Assignment Guidelines:
Essay Title: Critically assess the impact of the various aspects under the underlined subtopics provided on consumer Behavior. Focus on how it will/has affected/Implications?
Question 1: How has digitization/social media adoption affected Communication with consumers? (How will it change communication with customers?
Question 2: What is the psychological influence of digitization/social media adoption on customers/is there a key influence on: consumer behavior? Focus on
a. Motivation
b. Perception
c. Attitude
d. How consumers learn
Allocate more pages to this (item 7) say 15-20 pages.
Question 3: What is the social influence of digitization/social media adoption on customers/is there a key influence on: consumer behavior?
Under Social influences look at:
- Reference groups
- Celebrities
- Families
- Culture/sub-cultures
Question 4: What is the influence of digitization/social media adoption on customers/ (how will it/has it affected/is there a key influence on: The consumer decision making process with reference to buying existing Products/new products and adoption behavior to new/existing products
Question 5: How has digitization/social media adoption affected consumption of public services by consumers (citizens)?
Consumer 'segments' to consider:
- Youth vs old; digital vs non-digital
- Brick and mortar vs walk-into-bank customers
- Mpesa case
Question 6: What is the influence of digitization/social media adoption on customers/is there a key influence on: voter behavior/ voter as a consumer?
Need around 2750 words essay per topic, comprise footnotes, the bibliography is not counted. A conclusion is a sum of all essay ideas and finding. Format: APA, Pages: 10 pages (2750 words) per topic. Number of sources: 10 to 15 per topic (Please, give digital sources used).
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