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MBA404Consumer Behaviour and Marketing Psychology

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Assessment 1 Information

Subject Code:MBA404
Subject Name:Consumer Behaviour and Marketing Psychology
Assessment TitleConsumer Decision-Making Process
Assessment Type: Length:Individual online task and written analysis Online task, i.e., validation: 100 words (no more) Written Analysis: 1200 words (+/-10% allowable range)
Weighting:30%
Total Marks: Submission:100 Online
Due Date:Week 3 & 5

Your task

Individually, you are required to submit a 100-word validation step and prepare a 1200-word written analysis, in which you must critically analyse your recent purchase of a product or service based on the 5-step Consumer Decision-Making Process. Please note that you will need to use the same product or service in the second and third assessments in this subject as all assignments in this course are interrelated.

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 of perception, attitude, and motivation in consumer behaviour.

Assessment Instructions

To help you start all three assessments in this subject on the right track, over the first three weeks of the trimester, your workshop facilitator will engage you and the rest of the class in preliminary discussions about the product or service you would like to choose. Please pay specific attention to your workshop facilitator instructions regarding products/services that are not permissible.

By the end of week 3, you are required to submit a validation step via MyKBS, under the ‘assessments tab’ > ‘Product/Service Validation’ icon. In preparing this step, you must explain which product or service you will focus on in all three assessments, when and where you bought this product or service, and what ‘need’ and ‘want’ did your chosen product or service fulfilled. You will also need to take a selfie of yourself and your selected product or a selfie of you experiencing the chosen service and upload it in the validation step.

The validation step is worth 5% of your grade in this subject, with 0% awarded for a rejected choice, 2.5% awarded for a partially approved choice, and 5% for an approved choice in full. Please note that you will not be able to submit any other assessment in this subject until your workshop facilitator has approved your choice, so be wise and don’t be late.

Once your workshop facilitator has validated your product or service choice, you are required to prepare a 1200-word written analysis by providing the reader with an in-depth analysis of how you have moved through each of the consumer decision-making steps.

In preparing your written analysis, you will also need to identify any possible issues that may have occurred during this process. Please use ‘Workshop 2 Student Handout’ as a starting point for your analysis.

More specifically, you must:

  1. Analyse the need and want that led you to purchase the chosen product or service.
  2. Examine the internal and external sources of information you used to purchase the chosen product or service. Please include screenshots of external sources of information to support your analysis and indicate your awareness set at the end of this section.
  3. Evaluate alternatives and narrow down the chosen product or service attributes that satisfy your need and want. Please provide a detailed evoked set diagram to present your findings.
  4. Analyse available purchase methods to determine how these methods impacted your decision-making process.
  5. Analyse your post-purchase behaviour by identifying the chosen product or service features that reduce your cognitive dissonance. Please note that in this step, the topic of customer satisfaction should not be considered.

The findings presented in the written analysis must be based on primary research and should be reinforced by examining relevant secondary data. You must also incorporate theories and concepts related to consumer behaviour discussed in weeks 1, 2, 3 and 4.

You are required to use at least 5 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 word limit). Wikipedia and other ‘popular’ sites are not to be used.

The written analysis is worth 25% of your final grade for this assessment, and it will serve as the basis for the second and third assessments in this subject.

Assessment Submission

The validation step must be submitted on time (before the end of week 3) via MyKBS, under the ‘assessments tab’ > ‘Product/Service Validation’ icon. Please review the information provided under the ‘assessments’ tab in this subject to check the submission’s specific due date and time.

The written analysis document must be submitted on time (at the start of week 5) via MyKBS, under the ‘assessments tab’> ‘Written Analysis’ Turnitin icon. The submitted file must be saved as a ‘Word’ file to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered a legitimate submission. MyKBS will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the problem and a screenshot of the MyKBS error message.

You are also encouraged to submit your work well before the deadline to avoid any possible delay involving the Turnitin similarity report or any other technical difficulties. Please review the information provided under the ‘assessments’ tab in this subject to check the submission’s specific due date and time.

Late assignment submission penalties

No late submission is allowed for the validation step in this subject. If you require an extension, please discuss this matter with your workshop facilitator in advance. Alternatively, you can review KBS’s Assessment Policy by clicking here for Special Consideration requests.

