代写Report writing
Consumer BehaviourReport writing
Consumer Behaviour
By Seyed (Sadegh) KHAKSAR
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This report structure is just a sample. You can find and apply other report structures too!
Report writing
• Report writing is an essential skill for professionals.
• A report aims to inform, as clearly and consistently as possible.
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing
• A report is similar to an essay in that both need:
1. formal style
2. introduction, body and conclusion
3. analytical thinking
4. careful proof-reading and neat presentation.
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing
• A report should generally include the following sections:
1. Title page
2. Table of contents
3. Introduction
4. Body
5. Conclusion
6. Recommendations
7. Bibliography
8. Appendices
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - Title Page (Cover Letter)
1. The report title which clearly states the purpose of the report
2. Full details of the person(s) for whom the report was prepared ( in
your case: La Trobe University; Subject of Consumer Behaviour, Lecturer: Dr Khaksar )
3. Full details of the person(s) who prepared the report
4. The date of the presentation of the report
5. Name the soft copy (digital copy) of your assignment:
Your Group Twitter ID
For example: CBE_GCS4_102
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This report structure is just a sample. You can find and apply
other report structures too!
Report
writing: Title
Page (Cover
Letter)
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This report structure is just a sample. You can find and apply
other report structures too!
Executive Summary
• It should be written last to focus on key points/findings.
• It should provide a brief overview of the whole report so that executives or
managers could read the executive summary alone without the
accompanying report.
• Do not need for references and citations.
o Purpose of the report (1 sentence)
o Briefly what you have obtained (method and results) (1-2 sentences)
o Briefly what you conclude and recommend to do for managers and marketers (1-2
sentences)
o Add the Advertisement Link in here:
https://www.youtube.come/seFctifT
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This report structure is just a sample. You can find and apply
other report structures too!
Executive Summary
Topic example: UniLab staff attitudes to personal mobile
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - Table of Contents
• The Table of Contents is a list of the headings and appendices of the
report.
• Depending on the complexity and length of the report, you could list
tables, figures and appendices separately.
• Make sure the correct page numbers are shown opposite the
contents. Up-to-date word processing packages can generate a table
of contents for you.
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This report structure is just a sample. You can find and apply
other report structures too!
Report
writing- -
Table of
Contents
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Report writing- - Introduction
• Introduce the topic and engage the reader (1-2 sentences).
• Background to the topic – briefly explain why it is important. Offer a brief
context to the topic? (2-3 sentences)
• State the purpose of the report (focus on your topic) (1-2 sentences)
• Background the hypothetical scenario (the advertisement) (2-3 sentences)
• It is always a good idea when writing an essay to let the reader know how
you have organised the flow of your arguments and ideas. So yes, you
should have a short paragraph that states the flow of the essay (1-2
sentences).
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - an Example for Introduction
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Report writing- - Body
• The body section expands and develops the material in a logical and
coherent manner, reflecting the structure outlined in the
Introduction.
• It contains a description of the findings and a discussion of them.
• It should also relate the findings to any theory of relevance.
• The following questions are examples of some of the types of
questions the body of your report should seek to answer:
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - Body Paragraph 2- -3 3
Identify the advertisement, the product, product class and the general type of advertising appeal used.
First Paragraph: Advertisement Background
1. Describe the advertisement in a way that everyone understands what is going on! (1-2 sentences)
2. Check what company(s) is involved in this advertisement as the main topic and then go to its website to collect more data
such as how strong it is in the market; when it is established and what segments of the market they fosuc more on (2-3
sentences)
• Make sure you have cited the Company’s website as a reference.
3. How does the advertisement relate to the subject CBE (1-2 sentences)
SecondParagraph: Advertisement Selection and Justification
1. What do they produce? Give a brief explanation of the product, its use and consequences to daily life. (1-2 sentences)
2. What type of product is it? Services/Goods? (1-2 sentences)
• A class of products that provides a substitute for another, according to how wide or narrow the product definition is. In the market for ‘transport vehicles’ a
narrow product class maybe include, for example, cars, vans, and motorcycles, while a wide or broad product class would include aircrafts, ships, trailer trucks or
buses.
3. Discuss general type of advertising appeal that you see in the advertisement (look at the next slide).
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - Body Paragraph 2- -3 3
Identify the advertisement, the product, product class and the general type of advertising appeal
used.
3. Discuss general type of advertising appeal that you see in the advertisement.
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How do these appeals lead
to:
Hedonic Values
Utilitarian Values
This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - Body Paragraph 4- -5 5
Analyse in a detailed and structured way (in a logical report format) the consumer behaviour
issues involved, their relevance and why they are important. These consumer behaviour issues
may include:
Product positioning relevant to
Competitors (e.g. differentiation): does Product Y contrast Company X’s strengths against the
competition?
• Conduct research (Google Scholar and websites) to determine how the competitors are positioning
themselves differently, the strategies they’re using, and how successful they’ve been.
• Different stakeholders, different segments of customers and etc.
• Different colour, shape, size, marketing channel and etc.
16Report writing
Consumer Behaviour
This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - Body Paragraph 4- -5 5
Analyse in a detailed and structured way (in a logical report format) the consumer behaviour issues
involved, their relevance and why they are important. These consumer behaviour issues may include:
Product positioning relevant to
Emotional appeals:
• Where does emotion enter the advertisment?
• What do customers feel/perceive while using this product?
• Does the product help customers achieve their emotional goals? If so, what kind of value theyperceive? Greater value of their
emotional goals than when they just use the product?
• What about other companies? Can these companies provide the same value forthe customers eventhough the both products (the
company product and the competitor product) are somewhat the same (the same quality, same price and etc.).
Positioning a product around its functional benefits and around the factors that bring its emotional appeal is the key to an effective
product positioning strategy.
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - Body Paragraph 6- -7 7
Analyse in a detailed and structured way (in a logical report format) the consumer behaviour
issues involved, their relevance and why they are important. These consumer behaviour issues
may include:
Product positioning relevant to
Decision-making prompts:
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Report writing- - Body Paragraph 8
Analyse in a detailed and structured way (in a logical report format) the consumer behaviour
issues involved, their relevance and why they are important. These consumer behaviour issues
may include:
Product positioning relevant to
Cultural appeals:
• Core societal values (CSV): Individualism; Masculinity; Power Distance; Uncertainty Avoidance; Long
Term Orientation; Indulgence
• Types of Communication: Verbal and/or Non-verbal
• What Generationthis advertisement belong to: Greatest generation, Baby Boomers, Generation X,
Millenials, Silent generation and Generation Z
• Some other cultural aspects: Religious , Ethnic, Social Class, Income, etc.
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This report structure is just a sample. You can find and apply
other report structures too!
Report writing- - Body Paragraph 9
Analyse in a detailed and structured way (in a
logical
Report writing
Consumer Behaviour
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