NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) ASSIGNMENT BRIEF

Unit Code, Number and Title L/618/5120 - Unit 33: Marketing Insights and Analytics

Semester and Academic Year Semester 2 / Academic year 2022 - 2023

Unit Assessor(s) Le Thi Thu Mai / Do Minh Diep

MIA A1.1: Consumer decision-making process and customer

Component Number and Title
experience
Issue Date
10:00 am, Wednesday, April 12, 2023 (Week 7)
Submission Date
(soft-copy only via Moodle)

Student name LE KHANH ANH TAM

NEU Student ID 10210392 Pearson ID

I certify that the evidence submitted for this assignment is my own. I

Learner declaration have clearly referenced any sources used in the work. I understand that
false declaration is a form of malpractice.

Student name / Signature LE KHANH ANH TAM Date: 17/4/2023

Submission format

 This is an individual assignment.

 The submission format is in the form of an E-report. Please refer the “Turnitin Submission Rules”
that was posted on Moodle.
 The file on Turnitin must be in Word format and include the first page of this cover sheet. The
first page of the cover sheet should be in the picture format in order to ensure the accepted
similarity of Turnitin.
 The similarity allowed is up to 25% after excluding references.
 Name of the file includes Student ID_Unit name_Assessment no. (E.g. “1010001_MIA_A1.1”)
 Ensure that authenticity declaration has been signed electronically.
 Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is
identified in your work. There are no exceptions.

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  Your evidence/findings must be cited using Harvard Referencing Style. Please refer to
Reference guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.

 This assignment should be written in a concise, formal business style using Arial 11 or Times
New Roman 13 font size and 1.5 spacing.

 The word limit is 4000 words (+/- 10%).

 You MUST complete and submit softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit. This rule is not waived under any circumstances.

 Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully.
To pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).

Unit Learning Outcomes

LO1: Investigate characteristics and influences on consumer decision-making processes in different
organizational contexts.
LO2: Apply techniques to enhance the customer experience and develop customer relationships for
marketing purposes.

Vocational Scenario
In 2019, Vietnam entered the top 10 of Asia's most desirable and vibrant food and beverage (F&B) markets
(IBM, 2019). Up until 2019, the total retail sales of consumer goods and services will continue to increase
gradually. Currently, the largest portion of customers' monthly expenditures (approximately 35% of
spending) goes toward food and beverages.

With 70% of the population under 35 and rising incomes, businesses must devise novel solutions to satisfy
consumer demand for quick-to-prepare, superior-quality food. Young people are responsible for setting
culinary trends. The Gen-Zs' high levels of curiosity and desire for novel experiences lead them to
constantly seek novelty in exposure to various international cuisines. This generation is also more
conscious of how their actions affect the environment, making them crucial influencers of the food and
beverage industry trends in Vietnam in 2022. They are now more worried about their health and wellbeing.
Therefore, green and clean items will be the new market train in the coming years. As a result of the new
trend, established businesses in the industry and newcomers to the F&B market can benefit from
Vietnamese consumers' new eating habits, such as their love of green, healthy snacks, as well as their new
eating style, and group dining.

Your task
Select one F&B manufacturer / restaurant / chain with green AND/OR healthy choices in Vietnam to
be your ‘client’. As a marketing consultant, you have been commissioned by this company to develop
customer experience strategy which will deliver a positive customer experience with the brand (company).
To do so, you will apply your knowledge of individual and external factors to explain how each factor might

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work in influencing the purchase decision of the green AND/OR healthy F&B product. This analysis will
inform the development of customer experience strategy that you recommend the company adopts.

Assignment activity and guidance

You are preparing to write a report to the Marketing Director. The report encompasses two
sections.

Task 1: The consumer-decision making process

In this section of the report, you need to discuss and analyze the following areas:

- Characteristics of the brand’s (company’s) customers (chia theo segmentation j)

- TWO of the individual influences on buyer behaviour, e.g. motivations, values, the digital
environment, consumer learning, perceptions, e.g. dynamics, imagery and risk; attitudes,
lifestyles. (chỉ ra điểm tốt của doanh nghiệp, ảnh hưởng tới khách hàng ntn, or chưa tốt thì
ntnao, tsai chưa tốt=> đề xuất của mx cái chưa tốt)
- TWO of the external influences on buyer behaviour, e.g. ethical considerations, climate change,
sustainability, global pandemic, group influences on buyer behaviour, e.g. reference groups,
culture, opinion leaders. (
- The five-stage buying process of the brand’s (company’s) consumers (trong yếu tố ra quyết định
mua có kìm hãm j k, sau lúc mua ntn)

Hints:

- Characteristics of the brand’s (company’s) customers

Tips: You can use existing definitions and descriptions in books, journals or internet to identify
characteristics of the brand’s (company’s) customers, including types of customer, organizational
context, needs, wants, values. Moreover, you need to relate to the characteristics of customers of the
chosen brand (company).

