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.
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