Module Code

ARTD1109

Assessment Type

Illustrated Report (30CATS)

Module Title

Consumer Intelligence

Weighting

100%

For your referral assignment you must refer to the feedback on your previous submission before you begin work on this referral. Based on the summative feedback provided, you must decide which sections of your assignment to re-do or to develop according to the feedback provided. You should make it clear which sections have been improved via changing the colour of the written text OR showing track changes. The assignment brief is therefore the same as for your original and this can be found below:

AIM OF CONSUMER INTELLIGENCE MODULE The study of consumer behavior. covers a lot of ground: It is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Michael Solomon, 2015)

Understanding consumers is at the core of creative marketing and management strategy. the consumer intelligence module will introduce you to the theoretical frameworks, research methods, professional tools, and key concepts that will enable you to develop your knowledge of consumer-centric marketing. You will be taught to critically analyse and then apply information from a range of sources. You will be introduced to primary and secondary research sources and methods that will help you to understand consumer groups and patterns of consumption. You will use a range of consumer profiling resources available through the University blackboard and library including: Mintel, Euromonitor and LS:N Global.

THE BRIEF (2500 Illustrated Report + Reference list + Image Reference List + Bibliography

The assignment is made up of 2 parts that form. 100% of the brief. The assignment involves undertaking analysis of a certain consumer segment initially based on a generation of consumers within a specific global location and then narrowed down to a specific subculture within that group. Within the brief you will conduct a segmentation analysis of these consumers and then reflect on the benefits and pitfalls of consumer segmentation and analysis.

HOW TO START

After initial research, choose one of the following Generations* from a culture of your choice (you must be able to access resources for your chosen culture from the recommend sources).

· Gen Alpha (born in 2010 or later)

· Gen Z (born between 1995 and 2010)

· Gen Y (born between 1976/ 1980 and 1995)

· Gen X (born between 1965 and 1976/ 1980)

· Baby Boomers - Woodstock Generation (born between 1946 and 1965)

* You will find different date ranges for these generations within the work of different authors so for the benefit of this project use these above dates as a guide and then define the precise date range you are referring to in your assignment. Please also provide a citation if you reference a range cited by an author or organisation.

INTRODUCTION 50 words

What is the focus of your assignment? What sources will it refer to? What frameworks/theories will it engage with?

PART A Demographic Analysis 1000 WORDS

What defines your chosen generation in a specific country or capital city of choice? What events and experiences in their lives have shaped their viewpoints in current society and how might they compare to other generations? Look at social and cultural factors, as well as political and economic factors.  Define and analyze the current demographic characteristics of this generation, using a variety of primary and secondary sources. Discuss income, spending, life stage and geography. Use ONS Data, Statista, Acorn Reports (if UK based), Mintel and Euromonitor, etc., as well as further reports to support your analysis considering trends and shifts in current data. Using a combination of visual images, graphs/data and written text to critically analyze this information.

PART B Psychographic Analysis 1000 WORDS

This section asks you to focus on a smaller subculture within your generation of choice. Remembering why, for marketeers, it is essential to understand the consumer apply psychographic theories and methods, apply these to your chosen demographic group and use them to expand upon your understanding of this consumer. Use a pen portrait, empathy mapping and visuals to provide a detailed depiction of an individual at the center of this consumer group. With a clear understanding of the demographics and psychographics, analyze patterns in consumption behavior, on and offline, using examples to illustrate.

CONCLUDE 450 WORDS
Conclude with a summary on the advantages and disadvantages of consumer segmentation analysis using the core reading to assess the effectiveness of the different ways currently used in fashion as well as identifying any new approaches.