consumer psychology

UNIVERSITY OF SUNDERLAND

AND

MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE

Course : Bachelor of Arts (Hons) Business and Marketing (BMTD51713A)

Module : UGB310 Consumer Psychology MDIS Module

Tutor : Mr FranKie Lim

Assessment : Individual Assignment

Due Date : 13 July 2018

Word Length : 4000 words

Weighting within Module : 100%

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CHEATING WILL BE DEALT WITH IN ACCORDANCE WITH THE UNIVERSITY’S DISCIPLINARY PROCEDURES You are required to submit the soft-copy of your assignment through TURNITIN Background Information This assignment is designed to enable you to build a comprehensive knowledge of key variables which are significant to the understanding of consumer buying behaviour. The following Learning Outcomes will be covered. LEARNING OUTCOMES: On completion of this module the student should be able to:

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Knowledge-Based Outcomes K1 Demonstrate a critical understanding of the different approaches to consumer

behavior with an emphasis on the positivist and interpretivist viewpoints. K2 Evaluate the individual dimensions of consumer behaviour by discussing issues

related to the development of relevant contemporary theories. K3 Discuss the social aspects of consumer behaviour in an era of globalization. Skills-Based Outcomes S1 Ability to build a conceptual framework of consumer profiles. S2 Ability to apply psychological and social dimensions of consumer behaviour. S3 Ability to develop an effective customer focused strategy. This is an Individual Assignment

We have all been told at some point in our life not to judge a book by its cover. However, not too long ago, tattoos were seen very differently. They were seen as a label. Tattoos were synonymous for bad news. But as our younger generation leans toward more liberal tendencies, tattoos became more popular.

Tattoos are becoming more and more socially acceptable among younger generations, they may even be considered “cool”. Who would have thought that tattoos do not automatically mean you are a criminal?! On social media tattoos are becoming incredibly popular. Today, there are countless Instagram accounts based around showcasing different styles of tattoos, demonstrating the transformation from a jailbird hobby to an art style.

You are required to investigate this issue by discussing the contemporary consumer behaviour topic of “tattoo design as an art form” in relation to the given questions.

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Task The entire assignment is to be based on secondary research that can be drawn from various sources including academic reports and news articles. In the context of the topic “tattoo design as an art form”, you are to discuss the following:

1. Research and analyze the changing consumer perception of “tattoo design as an art form”.

(1000 words maximum – 25% weightage)

2. Evaluate the influence of this changing trend on the consumer decision making process.

(1000 words maximum – 25% weightage)

3. Discuss the key psychological variables (such as personality, attitudes, motivation and learning) that also influence the buying behavior of consumers.

(1000 words maximum – 25% weightage)

4. With your understanding of social and cultural influences, explore the future direction of this changing trend.

(1000 words maximum – 25% weightage)

Assignment guidelines:

Remember you are not just gathering evidence & information in this assignment. You have to analyse & critique it. You are advised to use journal articles/ media reports and information generated from reputable websites to generate information. If you have any queries or doubts, please clarify them with the Module Leader. Talking to fellow students sometimes may lead to more confusion.

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Generic Assessment Criteria – Undergraduate Bachelor’s degree You will be marked on the Content and Presentation

Categories

Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature

P a

s s

86 – 100%

The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.

76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse and there may be some evidence of originality

70 – 75%

The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

60 – 69%

Directly relevant to the requirements of the assessment

A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein

Good analysis, clear and orderly

Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical mode(s)

May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.

Well written, with standard spelling and grammar, in a readable style with acceptable format

Critical appraisal of up-to- date and/or appropriate literature. Recognition of different perspectives. Very good use of source material. Uses a range of sources

50 – 59%

Some attempt to address the requirements of the assessment: may drift away from this in less focused passages

Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance

Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose

Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical mode(s) couched in simplistic terms

Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic

Competently written, with only minor lapses from standard grammar, with acceptable format

Uses a variety of literature which includes some recent texts and/or appropriate literature, though not necessarily including a substantive amount beyond library texts. Competent use of source material.

40 – 49%

Some correlation with the requirements of the assessment but there are

Basic understanding of the subject but addressing a limited range of material

Largely descriptive or narrative, with little evidence of analysis

A basic argument is evident, but mainly supported by assertion and there may be a lack of clarity and coherence

Some evidence of a view starting to be formed but mainly derivative.

A simple basic style but with significant deficiencies in expression or format that may

Some up-to-date and/or appropriate literature used. Goes beyond the material tutor has provided. Limited use of sources to support a point.

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instances of irrelevance

pose obstacles for the reader

F a

il

35 – 39%

Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms

A limited understanding of a narrow range of material

Heavy dependence on description, and/or on paraphrase, is common

Little evidence of coherent argument: lacks development and may be repetitive or thin

Almost wholly derivative: the writer’s contribution rarely goes beyond simplifying paraphrase

Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style

Barely adequate use of literature. Over reliance on material provided by the tutor.

The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.

30 – 34%

The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.

15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.

0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.