As a Consumer Behaviour Analyst in a marketing consultancy company, you have been assigned
the task of writing an academic report to critically assess the marketing activities of an
organisation of your choice. Your organisation must differ from your original submission. Your
academic report must include two theoretical aspects from the module syllabus and Culture
must be one of them.
This report should also adhere to the following requirements:
o Choice of Organisation: Your chosen organisation must have direct B-to-C operations –
i.e., selling products and services directly to consumers without any intermediary. This
organisation must be operating in the global market serving consumers from different
cultural backgrounds with different norms, traditions, beliefs, values, customs, laws,
rituals, and practices.
 You need to choose an organisation that has achieved mixed results across
different cultures. For example, an organisation may have attained successful
outcomes (i.e., high brand awareness, increased sales, positive word-of-mouth,
etc.) in one culture, but may have failed to do so in another culture.
Alternatively, you can also choose an organisation facing problems or issues in
both cultures. These problems or issues must be of recent times and are yet to
be resolved instead of something which has already been solved by the
organisation.
o Cultural Comparison: Your report must focus on one of the following cultural
comparisons:
 Two countries with different cultures (e.g., the UK and France)
 Two different broader cultural groups (e.g., East vs. West)
 Two different subcultures within one country (e.g., Millennials vs. Generation
Z, ethnic minorities vs. mainstream, etc.)
 Two similar subcultures in different countries (e.g., skateboarders in Japan and
USA)
o Marketing Activities: Your analysis must focus on two marketing activities of your
chosen organisation.
 “Marketing activities” refer to the elements of marketing mix – i.e., the 7Ps of
marketing: product, price, place, promotion, people, process, and physicalevidence. For example, you can focus on product and price or you can focus on
people and promotion for your analysis.

Based on your selection of organisation, cultural comparison, and marketing activities:
o First, you will evaluate the appropriateness of your chosen organisation’s marketing
activities (in one culture vs. the other) using the consumer behaviour aspect of Culture.
Based on your analysis, you will then make recommendations to address the problems
or deficiencies in the current marketing activities across the two cultures. This part will
constitute 60% of your mark for this assessment.
o Second, you will choose another consumer behaviour aspect (i.e., other than Culture)
and explain how it relates to your chosen organisation’s marketing activities (in one
culture vs. the other). Based on your analysis, you will then make recommendations to
address the problems or deficiencies in the current marketing activities across the two
cultures. This part will constitute 40% of your mark for this assessment.
Structure of the Academic Report
This academic report must include the following sections:
1. Introduction: (~300 words)
o Briefly describe your chosen organisation (i.e., origin, product offering, countries of
operation, etc.).
o Outline the scope of your report:
 Specify the two cultures or subcultures you will be comparing.
 Specify the two marketing activities (i.e., elements of marketing mix)
you will be focusing on.
 Specify the consumer behaviour aspects (i.e., theories or concepts) you
will be using for your analysis.
2. Culture: (~1000 words)
o Describe your chosen organisation’s marketing activities (i.e., two elements of
marketing mix) that you are focusing on.
o Compare how the organisation’s marketing activities reflect similarities and
differences between the two cultures or subcultures in terms of their norms, traditions,
beliefs, values, customs, laws, rituals, practices, etc.
o Using theories and concepts related to the consumer behaviour aspect of Culture,
explain what the organisation has done that was appropriate and what was not
appropriate (i.e., problems or deficiencies in the marketing activities). This part requires
a literature review of theories and concepts related to culture that are being used for
analysis and supporting evidence (i.e., reports, statistics, illustrative examples, etc.) for
the arguments.
3. Another Consumer Behaviour Aspect: (~800 words)
o Clearly identify another consumer behaviour aspect from the following:
 Attitudes and Consumers’ Decision-making Process
2 of 4
Subject to the External Examiner’s approval and may be subject to change LUBS5422
 Consumer (& Brand) Identity and Personality
 Reference Groups, Social Influences
 Consumer Behaviour Outcomes: Innovation and Resistance
 Perception, Attention, and Emotions
 Needs, Motivations
 Consumer Wellbeing and Research in Consumer Behaviour
o Discuss how this aspect relates to your chosen organisation’s marketing activities
across the two cultures or subcultures.
o Using theories and concepts related to this another consumer behaviour aspect,
explain what the organisation has done that was appropriate and what was not
appropriate (i.e., problems or deficiencies in the marketing activities). This part requires
a literature review of theories and concepts related to the consumer behaviour aspect
that are being used for analysis and supporting evidence (i.e., reports, statistics,
illustrative examples, etc.) for the arguments.
4. Recommendations: (~600 words)
o Based on your analyses in both Sections 2 and 3 (i.e., Culture and Another Consumer
Behaviour Aspect), make recommendations to address the problems or deficiencies in
the current marketing activities (i.e., identified in Sections 2 and 3) across the two
cultures or subcultures.
5. Conclusion: (~300 words)
o Concluding remarks (i.e., sum up the key points of the report)
6. References (cited works only):
o Follow the Harvard referencing format consistently for both in-text citations and
reference list.
Appendices (optional):
o Supplementary materials such as charts, graphs, visuals, and research instruments (if
any, for example, raw data, survey questionnaires, interview transcripts, etc.)
Assignments should be a maximum of 3000 words in length.