A) Introduction: 1.talk about the assignment . 2.important of understanding consumer behavior for marketing .B) brand/ product features / rational / positions with the product line , [small ,eco————————-large , premium]C) low vs high involvement for the chosen product and explain why is it low or high .D) consumption trends: 7Os fram work ( Occupants , objects , objectives , organizations , operations , occasions , outlets)E) the positioning strategies and how it influence the consumer buying behavior.F) how internal and external factors that influence the buyer behavior impact on { problem recognition , info search , purchase decision , post purchase behavior .} with citation } . G) conclusion : 1. summaries 2. what have you learn after finishing the assignment .H) bibliography : 10 academic resource (2500 words)
campusm_cachefile_1545678113.363754.doc

Unformatted Attachment Preview

Consumer Behaviour A2
Level 2
September 2018 – January 2019
MAJAN COLLEGE (UNIVERSITY COLLEGE)
FACULTY OF BUSINESS MANAGEMENT
STUDENT ASSIGNMENT COVER SHEET
Module Name
Consumer Behaviour
Module Code
MC 20-02
Assessment No.
2
Assessment Type:
Individual Written Report (WR) 50%
STUDENT MCUC NUMBER:
Submission Date:
January 3, 2019
MODULE TUTORS:
Armstrong Jeyakumar &
Dr. Veena Tiwari
DECLARATION
• The work contained in this assignment is my own and that all materials and sources used
have been acknowledged.
• I/We have not copied or colluded in part or in whole, or otherwise plagiarised the work of
other students.
• This assignment has not been submitted for previous assessment in any other subject or to a
substantial extent has been accepted for the award of any other unit, module, degree or
diploma of a university or any other institute, except where due acknowledgement is made in
the text.
• I/We confirm that I/we have read, understood and followed the guidelines for assignment
submission and presentation provided by the lecturer.
• I/We understand that this assignment may be retained on the database and used to make
comparisons with other assignments in future.
• I/We have made a copy of my assignment
• This work may be photocopied and/or communicated for the purpose of identifying
plagiarism.
• I/We give permission for a copy of this marked assignment to be retained by the faculty of
Business Management for the purpose of course reviews by external examiners and to be
used as a resource by Majan College.
• I/We understand that unauthorized late submission without a valid written extension will be
marked as per the college policy mentioned in the students handbook page 18 section 18.5.
Majan College (University College)
Page 1
Consumer Behaviour A2
Level 2
September 2018 – January 2019
Assignment Task:
You need to choose one of these 2 kitchen appliances – Refrigerator or Cooking Range and research
Consumer Buying Behaviour for that appliance and produce a report that addresses the following:
a) Description of your chosen appliance.
b) Explain whether it’s a low or high involvement purchase.
c) The current consumer / consumption trends for this product category in Oman.
d) The Positioning Strategies followed in this product category and their influence on Consumer Buying
behaviour.
e) An evaluation of internal and external factors that influence the buyer behavior for this appliance, using
the following model of Consumer buying-decision process: Need Recognition – Information Search –
Evaluation of Alternatives – Purchase Decision – Post Purchase Behaviour.
Note: Your application and analysis must be underpinned by relevant academic literature.
Instructions
 This is an individual assessment.
 This assessment has 50% weighting in this module and consists of a submission of a written report.
 The report should not exceed 2500 words. A word count must be presented at the end.
 The report must be presented in Times New Roman font, Font size 12 and 1.5 spacing.
 A Bibliography must be included and Referencing must be in Harvard style.
 Submission Date: January 3, 2019
 Unauthorised late submission without a prior extension from the module tutor will not be marked and
will be awarded a grade G (0) irrespective of the quality of the work.
 Plagiarism is a serious academic offence and will be penalised, as per regulations.
Marking Criteria:
Please refer to the Marking Grid of this assessment (made available as a separate document) for the marking
criteria and their description.
Majan College (University College)
Page 2
Consumer Behaviour A2
September 2018 – January 2019
Level 2
Grading System used for assessing students’ work
Although grades may be awarded on the basis of marks in some assessments, students should note that both marks and
grades will be awarded on the basis of the assessment criteria for each grade.
Old grading System (Before Feb 2015)
GRADE
GRADE POINT
DESCRIPTION
A+
16

An outstanding piece of work.
A
15

Shows evidence of wider reading and originality

Strongly analytical. All important points are covered.