Late written analysis submissions will be subject to late submission penalties in accordance with Kaplan Business School “late assignment submission penalties” Policy.

Number of daysPenalty
1* – 9 days5% per day for each calendar day late deducted from the total marks available
10 – 14 days50% deducted from the total marks available.
After 14 daysAssignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).
NoteNotwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students

*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty

For more information, please read the full policy by clicking here.

Important Study Information

Academic Integrity Policy

KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.

What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties?

How can I appeal my grade?

Click here for answers to these questions: https://www.kbs.edu.au/about-us/school-policies

Word Limits for Written Assessments

Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.

Study Assistance

Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.

MBA404 Assessment 1 Marking Rubric – Consumer Decision-Making Process 25%

Marking Criteria (__/100)F (Fail) 0 – 49%P (Pass) 50 – 64%C (Credit) 65 – 74%D (Distinction) 75 – 84%HD (High Distinction) 85 -100%
Written Analysis: Analysis       /30 marksYou have provided a limited analysis/examination/evaluation of the consumer decision-making process without an adequate explanation of your purchase and issues that might have occurred during this process.You have   analysed/examined/evaluated some of the consumer decision- making steps by providing a basic explanation of your purchase and issues that might have occurred during this process.You have   analysed/examined/evaluated most of the consumer decision- making steps by providing a sufficient explanation of your purchase and issues that might have occurred during this process.You have    analysed/examined/evaluated all of the consumer decision-making steps by providing a comprehensive explanation of your purchase and issues that might have occurred during this process.You have critically analysed/examined/evaluated all of the consumer decision-making steps by providing an expert explanation of your purchase and issues that might have occurred during this process.
Written Analysis: Theory knowledge and application       /30 marksYou have applied few or none of the relevant consumer behaviour theories and concepts by demonstrating inadequate or no understanding of the content covered in weeks 1, 2, 3 and 4.You have applied several relevant consumer behaviour theories and concepts in your analysis by demonstrating an emerging understanding of the content covered in weeks 1, 2, 3 and 4.You have applied most relevant consumer behaviour theories and concepts in your analysis by demonstrating a sufficient understanding of the content covered in weeks 1, 2, 3 and 4.You have applied relevant consumer behaviour theories and concepts in your analysis by demonstrating a comprehensive understanding of the content covered in weeks 1, 2, 3 and 4.You have comprehensively applied relevant consumer behaviour theories and concepts in your analysis by demonstrating an expert understanding of the content covered in weeks 1, 2, 3 and 4.
Written Analysis: Use of sources/supportive evidence       /10 marksYour research lacks focus and/or you have chosen unsuitable or fictitious sources, which do not support your analysis or link to the required assessment task.You have demonstrated a basic level of research by supporting your analysis with an adequate selection of primary and/or secondary sources.You have demonstrated substantial research by supporting your analysis with a sufficient selection of primary and/or secondary sources.You have demonstrated substantial research by supporting your analysis with a comprehensive selection of both primary and secondary sources.You have demonstrated substantial and extensive research by thoroughly supporting your analysis with an expert selection and range of both primary and secondary sources.
Written Analysis: Grammar/spelling       /10 marksConsistent errors in spelling and grammar impact the flow and readability of your analysis.Though there are some grammar and spelling errors, these do not detract from the readability and flow of your analysis.Mostly correct grammar and spelling with errors that do not impact the readability and flow of your analysis.Errors in grammar and spelling are rare, enhancing the readability and flow of your analysis.Perfect grammar and spelling throughout, with excellent readability and flow of your analysis.
Written Analysis: Format       /10 marksThe format chosen for your analysis is inappropriate and/or lacks thought and consideration for the intended audience.The format chosen for your analysis is appropriate, but further attention to detail would improve its presentation.The format chosen for your analysis is appropriate, but minor changes would enhance its presentation.Your analysis is professionally presented and has been submitted in the appropriate format.Your analysis is professionally presented and suitable for the intended audience.
Written Analysis: In-text citations and referencing       /10 marksNeither in-text referencing nor reference list adheres to Kaplan Harvard Referencing Style.In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style but with several errors.Both in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style but with several errorsBoth in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style but with only occasional minor errors.Both in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors.
Feedback and grades will be released via MyKBS

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