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.