted. The paper should include a brief
introduction as well as concluding or summary statement. Format should be 2-3 pages
double-spaced. Again, cover pages are OK but please no binders or folders. The
assignment is worth 10% of the final grade.
Your discussion should include:
 A statement of the concepts, principles, theory(ies) or ideas that is/are
illustrated.
 A brief discussion of what the concept(s) is and how it works
 A discussion of how the ad illustrates the use of the principles.
 A discussion of how it is intended to affect consumer behaviour.
Failure to discuss theory in a substantive way will result in a failing grade. For
example, providing an explanation that “this ad got my attention” is not substantive,
even though “attention” is a concept discussed in class. No knowledge of consumer
behaviour is required to merely identify an ad as attention-getting, and a grade
corresponding to this lack of knowledge would be assigned to such a submission.
Some things to consider:
 The product being advertised
 The target audience
 The appropriateness of the medium
 The appropriateness of the location
 Any emotions, instincts, or desires being appealed to
 Who (if anyone) is represented in the advertisement and what they are doing
 What things are in the ad and why, and their positioning or arrangement
 The colour scheme
 The text (if any) and its relation to the image (hint: the text usually tells you
how to interpret the image)
 Semiotics
Evaluation:
This paper will be marked out of 10
 2 marks spelling, punctuation, and grammar
 1 mark clarity of structure, organization and style
 7 marks Discussion of consumer behaviour concepts as exemplified in the ad.
Both of these assignments may be submitted electronically in Word format. If
submitted this way, I will acknowledge receipt of the papers immediately and return
them electronically on the due date with comments in red, and a mark. If you submit
the print ad electronically the ad itself must be in jpg or gif format.
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