Arguments should be supported by examples and evidence, objectively
Excellent
A-
14
GENERAL ASSESSMENT CRITERIA
presented and evaluated,

Well-structured and well written, without noticeable grammatical or other
errors.

Correctly referenced
B+
13

Very good work.
B
12

All main points will have been covered, though minor issues may have been
omitted.
Very Good
B-
11
C+
10
C
9

The work will be analytical, balanced and soundly based.

Examples and supporting evidence should have been included.

The writing should be essentially correct, without major grammatical or
other errors.
Good
Majan College (University College)

Generally referenced correctly.

Generally good work.

Most points will have been covered, but many finer points will generally
Page 3
Consumer Behaviour A2
September 2018 – January 2019
Level 2
have been missed.
C-

Shows limited reading.

Arguments/analysis should be basically well structured and balanced with
8
relevant examples, but with errors and gaps.

The writing is clear, but has errors that nevertheless do not obscure the
meaning.

Referencing will be present but may at times be inaccurate or insufficient.
D+
7

Satisfactory.
D
6

Shows sufficient grasp of the subject to be acceptable.

Tends to be descriptive.

Examples and evidence is likely to be weak and limited.

Shows limited reading.

Referencing is likely to be absent or very poorly carried out.

Unsatisfactory/ Compensable fail.

Serious errors and omissions.

Very little analysis

Work of a very poor standard with little relevant information and/or serious
Pass
D-
E
5
4
Refer
F
2
F-
1

Work containing little of merit
G
0

No work submitted
Fail
errors.
Old Grading System (before Feb 2015)
GRADE
A+
A
AB+
B
BC+
GRADING SLAB
GRADE POINT
16
15
14
13
12
11
10
Majan College (University College)
Range of Marks in %
86 to 100
76 to 85.9
70 to 75.9
67 to 69.9
63 to 66.9
60 to 62.9
57 to 59.9
Page 4
Consumer Behaviour A2
C
CD+
D
DE
F
FG
September 2018 – January 2019
Level 2
9
8
7
6
5
4
2
1
0
53 to 56.9
50 to 52.9
47 to 49.9
43 to 46.9
40 to 42.9
35 TO 39.9
20 TO 34.9
0 TO 19.9
NA
New Grading System (Starting Feb. 2015)
Grade
Letter
Mark Band %
Grade Descriptor
A+
80-100
Outstanding

An outstanding piece of work.
A
75-79
Excellent

Shows evidence of wider reading and
A-
70-74
originality

Strongly analytical. All important points are
covered.

Arguments should be supported by examples
and evidence, objectively presented and
evaluated,

67-69
B
64-66
B-
60-63
Commendable
P A S S
B+
Well-structured and well written, without
noticeable grammatical or other errors.

Correctly referenced

Very good work.

All main points will have been covered,
though minor issues may have been omitted.

The work will be analytical, balanced and
soundly based.

Examples and supporting evidence should
have been included.

The writing should be essentially correct,
without major grammatical or other errors.
Majan College (University College)
Page 5
Consumer Behaviour A2
C+
57-59
C
54-56
C-
50-53
September 2018 – January 2019
Level 2
Good

Generally referenced correctly

Generally good work.

Most points will have been covered, but many
finer points will generally have been missed.

Shows limited reading.

Arguments/analysis should be basically well
structured
and
balanced with
relevant
examples, but with errors and gaps.

The writing is clear, but has errors that
nevertheless do not obscure the meaning.

Referencing will be present but may at times
be inaccurate or insufficient.
D+
47-49
D
44-46
D-
40-43
Satisfactory

Satisfactory.

Shows sufficient grasp of the subject to be
acceptable.

Tends to be descriptive.

Examples and evidence is likely to be weak
and limited.

Shows limited reading.

Referencing is likely to be absent or very
poorly carried out.
E
25-34
F-
01-24
G
0
Marginal Fail
Fail
F A I L
F
35-39

Unsatisfactory/ Compensatable fail.

Serious errors and omissions.

Very little analysis

Work of a very poor standard with little
relevant information and/or serious errors.
Fail

Work containing little of merit
Non-Submission

No work submitted
Majan College (University College)
Page 6

Purchase answer to see full
attachment