Consumer Buying Behaviour

UNIVERSITY OF SUNDERLAND AND MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE Course : Bachelor of Arts (Hons) Business and Marketing (BMTE5 2124A / BMTE5 2123A / BMTE5 2022A ) Module : UGB310 Consumer Psychology Tutor : Mr Jason Ho Assessment : Individual Assignment Due Date : 10 September 2021 Word Length : 4000 words Weighting within Module : 100% ______________________________________________________________________ Assignment Submission Students are required to submit their coursework through JIRA. Only assessments submitted through JIRA will be marked. Any other submission including submission to your study centre in hard copy will be treated as a non -submission. If your centre supports Turnitin©, a copy of your Turnitin© originality report must be submitted in conjunction with your assignment. _________________________________________________ _____________________ UGB 310 Consumer Psychology May 2021 Page 2 of 5 Background Information This assignment is designed to enable you to build a comprehensive knowledge of key variables which are significant to the understanding of consumer buying behaviour. The following Learning Outcomes will be covered. LEARNING OUTCOMES: On completion of this module the student should be able to: Knowledge - Based Outcomes K1 Demonstrate a critical understanding of the different approaches to consumer behavior with an emphasis on the positivist and interpretivist viewpoints. K2 Evaluate the individual dimensions of consumer behaviour by discussing issues related to the development of relevant contemporary theories. K3 Discuss the social aspects of consumer behaviour in an era of globalization. Skills - Based Outcomes S1 Ability to build a conceptual framework of consumer profiles. S2 Ability to apply psychological and social dimensions of consumer behaviour. S3 Ability to develop an effective customer focused strategy. UGB 310 Consumer Psychology May 2021 Page 3 of 5 This is an Individual Assignment Task The entire assignment is to be based on secondary research that can be drawn from vari ous sources including academic reports and news articles . In the context of buying luxury items , you are required to discuss the following using appropriate examples : 1. Evaluate the changing consumer perception today , in term of lifestyle, consumption pattern, etc) (1000 words maximum 25% weightage) 2. Discuss the impact of this evolv ing trend on the consumer decision making process from need recognition, information search, evaluation of alternatives, purchase and post purchase. (1000 words maximum 25% weightage) 3. Analyse the key psychological variables (such as personality, attitudes, motivation and learning) that also influence the buying behavior of consumers. (1000 words maximum 25% weightage) 4. In the view of social and cultural influences , particularly with referen ce to the post - - . (1000 words maximum 25% weightage ) Assignment guidelines: Remember you are not just gathering evidence & information in this assignment . You have to analyse & critique it. You are advised to use journal articles/ media reports and information generated from reputable websites to generate information. If you have any queries or doubts, please clarify them with the Tutor. UGB 310 Consumer Psychology May 2021 Page 4 of 5 Generic Assessment Criteria Undergraduate You will be marked on the Content and Presentation Categories Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature Pass 86 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualificati on. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling eva luation, originality, and elegance of argument, interpretation or discourse. 76 - 85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance o f argument, inte rpretation or discourse and there may be some evidence of originality 70 75% The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriat e to the Level of the qualification. There is al so clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse. 60 69% Directly relevant to the requirements of the assessment A substantial knowledge of relevant material, showing a clear grasp of themes , questions and issues therein Good analysis, clear and orderly Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s) May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice. Well written, with standard spelling and grammar, in a readable style with acceptable format Critical appraisal of up - to - date and/or appropriate literature. Recognition of different perspectives. Very good use of source material. Uses a range of sources 50 59% Some attempt to address the requirements of the assessment: may drift away from this in less focused passages Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose Some attem pt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms Sound work which expresses a coherent position only in broad terms and in uncrit ical conformity to one or more standard views of the topic Competently written, with only minor lapses from standard grammar, with acceptable format Uses a variety of literature which includes some recent texts and/or appropriate literature, though not ne cessarily including a substantive amount beyond library texts. Competent use of source material. 40 49% Some correlation with the requirements of the assessment but there are Basic understanding of the subject but addressing a limited range of material Largely descriptive or narrative, with little evidence of analysis A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence Some evidence of a view starting to b e formed but mainly derivative. A simple basic style but with significant deficiencies in expression or format that may Some up - to - date and/or appropriate literature used. Goes beyond the material tutor has provided. Limited use of sources to support a point. UGB 310 Consumer Psychology May 2021 Page 5 of 5 instances of irrelevance pose obstacles for the reader Fail 35 39% Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms A limited understanding of a narrow range of material Heavy dependence on description, and/or on paraphrase, is common Little evidence of coherent argument: lacks development and may be repetitive or thin Almost wholly contribution rarely goes beyond simplifying paraphrase Numerous deficien cies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style Barely adequate use of literature. Over reliance on material provided by the tutor. The evidence provided shows that the m ajority of the learning outcomes and responsibilities appropriate to that Level are satisfied for compensation consideration. 30 34% The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators. 15 - 29% The work examined is unacceptable and provi des little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak i n sever al of the indicators. 0 - 14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to t he Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.