DETAILS
Renting a house can be a major consumption decision, subject to many competing
influences. This assignment requires you to look at the rental property choices of 3 people,
and provide your analysis on those factors leading to their decisions.
Firstly, please download the 5 survey questionnaires completed by 5 different respondents
(these questionnaires will be posted on Moodle from Week 5). After reading through these
questionnaires, please pick 3 questionnaires/respondents (you can pick any 3 you like) as
the target for your analysis. You will notice that these questionnaires are mainly about
making decisions among 6 different rental property options.
Secondly, please use the compensatory decision rule to calculate which rental property
option each of the 3 respondents is most likely to choose, based on the decision matrix
presented in her/his questionnaire. Is this the rental property s/he would have actually
chosen? If there is a difference, please provide an explanation.
Thirdly, please use the theoretical areas below to analyse the behaviour of your chosen
respondents. Please explain the differences between their rankings of evaluative criteria
and their choices of rental properties, using theories from:
• Demographics (age, gender, family situation, income, ethnicity etc)
• Personality
Lastly, please provide recommendations to the marketer of ANY ONE of the rental property
options featured in the survey questionnaires – what are the characteristics of her/his
likeliest customers and how might she/he best attract them by applying the theories of
learning and memory?
Your argument and analysis in this report requires theoretical support from a minimum of 10
journal article references.
Your report should follow the subsequent structure:
• title page;
• executive summary;
• table of contents;
• introduction;
• application of compensatory decision rule;
• analysis of behaviour;
• recommendations;
• conclusion;
• reference list.
Assessment Criteria
• Report structure, writing style, and referencing - 5 marks• Application of compensatory decision rule - 10 marks
• Analysis of behaviour - 15 marks
• Recommendations - 10 marks
• Theoretical support (from at least 10 journal articles) - 10 marks
• Total - 50 marks