Assessment task details and instructions.
You are required to compile a portfolio report that demonstrates your theoretical and practical
understanding of the broader influences on consumer behaviour in relation to consumption of
beauty and personal care products. You can examine consumer behaviour in the broad
category of beauty and personal care products or, alternatively, you can restrict the product
categories examined (e.g. make up products only).
Your portfolio report should demonstrate your knowledge and understanding on the following
topics:
a. The concepts of Decision Making Unit and Buyer Persona and their relevance for analysing
consumer behaviour in offline and/ or online contexts for beauty and personal care products.
b. The Decision making models and their use in understanding consumer behaviour in this context
of consumption.
c. The influence of reference groups, lifestyle, consumer identity and paid influencers on
consumer behaviour in the consumption of personal care and beauty products (in both online
and offline contexts)
d. The influence of culture in consumer behaviour in relation to beauty and personal care products.
e. What would be practical recommendations (two/max three ideally) for a company (from one of
the examples previously given in the portfolio) that would like to enter this sector in a country of
your choice? These should be based on your previous analysis and justified accordingly..
