Question 2

BEM2016

University of Exeter

Business School

May 2020

Consumer Behaviour

Module Convenor: Dr Katerina Karanika

Due Date: Monday 18 May 2020

Materials to be supplied: None

Answer both of the following two essays using module theories and consumer

behaviour concepts and examples.

The word limit for each essay is 1,000 words (+ 10%). Each essay will count for

35% of the overall mark. Both essays should be typed with a font size of 12, 1.5

spacing. The structure of each essay should include an introduction, main

body and a conclusion. The essays may be supported by visual or magazine

material, as appropriate. The reference list is not included in the word limit but

in-text citations are included in the word count.

1. “Consider your personal relationship to products, services and brands.

Select a product or service or brand that you are absolutely positive

about. How would you characterize your relationship to that

product/service/brand? Select another product, service or brand that

you are absolutely negative about; what is your relationship to that?

Which personal and cultural factors might explain your relationships to

these products, services or brands? Provide relevant recommendations

to marketers (and if applicable to public policy makers) based on your

discussion”.

2. “Critically discuss how technology and the internet affect consumer

behaviour and the extent to which technology and the internet empower

consumers. Use examples that are relevant to the field of marketing and

consumer behaviour to illustrate your answer”.

The answers will be assessed based on the following five marking criteria that

carry equal weight:

ESSAY MARKING CRITERIA

Criteria Grade

Argument and logical analysis A B C D F

Use of recommended and other

material A B C D F

Use of appropriate examples A B C D F

Quality of conclusions A B C D F

Structure, style and presentation A B C D F

A = 70% and above

B = 60-69%

C = 50-59%

D = 40-49%

F = below 39%

More specifically, the students should consider the following:

 Argument & logical analysis (quality of content, logical argument to respond to

set questions, justification of arguments, depth of analysis, critical reasoning and

analysis)

 Use of recommended and other material (powerful application of relevant

module theory and relevant information)

 Use of appropriate examples (use of current, contemporary examples that

demonstrate the application of your understanding)

 Quality of conclusions (the conclusion should be well developed and explained

in a clear and analytical way; highlight the main essence of your work and

provide relevant recommendations to marketers and if applicable to public policy

makers based on the preceding discussion)

 Structure, style & presentation (well-developed introduction, main body and

conclusion, suitable use of sub-headings, logical argument flow, clarity of

expression, suitable use of references based on APA referencing)