Identifying and critically analysing your own consumption habits in relation to key theories explored throughout the module.

Task

Understanding your own consumption habits is vital in understanding why consumers make decisions they do, and what influences your consumption decisions. Throughout the course of this module you are required to keep a consumption` journal, that will log any purchases you make, or do not make, and anything else you may consume`. This journal will then be analysed using relevant consumption theory.

1. Demonstration of evaluation and analysis of consumer behaviour, its drivers and key conceptual frameworks

2. Identifying and critically analysing your own consumption habits in relation to key theories explored throughout the module

3. Recommendations regarding how an Advertising Agency could use this information in future marketing activities

4. Consumption Journal

5. Coherence and referencing - systematic, logical approach to the essay, correct use of the Harvard referencing system and at least 15 sound academic references that have not been simply gleaned from lecture material.

1. Part one: Consumer Decision Making Process try to identify how where different areas of the decision making process can be influenced: For example, by your world view/personality etc..Individual and group influences. Identify individual Influences such as gender, age, social class and religion which can influence decision to purchase/not purchase. This can include view of the brand etc. view on quality of product/service etc. Reviews of product etc. Identify group influences such as membership of sub-cultures, brand communities, family, culture, peers, youtube influencers, Instagram influencers and celebrity endorsers, which can influence an individual`s decision to purchase/not purchase.Also, what consumption models/theories can be used to discuss and identify consumption activities and types.