Major Consumption Decision

Length: 1500 words maximum Details Renting a house can be a major consumption decision, subject to many competing influences. This assignment requires you to look at the rental property choices of 3 people, and provide your analysis on those factors leading to their decisions. Firstly, please download the 5 survey questionnaires completed by 5 different respondents (these questionnaires will be posted on Moodle from Week 5). After reading through these questionnaires, please pick 3 questionnaires/respondents (you can pick any 3 you like) as the target for your analysis. You will notice that these questionnaires are mainly about making decisions among 6 different rental property options. Secondly, please use the theoretical areas below to analyse the behaviour of your chosen respondents. Please explain the differences between their rankings of evaluative criteria and their choices of rental properties, using theories from: Personality Demographics (age, gender, family situation, income, ethnicity etc) Lastly, please provide recommendations to the marketer of ANY ONE of the rental property options featured in the survey questionnaires – what are the characteristics of her/his likeliest customers and how might she/he best attract them by applying the theories of learning and memory? Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references. Assessment Criteria Report structure, writing style, and referencing – 10 marks Analyse the behaviour of chosen respondents using the theories of personality – 10 marks Analyse the behaviour of chosen respondents using the theories of demographics – 10 marks Recommendations – 10 marks Theoretical support (from at least 10 journal articles) – 10 marks Total – 50 marks

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