STAFFORDSHIRE UNIVERSITY
Business School
2010/2011
ASSIGNMENT FRONTSHEET
Module Code Number:
BSB10180-5R
Module Title:
Consumer Behaviour
Site:
Stoke
Semester:
2 - RESIT
Module Leader:
Debbie Gilliland and Anne Harbisher
Assessment Tutor:
Debbie Gilliland and Anne Harbisher
Assessment Type:
Assignment/Individual (60%)
Assessment Title:
Consumer Behaviour Case Study
Written by:
Debbie Gilliland and Anne Harbisher
Moderated by:
Scrutiny Panel
External:
Ethics Disclaimer:
I confirm that the University’s guidelines for ethical approval have been
consulted and that all ethical issues and implications in relation to the above
project have been considered. I confirm that ethical approval need not be
sought.
Name/Signature of Module Leader:
Date:
Debbie Gilliland and Anne Harbisher (via email)
22/6/11
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Submission Arrangements:
Deadline: By 12 noon, Monday 15th August, 2011 for written assessment.
Written assessment: Business Reception Desk, Brindley Building, Leek Road.
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 at the same time. In these circumstances work may be
submitted up to 2 weeks late only. If the extenuating circumstances are
upheld, the assignment will be graded; otherwise a ‘0’ will be awarded.
Maximum word length:
Individual assignment - 1000 words
State the number of words used at the end of the assignment. You may
include diagrams, figures, appendices etc. without word penalty. A sliding
scale of penalties for excess length will be imposed. The penalties will be as
follows:
Up to 10%
11-20%
21-30%
31% plus
excess words
excess words
excess words
excess words
no penalty
10% penalty
20% penalty
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 a student 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.
ASSIGNMENT BRIEFING
Learning Outcomes for this assessment:
1. Demonstrate knowledge and understanding of the key concepts of buyer
behaviour and lifestyle analysis
2. Apply relevant theories and concepts to business scenarios
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Using the example of on-sales (as opposed to off sales for home
consumption) of premium bottled cider in the UK, answer the following
questions:
1.
Discuss the stages in the decision making process for the product.
2.
What impact do group (cultural, social, reference) factors have on the
purchase decision?
3.
What are the main marketing implications for organisations producing
the product?
Individual Work (60% weighting)
Word Limit: 1000 words

This assignment must be your own work, not a group answer.

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.
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ADDITIONAL INFORMATION TO TAKE CAREFUL NOTE OF:
What is plagiarism?
Contrary to popular student belief getting caught and being punished for
committing plagiarism is not a rare occurrence. The university typically
uncovers and reports for disciplinary action many students each year for
‘plagiarism’. To find our more about what the term “plagiarism” means, please
go to the University web-site:
http://www.staffs.ac.uk/Student_Information/09-al-academicPDF/pl.pdf
We strongly recommend that you read the full document at the above
address. Summarised below are some of the key points.
You will have committed plagiarism and may be caught, reported and
punished (as described below) if you:
 Copy extensively from the work of others (from sources such as books,
magazines, journals, web-sites for example) and submit the work as your
own. NB It is acceptable to refer to the work of others as long as you do
not use too much, and reference your sources properly . If you do not
know how to do this, please follow the guidelines given in the document
entitled ‘Adding quotations and references to your written work’ on the
web-site at this address:
http://www.staffs.ac.uk/schools/business/bsadmin/staff/s3/jamr.htm
 Copy another student’s work and submit it for assessment under your own
name.
 Allow another student to copy your work and they then submit it for
assessment under their name.
The last item is of particular importance; few students seem to understand
what it means. You should be aware that if, for example, you allow another
student to borrow your work and they subsequently copy some of that work
and present it as their own, you and they will both be punished even though
they copied your work.
What happens if you get caught?
Examination Boards may punish offending students in a number of ways.
Typically, punishments range from reducing grades, making students re-sit
modules, through to failing students on a module or an entire award.
The University regards this form of cheating as a serious offence.
Please consider yourself warned!
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