Consumer Behaviour
Program: Bachelor of Business
Trimester: 2 2015
ASSESSMENT ITEM : INDIVIDUAL ASSIGNMENT
ASSIGNMENT DETAILS
Due: Assignment due in Week 10. A daily penalty of 5% will be applied to late assignments.
Length: 1000 words ( maximum)
INTRODUCTION
A common approach to identifying markets uses -demographic- characteristics of customers - such as age, sex, race, education, occupation, geographic location, income, marital status and family size. The popularity of demographics is due to the fact that such characteristics are easily measured, easily understood, and readily available in published form. Demographic characteristics are very useful for identifying market segments, planning appropriate marketing mixes and estimating market potential. This assignment will stress another major uses of demographic - to monitor changes and trends in the cultural and social environment to find new market opportunities.
PART A
Describe how the major industries of 1) Australian and New Zealander vacation travel, 2) cosmetic and 3) precooked food are affected by the effects of the demographic trends listed below (positive and/or negative effects):
A) Present baby boom generation's peak earning and saving years.
B) Present longer life span of senior citizens.
C) Present baby bust entering the work force.
D) Present smaller family unit and more -single adult- households.
PART B
Name some other important demographic trends. How might these trends affect the three industries in the assignment?
NOTE:
The assignment is due on the day of the Consumer Behaviour lecture in the week specified and to be handed to the course lecturer.
The assignment is to be accompanied by a cover sheet which must include your name, group number and assignment title.
It is envisaged that students will use resources outside the Institute’s library in researching the assignment.
Report sections:
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.
Marking criteria:
Executive summary 5 marks
Demography and usage of products by the demographic groups 50 marks
Trends in Demography 30
References and referencing 10 marks
Report formatting 5 marks
Total marks 100%