- TWO of the individual influences on buyer behaviour

Tips: Use existing definitions and theories in books, journals or internet to identify individual factors that
can influence buyer behaviour (motivations, values, the digital environment, consumer learning,
perceptions, e.g. dynamics, imagery and risk; attitudes, lifestyles). Select and discuss 02 of these
factors that can influence customers in their buying behavior of green AND/OR healthy F&B product of
the brand (company) you have chosen. Be sure to include in your discussion an evaluation of any of the
company’s current marketing strategies for this product, in terms of whether their current strategies
seem to apply knowledge of these factors well, or not. For example, your discussion of ‘perception’ may
reveal how Gestalt principles influence perception, and in arguing that it is relevant for the purchase
decisions of the green AND/OR healthy F&B product; and you notice that currently, the client does not
use any Gestalt principles in its marketing strategies. This recognition of a ‘shortfall’ in implementing
theories about perception (or any of the influencing factors) would lead to a recommendation of what
the brand (company) can do to influence their buyer behavior more effectively.

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 - TWO of the external influences on buyer behaviour

Tips: Use existing definitions and theories in books, journals or internet to identify factors that
influence buyer behaviour (ethical considerations, climate change, sustainability, global pandemic,
reference groups, culture, opinion leader). Select and discuss 02 of these factors that can influence
customers in their buying behavior of the green AND/OR healthy F&B product of the brand (company)
you have chosen. You then need to provide TWO recommendations on how the brand (company)
could better influence consumer buyer behaviour by changing their current marketing strategies to
incorporate your insights regarding the two external influencing factors you selected. Don’t forget to
review the existing practices, and ensure that your recommended practices can help the brand
(company) influence the buyer behavior more effectively.

- The five-stage buying process of the brand’s (company’s) consumers

Tips: You can use existing definitions in books, journals or internet to describe the five-stage buying
process. You also need to clarify the importance of marketers’ mapping a path to purchase. More
importantly, you need to relate to how the target consumers of the brand (company) you have chosen
go through this buying process and describe the consumer-decision journey of these consumers.

Task 2: A strategic customer experience

The company now is keen to understand the customer journey, customer touch points and
customer experience of their target customers. You then can analyze and evaluate the strengths and
weaknesses of the current customer experience strategy of the brand (company). Based on this, you are
expected to recommend a new customer experience strategy and actions to deliver a positive customer
experience and raise satisfaction levels for their customers.

Hints

- Use definitions and theories in books, journals and articles to identify the concept of the
customer journey; the influence of digital technologies on the customer journey; the customer
touch points; and how technology is used at each touch point.
- Discuss how digital technologies can be applied to manage the customer experience.
- Analyze the current customer journey and touchpoints of the brand (company).
- Critically analyze the current customer experience strategy that the brand (company) is
conducting. Does it have any strength or weaknesses? Why?
- Provide a set of justified recommendations on how the brand (company) can adapt their
marketing mix (GỌI TÊN P ĐỀ XUẤT R MS NS ĐỀ XUẤT CJ) to enhance customer experience
and raise customer satisfaction levels. Evaluate how the application of these will help the brand
(company) achieve its objective? Are there any strengths or weaknesses the brand (company)
may have in applying these strategies or actions?

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Learning Outcomes and Assessment Criteria
Pass Merit Distinction

LO1: Investigate characteristics and influences on consumer

decision-making processes in different organisational contexts

P1: Examine the stages of the

consumer decision- making
journey for products and services M1: Evaluate how marketers
from different organisations. understand the consumer
decision- making process for a
P2: Discuss why it is important for range of products and services D1: Critically evaluate the consumer
marketers to map a path to from different organisations. decision- making process to develop
purchase and understand a strategic customer experience.
consumer decision making.

LO2: Apply techniques to enhance the customer experience and

develop customer relationships for marketing purposes

P3: Design a customer experience M2: Design a detailed customer

strategy, selecting appropriate experience strategy, selecting
techniques to enhance customer appropriate techniques to
experience to meet marketing enhance customer experience to
opportunities. maximise marketing opportunities.

* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed by the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.