Assessment Description In this individual assessment, students will be given an opportunity to critically review the place of consumption in modern society by showing a broad knowledge of current buyer/consumer behaviour issues. By doing this, students will be able to explain and communicate the complexities of consumer decision-making processes, including the influence of situational, psychological and social factors. Assessment Instructions Let's imagine that you have been assigned the role of a marketing consultant to investigate contemporary issues in consumer behaviour related to online shopping. Then, using comparative reflection from the first assessment, you must consider: o Which possible challenges do you, as the marketing consultant, forsee if both of the shopping trips were to occur online. o Suggest three strategies to offset these challenges by considering broader consumer behaviour topics such as: Changing consumer attitudes towards online shopping; Cultural/Social factors that would positively contribute towards the online purchase of the purchased products/services in both of the shopping trips; and Positive influence on consumer's response towards digital technologies. You are required to reference at least 8 sources of information that are referenced (both In-text and end text) in accordance with the Kaplan Harvard Referencing Guide. These may consist of government publications, industry reports, and journal articles