MKT 210 – Principles of Marketing
Assessment 2: Consumer Behavior Observation Report
Institution: American University of the Middle East (AUM), Kuwait
College: College of Business Administration
Course Code: MKT 210
Assessment Type: Individual Written Report
Word Requirement: 900–1,100 words (approximately 3–4 pages)
Submission Method: Moodle Learning Management System
Assessment Weight: 20% of the final course grade
Semester: Spring 2026
Assessment Context
Marketing professionals study how consumers make choices in everyday situations. Shopping habits often reflect social influence, personal preferences, and marketing communication strategies. Classroom lectures have examined several consumer behavior concepts that explain how individuals evaluate products and services before making a purchase decision.
Observation assignments encourage students to connect theoretical knowledge with everyday market activity. Careful observation helps reveal patterns in consumer decision making that may not appear in textbooks alone. Many marketing researchers use observation methods to understand how customers respond to product displays, pricing signals, and promotional messages.
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Course participants will conduct a short observation activity in a retail or service environment and analyze the behavior of consumers during the purchasing process.
Learning Outcomes Assessed
- Explain consumer decision making concepts discussed in marketing theory.
- Interpret consumer behavior in a real marketplace setting.
- Evaluate how marketing communication influences purchase decisions.
- Present findings in a clear and structured academic report.
Assessment Task
Select a retail store, shopping center, or service business where customer purchasing activity occurs regularly. Observe customer behavior for approximately thirty minutes. Notes should focus on how customers examine products, interact with staff, or respond to promotional material.
The written report should address the following sections.
Observation Setting
- Describe the location where the observation took place.
- Explain the type of products or services offered by the business.
- Provide a short description of the typical customer group.
Observed Consumer Behavior
- Explain the actions customers performed during the purchasing process.
- Describe interactions with product displays, advertising materials, or staff members.
- Note any patterns that appeared during the observation period.
Marketing Influence
- Discuss marketing elements that may have influenced customer decisions.
- Examples may include pricing promotions, store layout, product placement, or brand recognition.
- Connect observations with marketing theory from the course readings.
Interpretation of Findings
- Explain what the observation suggests about consumer decision making.
- Discuss how businesses may adjust marketing strategies based on similar observations.
Reflection
- Reflect briefly on what the observation activity revealed about everyday consumer behavior.
- Consider how marketers can better understand customer needs through observation.
Formatting and Submission Guidelines
- Submit the assignment electronically through Moodle.
- Use Times New Roman font, size 12.
- Apply 1.5 line spacing throughout the report.
- Use APA 7th edition citation style.
- Include at least four academic or credible sources.
- Organize the report with clear headings and paragraphs.
- University academic integrity policies apply to all written work.
Suggested Paper Structure
- Introduction
- Observation Setting
- Observed Consumer Behavior
- Marketing Influence
- Interpretation of Findings
- Reflection
- Conclusion
- References
Assessment Rubric
| Criteria | Excellent | Good | Satisfactory | Limited | Weight |
|---|---|---|---|---|---|
| Understanding of Consumer Behavior Concepts | Clear explanation of marketing concepts supported by literature | Good explanation with minor gaps | Basic understanding demonstrated | Concepts unclear or inaccurate | 25% |
| Observation Detail | Observation notes show careful attention and meaningful patterns | Relevant examples provided | Limited description of behavior | Observation lacks detail | 25% |
| Application of Marketing Theory | Strong link between observation and theory | Reasonable connection with theory | Minimal theoretical discussion | No clear link to course concepts | 25% |
| Reflection and Interpretation | Thoughtful interpretation of consumer actions | Some reflection present | General reflection without depth | Little reflection included | 15% |
| Organization and Writing | Clear structure with accurate referencing | Minor writing issues | Basic organization | Writing unclear or poorly structured | 10% |
Sample Direction for a Strong Response
Consumer purchasing behavior often reflects both personal preference and the influence of marketing communication. Shoppers frequently pause near promotional displays that highlight price reductions or limited time offers. Short observation periods in retail environments have shown that product placement near store entrances may attract greater attention from customers who enter with general purchase intentions. Marketing research has indicated that visual displays and promotional messages shape consumer evaluation of products before a purchase decision occurs (Kotler & Keller, 2022). Careful observation of these interactions allows marketers to improve store layouts and communication strategies in ways that respond more closely to customer expectations.
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References
Kotler, P., & Keller, K. L. (2022). Marketing management (16th ed.). Pearson. https://www.pearson.com/en-us/subject-catalog/p/marketing-management/P200000006060
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson. https://www.pearson.com/en-us/subject-catalog/p/consumer-behavior-buying-having-and-being/P200000003451
Grewal, D., & Levy, M. (2021). Marketing (8th ed.). McGraw Hill Education. https://www.mheducation.com/highered/product/marketing-grewal-levy/M9781260260367.html
Lemon, K. N., & Verhoef, P. C. (2018). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420