Consumer Behaviour

Learning outcome 1: Reflect upon the impact of macro, social and cultural perspectives on consumer behaviour

Learning outcome 2: Develop a broader understanding of consumer behaviour that encompasses consumer culture theory and other relevant perspectives

Report and Presentation

Heraclitus, a Greek philosopher, is quoted as saying "change is the only constant in life."

Almost 190,000 UK jobs have been lost in the embattled retail sector since shops were first forced to close a year ago. The Centre for Retail Research revealed that 188,685 retail jobs have gone between the start of the first lockdown on 23 March 2020 and 31 March this year.

Retail bosses have raised concerns that the high street will still be very challenging for retailers despite the easing of restrictions, as business rates payments return for many.Guardian 2021

"Online is not only capturing a greater share of consumer spending, but it is also highly influential in what consumers are choosing to buy - no matter where they are making the final purchase. Whilst the online-only retailers are outperforming at present, this is because they have a better understanding of their customers and are responding faster to changes in how people are shopping". Samantha Dover, Senior Retail Analyst, Mintel, October, 2020

The above quotes highlight the dramatic changes in the UK retail industry over the last few years. Discuss how a greater understanding of the macro-view of consumer behaviour can enable UK high street retailers to survive in the coming years.

Areas which you may choose to focus on include:

Cultural and Social Change

Digital Influencers

Experiential Marketing

Reference Groups

Changing patterns of buying behaviour

Marketing Communications

The Impact of Technology in Retailing

You must discuss four of these factors in your report in a balanced and equal way. Each topic must make use of at least one academic paper.

You may also make use of additional information from Mintel reports and other retail sources such as Retail Week, Retail Gazette, Retail Bulletin, British Retail Consortium, and Retail Technology.

You must demonstrate an understanding of the theory behind each factor and provide examples or suggestions as to how this will be of use to UK retailers

You may choose to focus on a particular area of retailing - fashion, cosmetics, sporting goods etc - or to focus on general areas of retailing.

Word count 3,500 - 4,500