MKT3214 Consumer Behaviour Module

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CENTRE FOR UNIVERSITY OF HERTFORDSHIRE PROGRAMMES
Assignment Cover Page
Module Title: Consumer Behaviour Module
Code: MKT3214
Assignment
Title:
Self-Reflection based on Group
Assignment Date: 11/10/2021
Student Information: (Do not include your name unless your tutor has told you to do
so.)
Name* Student ID*
WONG PEI JIUN J18026545 ☒
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AND one electronic version via Black Board.
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*Tick () the box next to your name, agreeing to the ‘Academic Conduct’
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been copied from elsewhere, and that any extracts from books, papers or other sources
have been properly acknowledged as references or quotations. In addition, I(we) agree
that the electronic version of this assignment may be subject to electronic analysis for the
detection of collusion, plagiarism and other forms of unfair advantage.
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Table of Contents
1.0 Introduction..................................................................................................3
2.0 Content.........................................................................................................3
2.1 Scope and Role................................................................................................3
2.2 Disagreement/ Conflict....................................................................................3
2.3 Key Ideas based on Behavioural Psychology & Overall Consumer
Behaviour....................................................................................................................4
2.4 Recommendation.............................................................................................4
3.0 Conclusion...................................................................................................5
4.0 References....................................................................................................6
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1.0 Introduction
The purpose of writing this report is to study on the behavioural psychology and
consumer behaviour based on the process of doing group assignment with group
members. Gibb’s Reflective Cycle will be used to guide me while writing the
content of this report, such as evaluation, analysis and action plan. 50
2.0 Content
2.1 Scope and Role
After discussing with the group members, we agreed with the group
leader, Xue Lin and divided the assignment into 9 parts. The 9 parts of the
group assignment include executive summary, introduction, content,
conclusion and recommendations. The tasks were distributed equally and
I was in charge of writing the digital marketing tools for 7-11,
recommendations to boost sales and conclusion. 60
2.2 Disagreement/ Conflict
The conflict experienced based on the group assignment would be the
work style conflict. Different people have different work style. The group
members also have different preferences on how to complete the
assignment as well. Hence, the work style conflict arises while we were
doing the group assignment. Some of the group members are self-starters
and they could complete the tasks quickly with little guidance. However,
some of the group members need more guidance and might not complete
the tasks quickly. This makes the group members that need more
guidance, feel pressured while doing the tasks when other has already
completed their parts. The group members should respect and deal with
each other’s differences. In addition, communicate with each other and
take the initiative to help the group members who face difficulties while
doing group assignment. By doing these, the group members could avoid
this conflict and complete the assignment effectively. 151
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2.3 Key Ideas based on Behavioural Psychology & Overall Consumer
Behaviour
Work style conflict could cause both positive and negative impacts. It may
cause delay in assignment and decrease the group’s productivity as some
of the group members may not accomplish their tasks on time. The
conflict may also damage the relationships with group members (Wang,
2020). The group members could not resolve the conflict if they do not
have adequate communication with each other (Mohammad Junaid Alam,
2020). It can decrease the motivation of group members. However,
conflict could optimize the assignment process and improve relationships
with group members if they resolve the conflict immediately. The conflict
could be reduced or avoided by using the accommodating and
collaborating styles as these styles have high concern for others and high
emotional intelligence (Udayan Dasgupta, 2019). For example, the group
members should recognize that everyone has a different work style and
find ways to collaborate with each other to complete the assignment
despite those differences (Rose, 2019). 144
2.4 Recommendation
Many people are jobless due to this pandemic and trying hard to survive
through this harsh time. Hence, 7-11 could offer lowed price products or
free products for the customers as the customers are more likely to
purchase these products which can help them to save money
(Ashwinkumar Santoki, 2020). Besides, 7-11 could advertise their
products by using methods that can adapt to the current situation
(Hoekstra, 2020). For example, social media marketing, radio advertising,
email marketing and decrease the outdoor advertising. This helps 7-11 to
reach to all potential customers. 7-11 should always maintain relationships
with the customers which allows them to understand the customer
problems. By doing this, 7-11 can provide better service for the customers
and enhance the customer loyalty (Ginting, 2021). Lastly, 7-11 could
provide the online shopping service for the customers via their app or
website. The customers could still purchase the products from 7-11 during
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lockdown and it also helps 7-11 to complement and protect their physical
stores (Wood, 2021). 158
3.0 Conclusion
In summary, we should accept and respect the differences between group
members and have an effective communication so that we could resolve or avoid
the conflicts. For businesses, they should understand the consumer behaviour
and apply marketing strategies that can adapt to the current situation. 45
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4.0 References
Ashwinkumar Santoki, 2020. MARKETING STRATEGIES DURING COVID-19.
[online] Jcreview.com. Available at: <http://www.jcreview.com/fulltext/197-
1596853768.pdf> [Accessed 1 October 2021].
Ginting, A., 2021. How to Increase Online Sales Turnover during the COVID-19
Pandemic. [online] BusinessTech. Available at:
<https://www.hashmicro.com/blog/how-to-increase-online-sales-turnover-during-
the-covid-19-pandemic/> [Accessed 1 October 2021].
Hoekstra, J., 2020. Marketing in the era of COVID-19. [online] SpringerLink.
Available at: <https://link.springer.com/article/10.1007/s43039-020-00016-3>
[Accessed 1 October 2021].
Mohammad Junaid Alam, 2020. Impact of Managing Conflicts in Team Member.
[online] Jcreview.com. Available at: <http://www.jcreview.com/fulltext/197-
1593506732.pdf> [Accessed 1 October 2021].
Rose, V., 2019. 3 Common Workplace Conflicts Managers Should Prepare to
Handle - PPS. [online] Pollack Peacebuilding Systems. Available at:
<https://pollackpeacebuilding.com/blog/common-workplace-conflicts/> [Accessed
1 October 2021].
Udayan Dasgupta, 2019. Avoid or Engage? Issues of Relationship Conflict in
Project Teams - a Review. [online] ResearchGate. Available at:
<https://www.researchgate.net/publication/335660062_Avoid_or_Engage_Issues
_of_Relationship_Conflict_in_Project_Teams_-_a_Review> [Accessed 1 October
2021].
Wang, N., 2020. A Systematic Approach to Effective Conflict Management for
Program. [online] SAGE Journals. Available at:
<https://journals.sagepub.com/doi/full/10.1177/2158244019899055> [Accessed 1
October 2021].
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Wood, A., 2021. 5 Ways to Grow Retail Sales During Lockdown. [online]
Keycraft. Available at: <https://www.keycraftglobal.com/news-and-insights/5-
ways-to-increase-retail-sales-during-lockdown/> [Accessed 1 October 2021].
Safe Assign
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