Kent Institute Australia Pty. Ltd. Assessment Brief ABN 49 003 577 302 CRICOS Code: 00161E RTO Code: 90458 Version 1: 22nd December, 2016 TEQSA Provider Number: PRV12051 ASSESSMENT BRIEF COURSE: Bachelor of Business / Bachelor of Accounting Unit: Consumer Behaviour Unit Code: CBEH209 Type of Assessment: Assessment 4 – Individual Written Report Length/Duration: 1000 words Unit Learning Outcomes addressed: 1)Understand the concepts in consumer behaviour in relation to products/services 2)Explain about the consumer behaviour theories 3)Analyse the consumer behaviour purchasing process 4)Differentiate the psychological and social factors influencing consumer behaviour; 5)Apply the factors influencing consumer behaviour on the decision making process Submission Date: Week 10 Assessment Task: Students will be required to write a report on segmentation and consumption Total Mark: 100 marks Weighting: 20% Students are advised that any submissions past the due date without an approved extension or without approved extenuating circumstances incurs a 5% penalty per calendar day, calculated from the total mark E.g. a task marked out of 40 will incur a 2 mark penalty per calendar day. More information, please refer to (Documents > Student Policies and Forms > POLICY – Assessment Policy & Procedures – Login Required) Kent Institute Australia Pty. Ltd. Assessment Brief ABN 49 003 577 302 CRICOS Code: 00161E RTO Code: 90458 Version 1: 22nd December, 2016 TEQSA Provider Number: PRV12051 ASSESSMENT DESCRIPTION: The Sydney Morning Herald/The Age in February 2017 identified the 7 political tribes as follows: Activist egalitarian Progressive cosmopolitan Ambitious saver Prudential traditionalist Lavish mod-con Anti-establishment firebrand Disillusioned pessimist Task: Based on your understanding of market segmentation, you are to write which group would be a) the most likely buyers and b) the least likely buyers of the products and services below. You are to provide reasons to support your answers. a) Purchasing an imported small car like the Austin Mini Cooper b) Going to the local café for your regular coffee and breakfast c) Joining a gym and fitness centre d) Buying beer from the local bottle shop and watching footie at home e) Ordering food online through providers like Menulog, Panda Food e.t.c. f) Installing renewable energy like solar panels in their houses g) Buying homeware products at DIY (Do It Yourself) hardware stores like Bunnings h) Shopping at Big W i) Eating at fast food restaurants like Madonald and K.F.C j) Playing poker machines at our local RSL or League’s club on a regular basis. Kent Institute Australia Pty. Ltd. Assessment Brief ABN 49 003 577 302 CRICOS Code: 00161E RTO Code: 90458 Version 1: 22nd December, 2016 TEQSA Provider Number: PRV12051 ASSESSMENT SUBMISSION: The key sections to be included are: Executive summary; Understanding of demography and the usage of the various products by the various demographic groups and trends in demography: Bibliography and Referencing. Your report must include: • Reference from the text book, supporting your argument. • Correct argument essay structure. Refer to the Academic Learning Skills handout on Essay writing. • Harvard referencing for any sources you use. Refer to the Academic Learning Skills handout on Referencing. • A minimum of 4 academic references (including the text book). Please see Academic Learning skills staff for assistance with this, or any assignment. They can help you with understanding the task, draft checking, structure, referencing and other assignment-related matters MARKING GUIDE (RUBRIC): Marking Criteria Distinction/high Distinction Credit Pass Fail Research /20 Thorough research is indicated. Very good use of sources to support idea, well integrated. Sources are credible. Use of sources to support idea well Minor weaknesses with paraphrasing or integrated application Research is generally thorough. Good use of sources to support ideas, mostly integrated. Sources are credible. May be weaknesses with paraphrasing or integrated application Basic and sound research. Basic use of sources to support ideas, generally well integrated, mostly sources are credible. May be weaknesses with paraphrasing or integration/application. Little evidence of research. Sources are missing. Inappropriate, poorly integrated or lacking credibility. Lack clear link of sources with essay/report. Information /30 Essay/report is very coherent and flows well. Topic is addressed thoroughly. Essay/report is coherent and flows well. Essay/report is generally coherent. Topic is addressed. Essay/report lacks coherent. Topic is poorly addressed. Kent Institute Australia Pty. Ltd. Assessment Brief ABN 49 003 577 302 CRICOS Code: 00161E RTO Code: 90458 Version 1: 22nd December, 2016 TEQSA Provider Number: PRV12051 Analysis in depth. There may be minor consistencies and weakness with flow. Topic is addressed quite thoroughly. Analysis in considerable depth. There may be inconsistencies and weaknesses with flow. Analysis is reasonable depth with some