When attempting this assignment, you shall apply your acquired knowledge on consumer behaviour as well as leverage on your personal experiences and observations of the society/market. Ideally, your response should be an in-depth analysis of and reflection on what happened or is happening around you. You may want to do some secondary research on recent developments in the Singapore market. However, do not just quote other peoples views; remember to use those resources to support your arguments or provide your thoughts about these developments. Proper referencing using the APA referencing format is required for any external resources. There will be a maximum of 10 marks penalty for inappropriate referencing. Use font Times New Roman size 12, with 1.5 line spacing, in your report. There is no minimum length requirement, but your report MUST NOT exceed 880 (800+10%) words (excluding cover page, table of contents, and biography, if any). There will be a maximum 10-mark penalty for exceeding the word limit.

Singapore is experiencing an unprecedented health crisis the COVID-19 pandemic that has disrupted businesses and lives severely since its outbreak. Companies are looking for ways to business continuity and survival. People are also adjusting their ways of working and living. (a) Maslows Hierarchy of Needs framework identifies five levels of human needs, ranging from lower-level biogenic needs to higher-level psychogenic needs. How do Singapore consumers (including you) re-prioritize their needs in responding to the evolvement of COVID-19 pandemic? Analyse, with supporting evidence, the shifts in consumer needs and the corresponding changes in consumer behaviour during the pandemic. (70 marks) (b) Illustrate how businesses in Singapore have modified their marketing strategies to address consumers changing needs and behaviours (as discussed in part a) during the pandemic. Note. To explain how businesses have modified their marketing strategies, you may include screenshots, photos, videos, etc. as part of your response.