Staffordshire University
Business School
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Assignment Details
Course: Business Courses
Module Title: Consumer Behaviour
Module Code: BSB10180-5R
Assignment Title: Consumer Behaviour Case Study RESIT
Weighting 60% Individual Assignment, 40% Group Presentation if student undertook or failed
group presentation. If not 100% with additional task of 500 words
Tutors: Fatimah Moran, Anne Harbisher
Word Guideline: 20 minute group presentation plus 1000 word individual assignment, or 1500
words if no/ fail group presentation mark
Assignment Timetable:
Date Set
Submission Date: 13th August 2012 12 noon
Expected Return: 18th September 2012
Learning Outcomes to be Assessed:
1. Demonstrate Knowledge and understanding of the key concepts of Buyer Behaviour and
lifestyle analysis
2. Apply Relevant Theories and concepts to business scenarios
Assignment set by:
Fatimah Moran and Anne Harbisher
Assignment verified by:
Scrutiny panel and external examiner
Assessment Brief:
Using the example of low alcohol wine in the UK, answer the following questions:
1) Evaluate the stages of the decision making process that the consumer and/or customer would
go through in choosing whether to purchase your product
2) Discuss the most important socio-cultural and individual factors in the purchase decision for
your product.
Word Limit: 1000 words
IF you have failed/ not attended the group presentation you must in addition answer the
following question:
3) What are the main marketing implications for organisations producing the product?
Total Word Limit 1500 words
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The questions are equally weighted.
Your analysis will be presented in the form of a fully referenced academic essay, using Harvard
referencing
You will need a minimum of 6 good quality references, and each one should be from a
different source/author. Your source information could include a mixture of textbooks,
academic journals, databases, market reports and other credible academic sources. Quality
newspapers may also be used, but please note that an essay comprising mainly of newspaper
sources (i.e. popular journalism) will not be acceptable as an academic essay in the context of
this assignment
Assessment Criteria
To achieve a Pass:
The essay will offer some basic analysis to demonstrate your knowledge and understanding and
application of key concepts and theories. You will use at least 6 academic sources to support your
analysis, and you will use a consistent system of referencing for these and all other sources
(Harvard referencing). The essay will demonstrate a reasonably logical structure with grammar,
spelling and punctuation at an acceptable standard to convey those ideas.
To achieve a Distinction:
The essay will offer an excellent analysis of the decision making process and factors influencing
decision making. You will use more than 6 academic sources to support your analysis, and you will
use a consistent system of referencing for these and all other sources (Harvard referencing). The
essay will demonstrate an excellent and logical structure and grammar, spelling and punctuation
will be excellent.
Academic Misconduct
The Business School takes any cases of academic misconduct, including plagiarism very seriously.
The penalties are severe and can in some cases result in a student not being allowed to continue
their studies. The policy on Academic misconduct can be found at:
http://www.staffs.ac.uk/assets/academic_misconduct_tcm44-26770.pdf
If you fail to submit any assessment for a module you will be given a Grade Point N (Fail due to nonsubmission) for that module and you will no longer have a guaranteed re-sit entitlement. Any
further attempt entitlement will be at the discretion of the Award Board.
Assignments must be submitted by the due date. The only circumstance in which assignments can
be submitted late is if an extenuating circumstances form is submitted. In these circumstances work
may be submitted up to 2 weeks late only (this is not automatic). If the extenuating circumstances
are upheld, the assignment will be graded, otherwise a 0 will be awarded.
Maximum Word Length:
State the number of words used on the assignment front sheet. You may include diagrams, figures
etc. without word penalty. A sliding scale of penalties for excess length will be imposed according
to the amount by which the limit has been exceeded.
1-10%
11-20%
21-30%
31%+
excess
excess
excess
excess
no penalty
10% reduction in the mark
20% reduction in the mark
the work will be capped at a pass i.e. 40% or grade point 4.
NB. None of the above penalties will be used to change your mark which is above the pass mark, to
one that is below the pass mark. Therefore the maximum penalty for exceeding the word limit will
be a reduction to a pass grade.