Assignment Task: Assignment –The changing consumer "Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy", Kotler (1994) Using relevant models and theory you are required to critically analyse the changes in consumer behaviour linked to the digital era and assess the marketing environment that organisations and consumers now interact in linked to this. Answers should consider theory relating to consumer behaviour, communication, promotion and media and the consumer's role in these areas, reaching logical conclusions. You should focus on academically credible sources of information, rather than hearsay and hype. Please note that: 1. The document should not exceed 10 typed pages (3000 words) of text, excluding the title page, contents page and executive summary 2. may be supported by up to five pages of supporting appendices, which should include an annotated bibliography and content list 3. should be presented in an appropriate format 4. should be fully referenced using the Harvard System of Citation Annotated Bibliography Page 3 of 3 The report should also include an annotated Bibliography which identifies your top 10 sources of information, with the reasons why and Harvard referencing should be used throughout. The criteria you should use to evaluate your sources should be credibility,reliability and merits of the preferred sources. In assessing the report the examiners will take into account your knowledge of concepts and frameworks, your ability to apply those frameworks in a practical situation and your ability to critically evaluate this process and reach clear conclusions