Case Analysis report

Laureate International Universities 2016
Assessment Brief
Program Bachelor of Business
Subject code MKT201A
Subject name Consumer Behaviour
Assessment title Individual Case Analysis Report
Group or individual assessment Individual
Length 2500 words (+/-10% not including tables, appendix,
references or quotes)
Learning outcomes addressed
a) Explain the meaning of consumption and
consumer behaviour.
b) Apply the concepts of marketing
fundamentals to describe the way firms go
about creating value for consumers.
c) Categorise the needs and wants of
consumers and buyers.
d) Describe what initiates human behaviour.
e) Identify factors that influence consumer
comprehension
f) Comprehend the major consumer attitude
models.
Submission date Week 11 (See Learning Portal assessment
submission for specific date and time)
Total marks 100 Marks
Weighting 50%
Assessment Brief:
This assessment is a case analysis of the student’s own personal consumer behaviour. It
aims to develop an understanding of key principles of consumer behaviour by applying
subject topics and theories to the student’s own thoughts and actions as a consumer.
Students are required to keep a reflective diary of selected consumer activities from week 2
of semester. This can take the form of field notes on a word/text document. During this time
the student is to log and detail the process behind purchasing three medium to high
involvement items. These items must be irregular purchases and involve complex buyer
behaviour. Regular purchases of food, drinks, alcohol or other habitual day-to-day
consumption products are excluded from the log.
HE2P : © Laureate International Universities 2016
Section 1 – Diary Entries and Decision making Process
The student should use a sequential flow of information for each purchase. Some
suggestions are offered in terms of topics you may like to consider when fleshing out section
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
How did you justify the need for the good/service Did this justification change at the point of
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
Would you consider yourself an advocate for the company What justifications have you
used in answering this question
HE3P : © Laureate International Universities 2016
Section 2: Reflection and Analysis of internal and external influences
In this section try and provide a rationale to your behaviour and consumption experience
using the 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 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 group influence, social class, family, lifecycle influences, culture, etc).
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. Students are also
encouraged to include any 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 lecturer.
• You can use tables to support your analysis.
• You can also use an appendix for any additional supporting information (this does not
add to your word count).
• You can use screen shots / images in the report to support key points.
• You must validate your insights throughout your report referencing coursework
concepts or additional research.
• Assertions or claims that you make must be supported by examples and references.
• Your report must be of an appropriate standard in terms of grammar, expression,
spelling, punctuation, and organisation.
• Make sure to appropriately reference other sources. If you need help with this refer to
your academic skills section on the portal.
HE4P : © Laureate International Universities 2016
Marking criteria template:
Excellent
26 – 30 marks
Very good
23.- 25 marks
Good
20 – 22 marks
Fair
16- 19 marks
Poor
0- 15 marks
Section 1: Diary Entries
Log entry for 4 medium –
high involvement items
purchased.
Stages of the buying
process correctly identified
and applied as per the
assessment brief
Concise descriptive analysis
of purchases provided.
/30 Marks
Excellent
43- 50 marks
Very good
38- 43 marks
Good
33 – 37 marks
Fair
25 – 32 marks
Poor
0- 25 marks
Section2: Reflection of
internal and external
influences
Student has demonstrated
an ability to critically
analyse their consumer
behaviour.
Student has demonstrated
an effort to analyse
influences (internal and
external) on their
behaviour and applied
appropriate consumer
behaviour theory and
terminology.
The student has
incorporated research from
external sources into the
discussion such as an article
on a specific product
category and its associated
consumer behaviour.
/50 Marks
Excellent
18- 20 marks
Very good
15- 17 marks
Good
13- 14 marks
Fair
11- 12 marks
Poor
0- 10 marks
Presentation:
Appropriate (length &
content)
Professional standard of
writing style, grammar,
spelling and editing.
Correctly referenced
/ 20 Marks
Total /100 marks