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AMB200 Consumer Behaviour
Assessment Item 2: CB Report
Consumer Behaviour Topics
There are two consumer behaviour topics for this assignment. You should choose one (1) of these
topics as the subject of your Consumer Behaviour Report.
Topic 1: Deciding on a University: The Role of Others
Today young people wanting to enter into a University education are faced with a myriad of choices.
There are Universities that cater to all, whether it is attending in person, or studying online. Further,
overseas and interstate Universities are enticing young consumers into their programs offering
incentives.
However, for such a complex and important decision, it is likely that young people are also
influenced by others. In particular, parents/guardians or significant others may have a role to play in
the decision making process, and may consider other factors such as how to ensure the quality of
the education, or the likelihood of the student having a job at the end of their time at University,
hence setting them up for a successful future. The challenge for Universities lies in communicating
with both the primary audience (students) and the secondary audience (parents/guardians, or
significant others) about the benefits of an education at their Institution.
There has been a lot written and researched about the decision making aspects of choosing the right
University. You are to research how parents/guardians or significant others form a part of this
process and how they influence the decision made. Considering the complex nature of such a
decision making process and the influence that ‘others’ are likely to have, what do you recommend
QUT can do to ensure that the right message gets across to both potential students and their
parents/guardians or significant others?
* Relevant readings to help you get started (there are others):
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of
Consumer Research, 9 (4), 183-194.
Kaplan, M. F., & Miller, C. E. (1987). Group decision making and normative versus informational influence: Effects of type of
issue and assigned decision rule. Journal of Personality and Social Psychology, 53 (2), 306-313.
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