CASE/ SCENARIO Since the beginning of the COVID-19 pandemic, it was clear that it would change consumer behavior once and for all. The pandemic has also shown us how little we know about responsible consumption. The changes to consumer behavior that it has already brought are mostly positive and will hopefully remain that way in the upcoming future. After the initial stage of panic-buying came the lockdown. The majority of consumers, most

Module Learning Outcomes

LO1 Explain current developments in consumer buying behavior
LO2 Identify and explain factors that influence consumer behavior
LO3 Evaluate current models in predicting consumer purchase decision making
LO4 Evaluate consumer behavior trends within a business context

CASE/ SCENARIO

Since the beginning of the COVID-19 pandemic, it was clear that it would change consumer behavior once and for all. The pandemic has also shown us how little we know about responsible consumption. The changes to consumer behavior that it has already brought are mostly positive and will hopefully remain that way in the upcoming future. After the initial stage of panic-buying came the lockdown. The majority of consumers, mostly out of fear of getting the disease, were forced to restock their household essentials by shopping online. The global pandemic has definitely changed the way we approach shopping and choosing our products. While the world had to go through trial and error with panic-buying, it made us more conscious about the value of products and to differentiate our wants from our needs.

[References]
Fomby D. (July 2020) “Consumer Behaviour During the Pandemic: Current Changes and Future Prospects”, Crowded Sourcing Week. (Online) Available at:

https://crowdsourcingweek.com/blog/consumer-behavior-during-pandemic-current-changes-and-future-prospects/ (Accessed December 2, 2020)

You are a top sales manager with a leading car dealership in Singapore.

The company has been running a successful car business and now intends to set up another branch. You are required to prepare a feasibility study on consumer behavior in Singapore and submit it to the general manager.

For this purpose, you have to collect, analyze and compile the relevant information and produce a study(about 2,500 words) to advise your general manager.

Your report must contain the answers for the following tasks.

TASKS

1. Explain the impact of online shopping website towards the development of consumer buying behavior.
(Learning Outcome covered – 1; Assessment Criteria – 1, 2, 3 and 4)

2. Conduct a study on how psychological and economics factors influence the consumer behavior in Singapore.
(Learning Outcome covered – 2; Assessment Criteria – 1,2, 3 and 4)

3. Consider yourself as a Singaporean, explain the process on how local consumers make decision in purchasing personal or family car in Singapore. Is it worth it to buy a car in Singapore? State your opinion and explain the process.
(Learning Outcome covered – 3; Assessment Criteria – 1, 2, 3 and 4)

4. Evaluate the current global consumer behavior trends by identifying the positive and negative trends.
(Learning Outcome covered – 4; Assessment Criteria – 1, 2, 3, and 4)