Consumer Behavior

MKT351 Consumer Behaviour

Tutor-Marked Assignment

July 2022 Presentation

MKT351 Tutor-Marked Assignment

SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 2 of 6

TUTOR-MARKED ASSIGNMENT (TMA) This assignment is worth 18% of the final mark for MKT351 Consumer Behaviour. The cut-off date for this assignment is 10 August 2022, 2355hrs. Note to Students: You are to include the following particulars in your submission: Course Code, Title of the TMA, SUSS PI No., Your Name, and Submission Date. The word limit for this assignment is between 500-700 words (excluding references). Please do not exceed the word limit. Reports that fail to conform to the word limit will be penalized. Do remember to cite any sources you use. Points maybe deducted for incorrect or inadequate referencing; severe cases may be considered plagiarism, which could result in disciplinary action.

MKT351 Tutor-Marked Assignment

SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 3 of 6

Important Note: Grading of TMA/GBA/ECA Submissions

Marks awarded to your assignment are based on the following guidelines:

1. 80% of the marks are allocated to the content of your answers:

 The marks awarded to what your answers cover depend on the extent to which they cover the key points that correctly and comprehensively address each question.

 The key points should be supported by evidence drawn from course materials and, wherever relevant, from other credible sources.

2. 20% of the marks are allocated to the presentation of your answers: Wherever applicable, the marks awarded to how your answers are presented depend on the extent to which your answers:

 form a sound reasoning by developing those key points in a clear, logical and succinct manner;

 provide proper and adequate in-text citations and referencing to content drawn from course materials and other credible sources;

 strictly follow APA formatting and style guidelines1, in particular for: • in-text citations and end-of-report references; • the identification of figures and tables;

 use, wherever relevant, the specialised vocabulary and terminology commonly used in discussions about the topic(s) covered by each question;

 provide a reference or bibliography at the end of the main report;

 include the less relevant details in an Appendix;

 use sentence constructions that are grammatically and syntactically correct;

 are free from spelling mistakes; present the workings, numerical formulations and results in a logical manner that follows the APA formatting and style guidelines;

 design and present graphs, diagrams and plots that follow the APA formatting and style guidelines;

 are highly original;

 have proper formatting, which may: • include a properly formatted cover page; • respect the answer length/word count set out in the assignment guidelines, if

any is prescribed; • present answers in paragraphs with proper spacing and page margins; • include page numbers and appendices, if necessary.

1 You can find a short tutorial on the APA formatting and style guidelines here: https://apastyle.apa.org/index. Additional details (pertaining to tables and figures) can be found here: https://is.gd/O4vDdT .

MKT351 Tutor-Marked Assignment

SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 4 of 6

The assignment is based on your acquired knowledge on consumer behaviour and its application to the article below. Students are allowed to do secondary research, but it should be kept to a minimal, with most of the context coming from lesson materials and real-life examples. Proper referencing using the APA referencing format is required for any external references. There will be a maximum of 10 marks penalty for inappropriate referencing. The total length of the report should not exceed 700 words, with font Times New Roman size 12, with 1.5 line spacing (excluding cover page, table of contents, and references, if any). UNIQLO puts the spotlight on 100 Singapore women entrepreneurs at ION Orchard outlet As part of its commitment to move beyond being just an apparel brand to one that is working towards understanding and uplifting women, UNIQLO Singapore has rolled out a series of initiatives as part of its LifeWear For Her project.

The brand has set up a specially curated space for female shoppers at its ION Orchard branch. It features four different zones, including an expanded feminine care aisle of featuring innerwear products such as bra tops, sanitary shorts and maternity underwear, which cater to different stages in a woman's life, such as puberty and pregnancy.

MKT351 Tutor-Marked Assignment

SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 5 of 6

There is also a revamped fitting room, where LifeWear for Her advisers will be on hand to help female shoppers with fit and recommendations, as well as dedicated corner for active customer feedback. For the project, UNIQLO also partnered with local non-profit social enterprise CRIB Society to support female entrepreneurs. There will be a permanent space to showcase products and services from 100 female-led homegrown brands. Throughout the year, there will also be a pop-up workshops and events helmed by local entrepreneurs such as Eugenia Ye-Yeo of nail wrap brand Nodspark and Jungmin Lee of beauty line Ksisters.

“The partnership with CRIB Society extends UNIQLO’s commitment to deepen our relationships with local communities. Entrepreneurship can be an unnerving, lonely journey and these women have been brave enough to take the plunge,” said Joyce Tan, marketing director at UNIQLO Singapore. “We hope their stories can inspire other women in their own journeys while we provide a platform for more people to know of their businesses. Continued Tan: “The dedicated space for women at our ION Orchard store is a physical manifestation of what LifeWear for Her stands for - empowering women and supporting their transition across life stages and lifestyle needs with ease and confidence. Women will now have easier access as well as guidance towards the use of our LifeWear products that offer them more comfort during their daily activities.”

MKT351 Tutor-Marked Assignment

SINGAPORE UNIVERSITY OF SOCIAL SCIENCES (SUSS) Page 6 of 6

UNIQLO has also collaborated with Singaporean illustrator and art director Alexa Ong to launch the Fempowered UTme! collection, a customisation service that allows anyone to make their own original T-shirt, exclusively at its Orchard Central flagship store. Available in six different designs, the overarching theme celebrates women for breaking conventions, having a fearless spirit and more. The designs are hyperlocal and inspired by traditional bites such as the iced gem biscuit and kaya butter toast. Source: Adapted from “UNIQLO puts the spotlight on 100 Singapore women entrepreneurs at ION Orchard outlet” by Genevieve Sarah Loh, Channel News Asia, 16 April 2022. Question 1 (a) Using evidence from the article, propose at least two (2) segments that this initiative by

UNIQLO can target.

You are expected to name the base(s) of segmentation used for both segments. (20 marks)

(b) Appraise the two (2) segments that you have identified above on the 5 criteria of

effective targeting. On the basis of your appraisal, recommend the better segment to UNIQLO to target.

You are expected to use all 5 criteria of Identifiable, Sizeable, Stable, Accessible and In Line with the Marketer’s Objectives and Resources to appraise the segments.

(60 marks)

Question 2 Using J.Aaker’s brand personality framework, examine UNIQLO’s campaign impact on its brand personality. You are expected to use evidence from the case and explain why you feel that their actions in this campaign develops a certain brand personality.

(20 marks)

---- END OF ASSIGNMENT ----