SUSS MKT351 Consumer Behaviour TMA 2026: MoneyMax Pawnshop Segmentation, Luxury Bag Decision Process and Superego Message, Singapore

SUSS MKT351 Consumer Behaviour TMA Brief

The SUSS MKT351 Consumer Behaviour Tutor-Marked Assignment (18% of the final mark) uses a case on MoneyMax, a Singapore pawnshop chain, to test core consumer behaviour ideas. Students propose two bases for segmenting pawnshop customers, trace how a shopper might come to consider buying a luxury bag from a pawnshop through the first three stages of the decision-making process, and write a short marketing message aimed at the Freudian superego.

This assignment is worth 18% of the final mark for MKT351 Consumer Behaviour.

Question 1

MoneyMax, a pawnshop, has approached you to help them segment their customers. With evidence from the case article, propose two (2) potential bases of segmentation that pawnshops in Singapore can use to segment their customers and explain why.

You are not required to name the segment, but you are expected to justify your proposed bases of segmentation.

(30 marks)

Question 2

Using the first three (3) stages of the consumer decision-making process (i.e., need recognition, pre-purchase information search, and evaluation of alternatives), demonstrate how a potential consumer might arrive at considering purchasing luxury bags at a pawnshop.

(60 marks) 

Question 3

With your knowledge of the SuperEgo personality from the Freudian theory, compose a marketing message for MoneyMax pawnshop.

You are not required to design a visual or to explain the channels of advertisement. You are just required to develop a short message in 1-3 lines for MoneyMax that will appeal to the SuperEgo personality in consumers.

(10 marks)

—- End of Assignment —-

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Question 2 carries 60 marks, so give it the most space: build a realistic consumer and show need recognition, information search (online listings, reviews, authentication) and evaluation of alternatives against buying new or pre-loved elsewhere. For Question 1, justify each segmentation base with evidence from the case, such as demographics, usage occasion or benefits sought, and keep the superego message short and value-led.

Our marketing and management assignment help and how our tutors work with SUSS students explain how we can support your case analysis. You can also compare the SUSS MKT202 marketing management TMA.