MKG102 – Consumer Behaviour

ASSESSMENT BRIEF
Subject Code and Title MKG102 – Consumer Behaviour
Assessment Individual Case Analysis Report
Individual/Group Individual
Length 3000 words (+/- 10%)
Learning Outcomes a) Explain the meaning of consumer behaviour and its role in marketing strategy development.
b) Apply the concept of the consumer decision-making model to provide insights into consumer buying processes.
c) Categorise the needs and wants of consumers and their underlying motivations
d) Analyse the psychological processes affecting consumer behaviour.
e) Identify social and cultural influences on consumer behaviour.
Submission By 11:55pm AEST/AEDT Sunday of Module 6 (Week 11)
Weighting 40%
Total Marks 100 marks
Context:
This assessment is a case analysis of your own personal consumer behaviour. It aims to develop an understanding of key principles of consumer behaviour by applying subject topics and theories to your own thoughts and actions as a consumer. It allows for a valuable reflection on complex theoretical concepts as well as insight into the role of marketing strategy in influencing decision-making.
Instructions:
You are required to keep a reflective diary of selected consumer activities ideally from Module 1 of semester. This can take the form of field notes on a word/text document, notes on your mobile phone or even audio recordings. During this time you are to log and detail the process behind purchasing three (3) medium to high involvement items. These items must be irregular purchases and involve complex buyer behaviour. Regular purchases of food, drinks, or other habitual low involvement day-to-day consumption products are excluded from the log. These field notes /recordings will then be used as the basis of compiling Part 1 of the report.
Part 1 – Consumer Decision Making Process
Analyse each of your purchases using the consumer decision-making process model presented in Module 1. You should use a sequential flow of information for each purchase. Some suggestions are offered in terms of topics you may like to consider when completing Part 1.
Need Recognition
What is the perceived problem?
What need is this purchase satisfying?
What is your actual state and what is your desired state?
Is this a ritual purchase or something you have never bought before?
If it’s a new product how does this affect your decision making process?
Pre-purchase search / Information sources
What internal or external sources were considered and sought out when making the decision?
Evaluation process
What were the alternatives /what products/services were included in your evoked set?
What was excluded? Why?
What evaluative criteria did you use in this purchase?
How did you determine which criteria were important?
Purchase
Were you influenced by physical, social or temporal surroundings?
Describe any other external influences at the point of purchase.
Post-purchase behaviour
On reflection of the purchase what were your post-purchase evaluations?
Were you satisfied /dissatisfied with your purchases? Why?
Did you suffer post purchase cognitive dissonance? If so how did you deal with this post purchase anxiety?
Did the company have any strategies in the post-purchase phase that influenced your decision?
How has the purchase affected your loyalty to the brand purchased?
Part 2: Reflection and Analysis of internal and external influences
In this section try and provide a rationale to your behaviour and consumption experience using relevant consumer behaviour terminology.
Internal Influences
What was your motivation for the purchase? (Think conscious and unconscious needs and use relevant motivational theories to justify). What were the other internal influences at play in your decision making process for each product. Apply other relevant consumer behaviour theory in terms of: Perception, Learning, Attitudes, and Personality topics.
External Influences
Were there any relevant external influences that may have affected your decision (such as social and cultural influences).
It is critical in answering the above criteria that you apply relevant consumer behaviour theory in your assignment. You can either analyse each purchase individually or you could compare or contrast each purchase as you develop the report. You could also choose to integrate the discussion of Part 1 and Part 2 as another approach to complete the report.
You are also encouraged to include any additional consumer behaviour research that has been conducted in the chosen product categories.
If you need clarification on any of the above please speak to your learning facilitator.
Submission Instructions:
• The presentation recommended for this Assessment is REPORT FORMAT.
• An Executive Summary is NOT required, although you should include a Title Page, a Table of Contents, and use suitable headings for the information presented. Student Identifier (Name and Number) should be included on the title page and page numbers should appear on each page of the document.
• The assessment should be submitted in a form and format that would be acceptable in the business world. All work must be word-processed, spell checked, grammatically acceptable, and professional in appearance.
• Because of the personal nature of this report it can be written from a 1st person context.
• All claims and opinions are to be supported by suitable and relevant marketing and/or theoretical principles;
• Should include a correctly constructed reference list and accompanying in-text citations as per University guidelines (APA Referencing).
• Can use any combination of narrative, point form, diagrams, graphs, tables or images to increase the -readability- of the submission.
Submit one word or PDF document to Blackboard. The Learning Facilitator will provide feedback via the Grade Centre in Blackboard. Feedback can be viewed in My Grades.
