Assess the Usefulness to Marketing Management of Ajzen’s (1991) “Theory of Planned Behaviour”

-------------------------------------------------

SCHOOL OF MANAGEMENT TAUGHT POSTGRADUATE PROGRAMMES 2014-15

-------------------------------------------------

STUDENT ID No: 140001218

-------------------------------------------------

(If group coursework, please list all ID Nos.)

-------------------------------------------------

MODULE CODE: MN5471

SCHOOL OF MANAGEMENT

Taught Postgraduate Programmes

-------------------------------------------------

MODULE TITLE: Marketing _ Principles and Practice

-------------------------------------------------

PROGRAMME: MLitt Management

-------------------------------------------------

MODULE COORDINATOR: Bill Barlow

-------------------------------------------------

WORD COUNT: 1944

-------------------------------------------------

DEADLINE DATE: 09-OCT-2014

In submitting this assignment I hereby confirm that:

* I have read and understood the University’s policy on academic misconduct.

* I confirm that this assignment is all my own work.

* I confirm that in preparing this piece of work I have not copied any other person’s work, or any other pieces of my own work.

* I confirm that this piece of work has not previously been submitted for assessment on another programme.

Assess the Usefulness to Marketing Management of Ajzen’s (1991) “Theory of Planned Behaviour”

The theory of planned behaviour is regarded as a powerful and predictive model for explaining human behaviours, which has been largely applied to a variety of fields, such as health, nutrition, environmental psychology; the topics cover quitting cigarette smoking, complaining, blood donation, Internet use, physical activities etc. In marketing management, for corporations, it could help to understand consumer’s behaviour, which is the basis for formulating sound marketing strategy. According to the theory of planned behaviour (TPB) of Ajzen (1991), the...