Consumers as social beings
Due date: 18-Apr-2017
Return date: 10-May-2017
Length: 2,000 words
Submission method options
Alternative submission method
Social influences impact product and brand purchase decision at all stages of the consumer purchase decision process.
1. You are required to identify at least two social influences that are relevant to the consumers of your firm or the firm you intend to work for (choose one product/service if more than one is offered by your firm) and analyse, specific to your firm, how the two or more social influences (culture, social class or reference groups) impact on the consumer purchase decision process.
2. Draw on the theories in chapters 2-4 to discuss how marketers (in your firm) can apply this critical understanding of social influences on consumer behaviour to improve/enhance your firm's marketing strategies (4 Ps or 7 Ps, targeting, market segmentation).
- Make sure that you draw sufficiently on theoretical concepts of consumer behaviour in your analysis.
- When you are discussing particular concepts make sure that you define them first.
- You must not write more than 2000 words
- The paper must be accurately referenced with relevant up-to-date sources, using the APA 6 style.
- A guide to the APA style of referencing and how to avoid unintentional plagiarism can be found at the Student Services website http://student.csu.edu.au/library/integrity/referencing-at-csu or in pdf format
This assessment task covers topics 1, 2, 3, and 4 and has been designed to ensure that you are engaging with the subject content on a regular basis. More specifically it seeks to assess your ability to:
analyse the buyer decision process and critique effects of situational influences on consumer purchases; and
evaluate a variety of external factors and their influence on consumer behaviour;
Examine social influences that affect consumer buying decisions
Demonstrate a theoretical understanding and practical application of important aspects of consumer decision making and behaviour.
Understand how the marketing or management actions of a firm may need to be changed in order to meet social impacts of consumer behaviour on decision making.
HD: 100% - 85%
DI: 84% - 75%
CR: 74% - 65%
PS: 64% - 50% FL: 49% - 0%
Critical analysis skills – Student applies and integrates critical analysis when selecting and justifying consumer behaviour theories Strong evidence of independent investigation, original questioning and analysis. Independently takes and understands multiple perspectives and through these can provide an insightful and/or exhaustive critical discussion of the relevant issues Evidence of independent investigation, and original questioning and analysis. Independently takes and understands multiple perspectives and through these can provide an insightful critical discussion of the relevant issues. Some evidence of independent investigation, original questioning and analysis. Takes and understands multiple perspectives and through these can provide a critical discussion of the relevant issues Little evidence of independent investigation, original questioning and analysis. Attempts to take and understand multiple perspectives No evidence of independent investigation, original questioning and analysis. No attempt to take and understand multiple perspectives
Application of consumer theories to a particular market Takes account of complex context and selects appropriate theories Takes some account of context and selects some appropriate theories Recognises defined context and uses standard techniques for that context Context acknowledged but not really taken into account Context not recognised as relevant
Consumer behaviour implications for the marketing strategy of the organisation Consistently demonstrates application of critical analysis well integrated in the text Clear application of theory through critical analysis/critical thought of the topic area Demonstrates application of theory through critical analysis of the topic area. Some evidence of critical thought/critical analysis and rationale for work
Lacks critical thought
/analysis / reference to theory
Quality of examples Uses all available data and examples to evaluate the options. Clear criteria are applied to demonstrate reasons for final outcome. Uses data and examples to evaluate options and selections of final outcome clearly follows from evaluation. Uses data and examples to evaluate some options and selection of final outcome is linked to the evaluation Presents benefits and disadvantages of some potential outcomes but without providing clarity on reason for final outcome/choice. Little explanation of how the final outcome/choice was made OR no indication of final outcome/choice.
This criterion is about the application of APA 6 referencing
Both in-text and reference list were consistent in terms of style and application of APA The style is consistent throughout the text and end reference list. Application was still inconsistent with some points remaining unreferenced. There was consistent style, but application was not consistent with some errors There was an attempt to apply referencing, but style and application were inconsistent There was limited or no attempt at in-text or end of text referencing
Presentation Shows a polished and imaginative approach to the topic Carefully and logically organised Shows organisation and coherence Shows some attempt to organise in a logical manner Disorganised/incoherent
Academic essay format should be used. However, headings and subheadings are allowed.
An ideal assignment is your opinion, supported by evidence from respected/reliable sources, expressed in your own words, and fully referenced as to the source of ideas, facts and quotations. ‘In your own words’ is critical in displaying your understanding of the material, rather than being expert at copy and paste.
Use Turnitin to check that you have fully paraphrased all your material. Any Turnitin result 15% (excluding reference list) suggests that you have over used other people’s words. Revise, and resubmit your paper to Turnitin.
A guide to the APA style of referencing is available in pdf format
Further details on how to reference and avoid unintentional plagiarism can be found at the Student Services website. http://student.csu.edu.au/library/integrity/referencing-at-csu
Any use of Wikipedia as a source for the assignment will result in an automatic zero mark, as it is not a reliable source.