Learning Rubric: Assessment 3: Individual Case Analysis Report
Assessment Attributes Fail (Unacceptable) (0-49) Pass
(Functional)
(50-64) Credit
(Proficient)
(65-74) Distinction
(Advanced)
(75-84) High Distinction
(Exceptional)
(85-100)
Grade
Description
(Grading Scheme)
Fail grade will be awarded if a student is unable to demonstrate satisfactory academic performance in the subject or has failed to complete required assessment points in accordance with the subject’s required assessment points. Pass is awarded for work showing a satisfactory achievement of all learning outcomes and an adequate understanding of theory and
application of skills. A consistent academic referencing system is used and sources are appropriately acknowledged. Credit is awarded for work showing a
more than satisfactory achievement of all learning outcomes and a more than adequate understanding of theory and application of skills. A consistent academic referencing system is used and sources are appropriately acknowledged. Distinction is awarded for work of superior
quality in achieving all learning outcomes and a superior integration and understanding of theory and application of skills. Evidence of indepth research, reading, analysis and evaluation is demonstrated. A consistent academic referencing system is used and sources are appropriately acknowledged. High Distinction is awarded for work of outstanding quality in achieving all learning outcomes together with outstanding integration and understanding of theory and application of skills. Evidence of indepth research, reading, analysis, original and creative thought is demonstrated. A consistent academic referencing system is used and sources are appropriately acknowledged.
Part 1: Consumer
Decision Making Process Stages of the consumer decision-making process not correctly identified and applied to three consumer purchases. Stages of the consumer decision-making process correctly identified and applied to three consumer purchases. Some Good application of the stages of the consumer decisionmaking process applied to three Very good application of the stages of the consumer decisionmaking process applied to three consumer Outstanding application of the stages of the consumer decisionmaking process
Applied the concept of the consumer decision-making model to provide insights into consumer buying processes.
30% Little or no engagement of references and relevant terminology and theory in the discussion.
engagement of references and relevant terminology and theory in the discussion.
consumer purchases. Good engagement of references and relevant terminology and theory in the discussion.
purchases. Very good engagement of a wide variety of references and relevant terminology and theory in the discussion.
applied to three consumer purchases. Outstanding engagement of a wide variety of references and relevant terminology and theory in the discussion. Excellent insightful analysis.
Part 2: Internal and
External Influences
Appropriately applied consumer behaviour theory to
provide insights into consumer buying processes.
50% Little or no effort to analyse influences
(internal and external) on
consumer behaviour and applied little or no consumer behaviour theory and terminology in the discussion.
Demonstrated a satisfactory effort to analyse influences (internal and external) on consumer behaviour and applied some consumer behaviour theory and terminology in the discussion.
Demonstrated a good
effort to critically analyse influences (internal and external) on consumer behaviour and good application of consumer behaviour theory and terminology in the discussion. Some good insights into consumer buying processes and good support from quality references.
Demonstrated a very good effort to critically analyse influences
(internal and external) on consumer behaviour and very good application of consumer behaviour theory and terminology in the discussion across a wide range of relevant topics. Some very good insights into consumer buying processes and good support from quality references. Very good engagement of coursework concepts.
Demonstrated an outstanding effort to critically analyse influences (internal and external) on consumer behaviour and outstanding application of consumer behaviour theory and terminology in the discussion across a wide range of relevant topics. Some excellent insights into consumer buying processes and excellent support from quality references. Very good engagement of coursework concepts and outstanding insight into consumer buying processes.
Presentation and referencing
Appropriate (length
& content) Professional standard of writing style, grammar, spelling and editing. Professional report presentation following submission instructions. Correctly referenced.
20%
Unprofessional writing standard. Major spelling and grammatical errors throughout the submission. Major inconsistencies with submission instructions. Limited or no in-text referencing. Overall report presentation poor. Few or no references used.
Writing standard satisfactory. Minor spelling and grammatical errors throughout the submission. Minor inconsistencies with submission instructions. Limited in-text referencing. Overall report presentation adequate. Limited references used.
Good writing standard. Few spelling and grammatical errors throughout the submission. Few or no inconsistencies with submission instructions. Good in-text referencing. Good overall report presentation. Good variety of references used.
Writing standard very good. No spelling and grammatical errors throughout the submission. No inconsistencies with submission instructions. Very good in-text referencing and support from academic sources. Overall report presentation very good. Wide variety of quality references used.
Information provided and writing level excellent. No spelling and grammatical errors throughout the submission. No inconsistencies with submission
instructions. Excellent in-text referencing and support from references. Overall report presentation excellent. Excellent variety of quality references used.

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