Consumer behavior
BCO225 CONSUMER BEHAVIOUR Task brief & rubrics
Task – Consumer Behaviour Strategic Recommendations Assignment
In this assignment, you need to interview 3 classmates regarding their role as consumer for a specific industry, product or service (e.g.: sportswear, hotels,
Netflix, social media, books, etc.). After collecting and explaining the data you collected, you need to apply consumer behaviour models learnt throughout the
course and make recommendations for companies operating in that industry or, if you have chosen a specific company, for that organization in particular.
Elaborate a report in which you include:
• Consumer behaviour overview:
o What industry are you analyzing and what questions will you ask to understand consumer behaviour?
o Who did you ask? Brief description of their profile, considering geodemographic aspects, lifestyle and behaviour with the brand/industry
(loyalty, frequency of use, main benefit that they seek, etc.).
• Multiattribute model: Considering this model, reflect on what drives customer to make decisions in the selected industry. Remember that you have to
include a table in which you have a list of elements, their hierarchy, grade and rating for each one. You have the template uploaded in the course page
and the in-class activity available in the forum.
• Differences and similarities between cultures: Consider the culture of respondents. How does culture affect consumer behaviour in this industry? Apply
the Hofstede Model using the “compare countries” tool.
• Recommendations: Considering the analysis you’ve made, come up with two or four recommendations to companies operating within this industry to
adapt successfully to the current behaviour of customers.
Formalities:
• Wordcount: 2000 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 11
• The in-text References and the Bibliography must be in Harvard’s citation style.
Submission: Week 13, Sunday 7th of May 2023 – Via Moodle (Turnitin).
Weight: This task is 60% of your total grade for this subject.
It assesses the following learning outcomes:
• apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales and retail strategies, for marketing or
consumer management;
• recognize new trends early in the field of analytics and consumer experience
Rubrics
Learning Descriptors Fail Below 60% Marginal Fail 60-69% Fair 70-79 % Good 80-89% Exceptional 90-100%
Purpose & Understanding KNOWLEDGE & UNDERSTANDING 20%
Very poor coverage of central
purpose, goals, research
questions or arguments with
little relevant information
evident. Virtually no evidence of
understanding or focus.
Minimal understanding of
purpose of the study; factual
errors evident. Gaps in
knowledge and superficial
understanding. A few lines of
relevant material.
Reasonable understanding and
clearly identifies the purpose,
goals, research questions or
argument. Reflect partial achievement of
learning outcomes.
A sound grasp of, and clearly
identifies, the purpose, goals,
research questions or argument.
Some wider study beyond the
classroom content shown.
Effectively describes and explains
the central purpose, arguments,
research questions, or goals of
the project; explanation is
focused, detailed and
compelling. Recognition of
alternative forms of evidence
beyond that supplied in the
classroom.
Content KNOWLEDGE & UNDERSTANDING 30%
Content is unclear, inaccurate
and/or incomplete. Brief and
irrelevant. Descriptive. Only
personal views offered.
Unsubstantiated and does
not support the purpose,
argument or goals of the
project. Reader gains no
insight through the content
of the project.
Limited content that does not
really support the purpose of
the report. Very poor
coverage.
Displays only rudimentary
knowledge of the content
area. Reader gains few if any
insights
Presents some information
that adequately supports
the central purpose,
arguments, goals, or
research questions of the
project. Although parts
missing, it demonstrates a
level of partially proficient
knowledge of the content
area. Reader gains some
insights.
Presents clear and
appropriate information
that adequately supports
the central purpose,
arguments, goals or research
questions of the project.
Demonstrates satisfactory
knowledge of the content
area. Reader gains proficient
insights.
Presents balanced, significant
and valid information that
clearly and convincingly
supports the central purpose,
arguments, research
questions or goals of the
project. Demonstrates in-
depth and specialised
knowledge of the content
area. The reader gains
important insights
Organization COMMUNICATION 10%
Information/content is not
logically organized or
presented.
Topics/paragraphs are
frequently disjointed and fail
to make sense together.
Reader cannot identify a line
of reasoning and loses
interest.
Information/content is not, at
times, logically organized or
presented. Topics/paragraphs
are frequently disjointed
which makes the content
hard to follow. The reader
finds it hard to understand
the flow of the report.
Information/content is
presented in a reasonable
sequence.
Topic/paragraph transition is
unclear in places with
linkages for the most part.
Reader can generally
understand and follow the
line of reasoning, although
work needed to be
proficiently organized.
Information/content is
presented in a clear and
understandable sequence.
Topic/paragraph transition is
good with clear linkages
between sections and
arguments. Reader can
understand and follow the
line of reasoning.
Information/content is
presented in a logical,
interesting and effective
sequence. Topics and
arguments flow smoothly
and coherently from one to
another and are clearly
linked.
Reader can easily follow
the line of reasoning and
enjoyed reading the
report.
Use of References COMMUNICATION 10%
Little or no evidence of
reference sources in the
report. Content not
supported and based on
unsubstantiated views.
Most references are from
sources that are not peer-
reviewed or professional,
and have uncertain
reliability. Few if any
appropriate citations are
Professionally legitimate
references are generally
used. Fair citations are
presented in most cases.
