Assignment Task:
1. Referring to consumer behaviour theory and key terminology, explain how Popeyes’ consumers’ purchasing decisions are influenced by two sub-factors from any two of the following factors: individual, psychological, social, cultural (a total of 4 sub-factors).
2. Explain how Popeyes Birmingham New Street segments the market, referring to two sub- factors from any two of the following factors: demographic, psychographic, geographic, behavioural segmentation (a total of 4 sub-factors).
3. Provide a detailed, illustrated customer persona for a typical customer for Popeyes.
4. Identify how Popeyes Birmingham differentiates itself from its competitors (referring to its unique selling point – USP). Then, referring to two elements of the marketing mix, explain how Popeyes attracts the target market to its Birmingham restaurant.
Marketing Criteria:
● Below are the marking criteria that align with both the task(s) set and the quality of your document. Clear weightings/marks will be noted for each criterion.
● The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.
Task And Document Format Guidance:
● Focus on attention to detail, quality of work and overall academic standards. Specific Guidance for this Assignment:
● Provide a title page, and list of contents.
● Provide a brief introduction.
● Address each task in order.
● Provide suitable subheadings for each task.
● Task 3 requires an illustrated customer persona, not a written description.
● Provide a conclusion to the report (no recommendations are required).
● You must refer to key theory and key terminology, providing valid academic references to support definitions – in particular referring to sources from the reading list.
● You should provide valid supporting evidence (references) from your research.
● Ensure you adhere to the guidelines on UCB referencing and writing conventions (see final page of this remit).
● For additional guidance on report writing, refer to the Assignment Life Cycle (see final page of this remit).
● For additional guidance on this assignment, please access the assignment vodcast available on Canvas.
Learning Outcomes:
● Learning Outcomes are what the student needs to demonstrate after completing a module. An assessment is a way in which students can demonstrate their achievement of these Learning Outcomes. Learning Outcomes are NOT the same as the assignment task.
1. Understand the role of marketing within business organisations
2. Assess the principles of consumer behaviour and buyer decision making
3. Examine how research and the strategies of segmentation, targeting, and positioning are used to establish customer value.
Academic Skills Outcomes:
● The Academic Skills Outcomes to be developed by completing this assignment can be found here.
● For Apprenticeship programmes, identify the applicable Knowledge, Skills, and Behaviours the assignment seeks to test