1 HEP: HEP: 4375/CRICOS Provider Code 00246M MKT201A Assessment 3 Individual Case Analysis Report T3 2015.docx Assessment Brief Program Bachelor of Business Subject code MKT 201 A Subject name Consumer Behaviour Assessment title Individual Case Analysis Report Group or individual assessment Individual Length 3 5 00 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 compr ehension f) Comprehend the major consumer attitude models. Submission date Week 10 (See Learning Portal assessment submission for specific date and time) Total marks 100 Marks Weighting 40% 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 action s 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 four medium to high involvement items. These items must be irregular purchases and involve complex buyer behaviou r. Regular purchases of food, drinks, alcohol or other habitual day - to - day consumption products are excluded from the log. 2 HEP: HEP: 4375/CRICOS Provider Code 00246M MKT201A Assessment 3 Individual Case Analysis Report T3 2015.docx 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 . N eed 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? De scribe 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 cognitiv e 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? 3 HEP: HEP: 4375/CRICOS Provider Code 00246M MKT201A Assessment 3 Individual Case Analysis Report T3 2015.docx Section 2: Reflectio n and Analysis of internal and external influences In this section try and provide a rationale to your behaviour and consumption experie nce 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 consum er behaviour theory in terms of: Perception, Learning, Attitudes, and Personality topics. External Influences Were there any relevant external influences that may have affected your de cision (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 th e 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 t erms 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. 4 HEP: HEP: 4375/CRICOS Provider Code 00246M MKT201A Assessment 3 Individual Case Analysis Report T3 2015.docx Marking criteria template: Exellent 26 - 30 marks Very good 23. - 25 marks Good 20 - 22 marks Fair 16 - 19 marks Poor 0 - 15 marks Section 1: Diary Entires 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 Exellent 43 - 5 0 marks Very good 38 - 43 marks Good 33 - 37 marks Fair 25 - 32 marks Poor 0 - 25 marks Section2: Reflection of pre and post purchase 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 re search from external sources into the discussion such as an article on a specific product category and its associated consumer behaviour. /50 Marks Ex c ellent 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 m arks