Topic: Buyer BehaviourOrder DescriptionModule AssessmentCoursework 1: Individual AssignmentCritically evaluate how consumer motivation, perceptions, learning and attitude formation (includingemotional drivers) could influence purchasing of your chosen product. In addition to taking a broad view youwill need to refine your analysis to consider a specific example.? Format: The assignment is to be presented in a format of a Business Report. Your writing shouldinclude references within your text with a full list of references at the end of your document usingthe Harvard referencing format – CULC referencing guide.? Word count: The word limit 2,000 words(this does not include reference list and appendices – nomore than four pages).? Weighting: This assessment counts 40% towards your overall module mark.? Submission: Each student will submit coursework 1 (with a name and student ID) via Moodle by 9amon Monday 23 May 2016 (week 6) .Assessment Criteria? LO1: Critically evaluate alternative theory on the nature of the individual consumer.? LO2: PART A Analyse psychological and social influences on consumer behaviour (Part A focus is on thepsychological issues)? LO2 PART B Analyse psychological and social influences on consumer behaviour. (Part B focus here is onthe social influences)? LO3: Evaluate influences of culture on consumer behaviour.? LO4: Demonstrates the ability to synthesise and communicate information in a manner intended for itsappropriate audience.? Understanding the concepts of human behaviour concepts and their influence on consumer decisionmaking.? Knowledge and understanding of relevant marketing theory, models and frameworks.? Quality of resources used.? Coverage of all aspects of the assignment requirements.? Level of Critical Analysis? Overall evaluation and interpretation of data.? The ability to consider and examine different perspectives (both academic and non academic) and howthey may influence the student’s own point of view.? Practical application? Conclusions? Professional presentation: Language