Some of the
information/content/evidence
Professionally and
academically legitimate
references are used. Clear
and accurate citations are
presented in most cases. The
majority of the
Presents compelling evidence
from professionally and
academically legitimate
sources. Attribution is clear
and accurate. References are
75% from primarily peer-
provided. Reader doubts the
validity of much of the
material.
comes from sources that are
reliable, but more academic
sources needed to be
convincing.
information/content/evidenc
e comes from sources that
are reliable.
reviewed professional
journals or other approved
sources.
Analytical / Critical Thinking Skills CRITICAL THINKING Set % here
Research problem, concept or
idea is not clearly articulated,
or its component elements
are not identified or
described. Research
information is poorly
organized, categorized
and/or not examined;
research information is often
inaccurate or incomplete.
Presents little if any analysis
or interpretation;
inaccurately and/or
inappropriately applies
research methods,
techniques, models,
frameworks and/or theories
to the analysis. Presents few
solutions or conclusions;
solutions or conclusions are
often not well supported, are
inaccurate and/or
inconsistent, and are
presented in a vague or
rudimentary manner.
Research problem, concept
or idea is not clearly
articulated at times and
confusing. Research
information is badly
organized, categorized,
and/or only superficially
examined; research
information is often
incomplete. Presents limited
analysis or interpretation;
inaccurately and/or
inappropriately applies
research methods,
techniques, models,
frameworks and/or theories
to the analysis. Presents
some solutions or
conclusions but they are
often not well supported, or
logical.
Adequately identifies and
describes (or sketches out)
the research problem,
concept or idea and its
components. Gathers and
examines information
relating to the research
problem, concept or idea;
presents and appraises
research information with
some minor inconsistencies,
irrelevancies or omissions.
Generally applies
appropriate research
methods, techniques,
models, frameworks and/or
theories although with
inaccuracies. Outlines
solutions or conclusions that
are somewhat logical and
consistent with the analysis
and evidence; identifies
and/or lists solutions or
conclusions although not
always clearly.
Formulates a clear
description of the research
problem, concept or idea,
and specifies major elements
to be examined. Selects
information appropriate to
addressing the research
problem, concept or idea;
accurately and appropriately
analyses and interprets
relevant research
information. Effectively
applies appropriate research
methods, techniques,
models, frameworks and/or
theories in developing and
justifying multiple solutions
or conclusions; solutions or
conclusions are coherent,
well supported and
complete.
Effectively formulates a clear
description of the research
problem, concept or idea,
and specifies major elements
to be examined. Selects and
prioritizes information
appropriate to addressing
the research problem,
concept, or idea; accurately
and appropriately analyzes
and interprets relevant
research information.
Precisely and effectively
applies appropriate research
methods, employs advanced
skills to conduct research.
Uses techniques, models,
frameworks and/or theories
in developing and justifying
multiple solutions or
conclusions; solutions or
conclusions are insightful,
coherent, well supported,
logically consistent and
complete. Displays a mastery
of complex and specialized
areas.
Integration Skills APPLICATION & EVALUATION 30%
Shows little ability to employ
theory and practice across
the functional areas of
business in the assessment
of issues relating to the
research problem, concept,
or idea. Does not recognize
or correctly identify cross-
functional organizational
issues relevant to the
research problem, concept
Shows some ability to employ
theory and practice across the
functional areas of business in
the assessment of issues
relating to the research
problem, concept or idea.
Recognizes organizational
issues relevant to the research
problem, concept or idea but
does not show
understanding. Does not
Exhibits application of
principles, theories and
practices across the
functional areas of business
to the analysis of the
research problem, concept
or idea. With some
exceptions, outlines and
describes (or sketches out)
some cross- functional
organizational issues that
Demonstrates an ability to
integrate and apply
principles, theories and
practices across the
functional areas of business
to the analysis of the
research problem, concept
or idea.
Identifies, examines and
critically evaluates important
cross- functional
Demonstrates well-
developed ability to
integrate and apply
principles, theories and
practices across the
functional areas of business
to the analysis of the
research problem, concept
or idea. Effectively identifies,
examines and critically
evaluates important cross-
or idea. Does not
adequately evaluate the
research problem, concept
or idea in light of relevant
principles, theories and
practices across the
business functional areas.
Few if any solutions,
recommendations for action,
or conclusions are
presented, and/or they are
not appropriately justified
or supported.
adequately evaluate the
research problem, concept or
idea in light of relevant
principles, theories and
practices across the business
functional areas. Some
solutions offered but difficult
to understand.
Recommendations for action,
or conclusions are presented,
but they are often not well
supported, or logical.
are relevant to the research
problem, concept or idea.
Adequately identifies and
describes (or summarizes)
solutions, recommendations
for action, or conclusions
that are, for the most part,
appropriate, but which need
to be more aligned with
principles and concepts in
the functional areas of
business.
organizational issues
associated with the research
problem, concept or idea.
Clearly justifies solutions,
recommendations for action,
or conclusions based on
analytics and an insightful
synthesis of cross-
disciplinary principles and
concepts in the functional
areas of business.
functional organizational
issues associated with the
research problem, concept,
or idea. Clearly and
effectively justifies solutions,
recommendations for
action, or conclusions based
on strong analytics and an
insightful synthesis of cross-
disciplinary principles and
concepts in the functional
areas of business. Can link
thinking across disciplines
and contexts.