Consumer Psychology

Grade: (6) Distinction

Successful marketing decisions require a sound understanding of consumer behaviour, whether in the context of commercial firms, non-profit organisations, or government departments. This course provided me with a thorough appreciation of the complexities of consumer decision-making to ensure that my future marketing decisions achieve my objectives in my target market.

My project focused on one of the most well-known spirit brands in the world, Absolut Vodka. As one of the leading vodka companies in the industry, it is evident that The Absolut Company have well strategised CSR and sustainability initiatives for their consumers. As shown from the information and data shown in this buyer behaviour analysis, it is evident that Absolut Vodka consumers value equality, sustainability, and authenticity.

Absolut Vodka - Consumer Psychology Report by Codi Tiedeman.pdf

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After further collaboration with other group members, we created a group brand audit of Absolut Vodka and explored their target market and consumers in more detail:

Absolut Vodka - Brand Audit guidelines 2021.pdf

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