Essay Title:  Buying behaviour

   A Possible Essay Outline

I.  Introduction

2 themes for comparison:

·        Perspective:  theories of buying behaviour: behavioural and cognitive

·        Dimensions: 2 aspects: the nature of buying behaviour and the process of consumer choice.

II.  Main body (1):  the nature of buying behaviour (1^st aspect)

a)     behavioural perspective

b)    cognitive perspective

III.  Main body (2):  the process of consumer choice (2^nd aspect)

a)     behavioural perspective

b)    cognitive perspective

IV.  Main body (3):  Summary of the 2 perspectives on buying behaviour

V.  Main body (4):  Evaluation of the 2 perspectives*

VI.  Conclusion

* In the actual essay, the student confuses evaluation and conclusion, and begins her conclusion prematurely.