Assessment 1 Information
| SubjectCode: | MBA404 |
| SubjectName: | Consumer Behaviour and Marketing Psychology |
| AssessmentTitle | Consumer Decision-Making Process |
| Assessment Type:Length: | Individual online task and written analysis An online task, i.e., validation: 100 words (no more) Written Analysis: 1500 words (+/-10% allowable range) |
| Weighting: | 30% |
| Total Marks:Submission: | 100 Online |
| DueDate: | Week3 &6 |
Yourtask
Individually, you are required to submit a 100-word validation step and prepare a 1500-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 sameproductorserviceinthesecondandthirdassessmentsinthissubject,asallassessmentsinthissubjectareinterrelated.
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’s instructions regarding products/services that are not permissible.
By the end of week 3, you must 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’ your chosen product or service fulfilled. You will also be required 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 must prepare a 1500-word written analysis by providing the reader with an in-depth analysis of how you have moved through each consumer decision-making step.
In preparing your written analysis, you will also need to identify any possible issues that may have occurred during this process. Please use the ‘Workshop 2 Student Handout’ as a starting point for your analysis.
More specifically, you must:
- Analyse the need and want(s) that led you to research products or services that would address the state of your imbalance.
- Examine the internal and external sources of information by including screenshots of external sources of information to support your analysis and an indication of all potential alternatives at the end of this section.
- Evaluate alternatives and narrow down the chosen product or service attributes that fulfil your need and want. You must provide a detailed awareness set diagram to present your findings.
- Examine available purchase methods to determine how these methods may or could have impacted your decision-making process.
- Evaluate your post-purchase behaviour by identifying the chosen product or service features that reduce your cognitive dissonance. Pleasenotethatinthisstep,customersatisfactionshouldnotbeconsidered.
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 of consumer behaviour discussed in weeks 2 to 4.
You must use at least five (5) sources of information and reference these in accordance withthe 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 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 this subject’s ‘assessments’ tab to check the submission’s specific due date and time.
The written analysis document must be submitted on time (at the start of week 6) 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 an 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 other technical difficulties. Please review the information provided under this subject’s ‘assessments’ tab 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 AssessmentPolicy to understand more about 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 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 by visiting the following site: kbs.edu.au/admissions/forms-and-policies
ImportantStudyInformation
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.
Whatisacademicintegrityandmisconduct?What are the penalties for academic misconduct?Whatare thelate penalties?
HowcanIappealmygrade?
Click here for answers to these questions: 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.
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