Assessment Description.

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Assessment Description.This assessment is a culmination piece, in which you will be given an opportunity to combine theinformation you have accumulated in Assessments 1 and 2. More importantly, you will need to showcasean understanding of marketing issues related to consumer behaviour such as attitudes, groupinfluences, culture, social class, consumer learning processes, and personal buying decision-makingprocesses.The Task: Based on the scenario below, you are required to write a 2000-word report. In this report,you must demonstrate an understanding and application of various consumer behaviour concepts andtheories by analysing the facts gathered from the video and the survey, and present strategicrecommendations. You will be required to incorporate recent peer-reviewed literature to justifyyour proposed recommendations.Scenario: Imagine that you have just been employed by the company of your chosen FMCG productthat you analysed in your earlier assessments. You have recently learnt that the company’s customerloyalty has declined over the last year and that repeat purchases are at a historic low.You have now been asked to prepare a report in which you must critically analyse company’s currentmarketing strategy and marketing communication mix and its alignment to your findings in assessment1 and 2. More specifically, you will need to determine if identified consumer behavioural factors inprevious assessments align with company’s current marketing focus. Based on your analysis, you arealso required to provide at least three strategic recommendations to the board of directors, along withreasons for recommending further improvements, all of which must be based on scholarly sources.Assessment FormatThe paper is to be presented in a professional report format and cannot exceed 2000 words. In allof the responses, whilst your views are important and must be shared, you must cite consumerbehaviour theory to support your position.Your report MUST follow this professional structure:Table of ContentsTable of Figures (optional)Executive Summary (1 page long, no more or less)Selected FMCG Product Overview (250 words)Critical Analysis (1150 words)Strategic Recommendations (600 words) that are logical and feasible.Appendices (optional)Reference List (You MUST use Harvard Refencing Style)NB: Title page, Table of Contents, Table of Figures, Executive Summary, Reference List &Appendices do not count towards the word limit of your analysisYou must use a minimum of 15 referenc

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