description. There are some inconsistencies and weaknesses with flow. Little analysis. Structure /20 Topic, concepts are clearly outlined in introduction. Materials in body is logically and clearly sequenced. Very few or minor weaknesses. Conclusion mostly effectively summaries essay repot. With recommendations and clear links to introduction. Topic, concepts are mostly clearly conveyed in introduction. Materials in body is logically and clearly sequenced. Few minor weaknesses. Generally clear links to introduction. Topics, concepts are generally stated with some clarity in introduction. Material in body is generally logically sequenced. Some weaknesses. Conclusion does not clearly summarise Essay/report. Links to introduction not clear. Topic, concepts are not clear in introduction. Materials in the body is generally poorly sequenced. No clear conclusion. No links to introduction. Language presentation /20 Very good standard of writing. Very few or minor errors in punctuation grammar or spelling Good standard of writing. Few errors in punctuation. Grammar or spelling. Basic and sound standard of writing. Some errors in punctuation, grammar and spelling. Poor standard of writing. Word limit may not be adhered to. Referencing /10 Very good attempt to reference sources. Very minor inconsistencies and technical errors in style. Thorough and consistent reference list and all references listed. Good attempt to reference sources. Inconsistencies and technical errors in style. Few inaccuracies in reference list and all references listed. Basic and sound attempt to reference sources. May be some inconsistencies and technical errors in style. Reference list is generally complete with 1 or 2 references missing. No referencing or, if done, is inconsistent and technically incorrect. No or minimal reference list. Mixed styles. Total /100 Kent Institute Australia Pty. Ltd. Assessment Brief ABN 49 003 577 302 CRICOS Code: 00161E RTO Code: 90458 Version 1: 22nd December, 2016 TEQSA Provider Number: PRV12051 GENERAL NOTES FOR ASSIGNMENTS Assignments should usually incorporate a formal introduction, main points and conclusion, and will be fully referenced including a reference list. The work must be fully referenced with in-text citations and a reference list at the end. We strongly recommend you to refer to the Academic Learning Skills materials available in the Moodle. For details please click the link http://moodle.kent.edu.au/kentmoodle/course/view.php?id=5 and download the file “Harvard Referencing Workbook”. Appropriate academic writing and referencing are inevitable academic skills that you must develop and demonstrate. We recommend a minimum of FIVE references, unless instructed differently by your lecturer. Unless specifically instructed otherwise by your lecturer, any paper with less than FIVE references may be failed. Work that includes sources that are not properly referenced according to the “Harvard Referencing Workbook” will be penalised. Marks will be deducted for failure to adhere to the word count – as a general rule you may go over or under by 10% than the stated length. GENERAL NOTES FOR REFERENCING High quality work must be fully referenced with in-text citations and a reference list at the end. We recommend you work with your Academic Learning Support (ALS) site (http://moodle.kent.edu.au/kentmoodle/course/view.php?id=5) available in Moodle to ensure that you reference correctly. References are assessed for their quality. You should draw on quality academic sources, such as books, chapters from edited books, journals etc. Your textbook can be used as a reference, but not the lecturer notes. We want to see evidence that you are capable of conducting your own research. Also, in order to help markers determine students’ understanding of the work they cite, all in-text references (not just direct quotes) must include the specific page number/s if shown in the original. Before preparing your assignment or own contribution, please review this ‘YouTube’ video by clicking on the following link: Plagiarism: How to avoid it PLAGIARISM: HOW TO AVOID IT You can search for peer-reviewed journal articles, which you can find in the online journal databases and which can be accessed from the library homepage. Wikipedia, online dictionaries and online encyclopaedias are acceptable as a starting point to gain knowledge about a topic, but should not be overused – these should constitute no more than 10% of your total list of references/sources. Additional information and literature can be used where these are produced by legitimate sources, such as government departments, research institutes such as the NHMRC, or international organisations such as the World Health Organisation (WHO). Legitimate organisations and government departments produce peer reviewed reports and articles and are therefore very useful and mostly very current. The content of the following link explains why it is not acceptable to use non-peer reviewed websites: Why can't I just Google? (thanks to La Trobe University for this video).