Assessment 2 Information
Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title: Sample Survey
Assessment Type: Individual case study analysis
Length: 4 pages (no more)
Weighting: 35%
Total Marks: 100
Submission: Online
Your task
Individually, you are required to prepare a four–page written analysis based on the assessment instructions below.
Assessment Description.
In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to explain consumer behaviour determinants by analysing the role perception, attitude, motivation, group and individual differences, culture, and family in consumer behaviour. Students will
also demonstrate their ability to research and report contemporary consumer behaviour such as attitudes, group influences, culture, social class, consumer learning processes, organisational and personal buying decision making.
Assessment Instructions
Presume that you are working as a consumer behaviour consultant at the company that makes/produces your chosen product or service from the first assessment. During one of the recent meetings, the company has asked you to analyse a recent survey sample that was completed by consumers who recently purchased their product or service. Your workshop facilitator will distribute the survey sample to you at the end of week 5
Based on the survey sample, you are required to prepare:
- a one–page summary of survey sample results (i.e., a shorter yet concise version of the survey sample results presented in writing)
- a two–page analysis of the sample survey’s key findings (i.e., what does this survey’s gathered data mean? How does this survey inquire into consumers’ perception, attitudes, motivation, cultural and individual factors? Which consumer behaviour theories and concepts may have been used in each of the questions to inquire into consumers’ perception, attitudes, motivation, cultural and individual factors and why?)
- a one–page statement in which you are to outline current consumer behaviour trends that should be considered by the company and justify why these trends are of particular concern from a marketing perspective.
An examination of relevant primary and secondary data must reinforce the written analysis findings. You must also incorporate theories and concepts of consumer behaviour discussed in weeks 5 and 7 into your analysis.
You are required to use at least 8 sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, social media sites, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in–text citations and a reference list at the end of your written analysis (not included in the page limit). Wikipedia and other ‘popular’ sites are not to be used.
MBA404 Assessment 2 Marking Rubric – Sample Survey 35%
