CONSUMER BEHAVIOR – Homework Help

BCO 15079 CONSUMER BEHAVIOR Task brief & rubrics: Midterm Assignment

Task Mid-Term assignment

The task is addressed to help the students to understand the “determinants for the consumer behavior” and the “decision-making process” and the “segmentation

of consumers”. For the task, students are expected to answer, critically and well sustained, to two open questions. Those questions will be the “anteroom” for

the final submission, since the two questions will explore and ask for the fundamentals for Consumer Behavior.

Submission will be uploaded in Turnitin (pdf format).

The questions are:

TOPIC: DETERMINANTS OF CONSUMER BEHAVIOR

1) When it comes to the “consumer behavior analysis” there are several layers to consider. Those layers are influenced by several determinants, that

comprehends “personal” and “interpersonal” determinants. Could you please define and explain me what those determinants mean?

TOPIC: THE DECISION-MAKING PROCESS

2) The “Consumer decision-making process” analysis has implications for the “Consumer Behavior” research. How can we use the information obtained

through the analysis of each one of the stages of the decision-making process to improve the knowledge about consumers?

Formalities:

• Wordcount: There is a non-stricter wordcount for the “mid-term”, but the recommendation is just one page to answer the two questions.

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 11 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvard’s citation style. Please, bear in mind that the usage of resources and evidence is

mandatory, particularly for the final submission.

Submission:

• MID-TERM: Week 6 – Via Moodle (Turnitin). 6th March, 23:59 (CET)

Weight:

• Mid-term is the 40% of your total grade for this subject.

The essay writing task assesses the following learning outcomes:

• Understand the processes that guide consumer perceptions, attitudes, learning & memory and choices and behavior.

• Evaluate the different perspectives that characterize the study of consumer behavior.

• 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

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(20%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student does not understand the task, or he/she understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (30%) Student applies fully relevant knowledge from the topics delivered in class.

Student applies mostly relevant knowledge from the topics delivered in class.

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.

Student applies little or non- relevant knowledge from the topics delivered in class. Misunderstands are evident.

Critical Thinking (40%)

Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.

Student critically assesses in good ways, drawing conclusions from relevant authors and references.

Student provides some insights but stays on the surface of the topic. References may not be relevant.

Student makes little or non- critical thinking insights, does not quote appropriate authors, and does not provide valid sources.

Communication (10%)

Student communicates their ideas extremely clear and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.