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Assessment 1 Information
Subject Code: MKT301
Subject Name: Consumer Behaviour
Length: Reflective Analysis
1200 words (+/- 10% allowable range)
Online Via MyKBS
Due Date: Week 5
Individually, you are required to prepare a reflective analysis based on your observation and its links with consumer behaviour theories covered in weeks 1 to 4. Refection requires you to observe, describe and make meaning of experiences closely.
In this individual assignment, you will be given an opportunity to explore the complexities of consumer behaviour by observing and reflecting on situational and psychological factors influencing consumer decisions to purchase a product. This will enable you to demonstrate a broad knowledge of current issues in buyer/consumer behaviour.
You are required, as an observer, to attend two shopping trips with a family member or a friend. During the first trip, you are required to observe how your family member or a friend buys ‘convenience’ products: these are products that are inexpensive and usually requires a minimum amount of effort on the part of the consumer to select and purchase it. Whereas during the second trip, you are required to observe how your family member a friend buys ‘shopping’ products: these are products that are usually more expensive and are purchased occasionally and consumers are more likely to compare several options to assess quality, cost, and features before making a purchase.
Based on your observation from both of the above shopping trips, you are required to write a reflective analysis in which you must consider theories and concepts related to consumer behaviour discussed in weeks 1 to 4. More specifically, you must reflect on the following aspects:
• Provide a concise overview of the shopping trips and which products were purchased by your family member or a friend.
• Identify, reflect and compare motivational factors for the purchase of both shopping trips.
• Identify, reflect and compare on the type of involvement and resources that consumers typically use to buy these products;
• Identify, reflect and compare exposure, perception and stimuli elements that influenced your family member or a friend to buy these products.
As this is a reflective analysis, you are required to use at least 6 sources of information that are referenced (both In-text and end text) in accordance with Kaplan Harvard Referencing Style.
This file must be submitted 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 as a legitimate submission. Turnitin 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 issue and a screenshot of the Turnitin error message.
You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” Policy.
Number of days Penalty
1* - 9 days 5% per day for each calendar day late deducted from the total marks available
10 - 14 days 50% deducted from the total marks available.
After 14 days Assignments 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).
Note Notwithstanding 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 via https://www.kbs.edu.au/about-us/school-policies
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: http://www.kbs.edu.au/current-students/student-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.
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.
MKT301 Assessment 1 Marking Rubric – Reflective Analysis 30%
Marking Criteria F (Fail)
0 – 49% P (Pass) 50 – 64% C (Credit) 65 -74% D (Distinction) 75 – 84% HD (High Distinction) 85 -100%
__/30 marks You provide a superficial reflection and insights or no reflection and/or
insights of the two
different types of buying behaviour were provided. Your reflection and insights into the two different types of buying behaviour are
Your reflection and insights into the two different types of buying behaviour are mostly detailed. Your reflection and insights into the different types of buying behaviour are detailed. Your reflection and insights of the two different types of buying behaviour is well detailed.
__/40 marks You identify and apply minimal or none of the relevant consumer
behaviour theories and
concepts from weeks 1 to
4. Your analysis identifies and applies some of the relevant
consumer behaviour theories and concepts from weeks 1 to 4. You identify and apply most of the relevant consumer behaviour theories and concepts from weeks 1 to 4. You clearly identify and apply all of the relevant
theories and concepts from weeks 1 to 4. You concisely identify and apply all of the relevant consumer behaviour
theories and concepts from weeks 1 to 4.
__/10 marks Spelling and/or grammar is consistently incorrect,
impacting on the flow and readability of your reflective analysis. Even though grammar and spelling are an issue, they do
not detract very much from the readability of your reflective analysis. Mostly correct grammar and spelling are very good but with occasional errors.
Errors in grammar and spelling are rare.
Correct grammar and spelling throughout the reflective analysis with no obvious errors.
In-text Citations and Referencing
__/10 marks The reference list is mostly incorrect or nonexistent. The reference list adheres to Kaplan Harvard Referencing Style, with major errors. The reference list adheres to Kaplan Harvard
Referencing Style, with minor errors throughout and the occasional major error. The reference list adheres to Kaplan Harvard
Referencing Style, with only the occasional minor error. The reference list adheres to Kaplan
Harvard Referencing Style, with no errors.
The format chosen for your reflective analysis lacks thought and
consideration for the intended audience. The format chosen for your reflective analysis is
satisfactory, but major improvements would enhance its effectiveness. The format chosen for your reflective analysis is
appropriate, but quite a few improvements would be
needed for a professional audience. Your reflective analysis is professionally presented
and has been submitted in a format that, with some
tweaks, could be suitable for a professional audience. Your reflective analysis is professionally presented and has been submitted in an entirely appropriate format.
Feedback and grades will be released via Turnitin.
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