The paper should (1) discuss and analyse relevant consumer behaviour issues and (2) show how these issues affect the product/service category you have chosen. Then the paper should discuss the implications for marketers. The majority of references will relate to the theoretical concepts discussed rather than the product/service category itself. You must do two things to successfully complete the essay. Firstly, you must become highly familiar with the various consumer behaviour concepts in the text. Secondly, you must do extensive research into the product/service category - periodicals, journals and newspapers should be thoroughly searched for articles related to your topic. Remember, the main focus of this assignment is on ‘consumer behaviour’, therefore, any discussion on marketing strategy relates to implications for marketers. It is suggested you choose 1 to 3 of the most relevant consumer behaviour concepts and examine these in depth, rather than examining many factors superficially. Research paper (clearer understanding): •Presented in essay format (non-numbered headings are acceptable and actually help guide the reader through the paper) •No more that 3000 words – approximately 15 references. •Referencing style to be used is APA – guidelines are at learning@Griffith •Appendices can be included. •No table of contents or executive summary necessary PART A •Select a product/service category of interest to you. •This section should be no longer than 500 words. •You can write this section in first person e.g. I like this because….. •You must discuss and reflect on your behaviour in relation to your chosen product category. •This section must exhibit adequacy, relevancy and clarity of information. •Consult your marking criteria. PART B •You must discuss the relevant consumer behaviour concepts related to your product category discussed in Part A. •This is where you need to use your textbook (please refer to the course outline and lecture notes / slides) as a guide to remind you of the concepts we have already learned and will learn during the course. •Select approximately 1 to 3 of these concepts/theories etc. •This part is all about writing an essay on the consumer behaviour concepts/theories you have chosen that relate to your product category. This IS NOT an essay on your product category. •Find information from academic journals, newspapers etc. •Consult your marking criteria. EXAMPLE: I prefer that you DO NOT use this example in your assignment. Product Category: Cigarettes Related Consumer Behaviour Concepts: Your essay could be related to the various attitude theories in Chapter 7 – you could use the reference section of Chapter 7 as a guide to finding out more information for your essay through related journal articles.