Faculty of Business
School of Management and Marketing
Session 201590 Take-Home Test
MKT510 Consumer Behaviour
Bathurst Distance and Melbourne Study Group
LECTURERS: Robyne Young, Dr Deborah D’Cruz
Due Date: Friday 12 February 2015, 09:00AM (request for late submission will not be granted. You will need to request to take a supplementary exam if you cannot meet the due date of this take-home test)
Test Format: Discussion/short-essay questions (headings and subheadings are permitted)
Word Limit: 800-1000 words for each question. (Please note deductions will be made for answers that are under or over the word limit.)
File Format: Microsoft Word file
NUMBER OF QUESTIONS: Answer two out of the four questions provided.
VALUE: total of 30 marks (15 marks for each question)
INSTRUCTIONS TO CANDIDATES:
1. Read the marking criteria in the following page for more information. Keep these criteria in mind while answering the questions of your choice.
This is an open book test. Candidates have one week (5 – 12 February 2016) to submit. Candidates are advised to consult relevant reading materials and conduct further search for relevant articles to develop a robust theoretical discussion and application. A minimum of three journals is required. The main text for this subject, Ling, Peter, D'Alessandro, Steven and Winzar, Hume (2015) Consumer Behaviour in Action, Oxford University Press should form an information source but not be used as a major reference.
Select two (2) from a choice of four (4) discussion/short essay questions to answer.
2. Ensure that you clearly state your chosen questions.
3. Ensure your name and student number are clearly stated on the title page.
4. This information sheet needs not be attached to your test when you return it.
5. For the Bathurst Distance Cohort, return the take-home test via EASTS by the due date. Late submission will not be accepted.
6. For the Melbourne Study Group Cohort, submit the take-home test on turnitin.com by the due date. Late submission will not be accepted
BD & Melbourne Study Group
Marking Guidelines for Take-home Test
Assessment Criteria Value 30-49 Fail 50-64 Pass 65-74 Credit 75-84
Distinction 85-100 HD
Depth of understanding and analysis of relevant issues, theories and concepts 30
Integration of relevant literature to support the discussion (at least 3 relevant references for each question) 10
Demonstrated ability to provide relevant examples or to relate the theory or concepts to marketing strategies where relevant 20
Relevancy, accuracy and demonstrated logic and reasoning in your answers 30
Flow of idea and grammar 10
MARKED OUT OF /100
LESS Penalties (word excess) /100
TOTAL MARK AWARDED /30


MKT510 201490 Take-home Test
Task
The below discussion questions/short-essay questions are designed to allow individual students to demonstrate their theoretical understanding and practical application of important aspects of consumer decision making and behaviour. Each student is to select two of the four questions below and answer each of the selected questions in no less than 800 and no more than 1,000 words. The answer to each question should be referenced with a minimum of three relevant up-todate sources (journal articles). The main text for this subject, Ling, Peter, D'Alessandro, Steven and Winzar, Hume (2015) Consumer Behaviour in Action, Oxford University Press should form an information source but not be used as a major reference.
Questions: Select TWO of the following topics to answer.
Question 1
Can social class be generalised? Research what some authors have commented in regards to this statement and discuss if it is applicable to Australia. Cite two (2) examples where an organisation has either successfully utilised social class to target its consumers OR where they have used a general approach. (Note: It can be two (2) examples successfully using social class, two (2) examples using the general approach or one (1) of each).
Question 2
Research shows that changing the cognitive component in the tri component attitude model - cognitive, affective and conative - can change the attitude to a product or service. This approach is widely used in health campaigns and campaigns that seek to alter anti-social behaviours, for example, binge drinking.
The four strategies used to alter the cognitive component are:
(i) Changing beliefs
(ii) Changing the relative importance of those beliefs
(iii) Adding new beliefs
(iv) Changing beliefs about the attributes of the ideal brand
Using the example of an anti binge drinking campaign targeted at young women aged 18-25, discuss which of the four strategies would work best to change behaviour. Note you can discuss more than one strategy.
Question 3:
How important is culture in the decision-making process? Discuss what some of the authors have found to be important on this issue. Cite 2 examples from the marketing mix (2 out of the 7 Ps) what a specific business of your choice can do or has done when appealing to the everIncreasing multicultural consumer in Australia.
Question 4
Associative reference groups are playing a larger role in consumer decision making. Using the basic Decision Process Framework - Problem Recognition, Information Search and Evaluation, Purchasing Process and Post Purchase Behaviour - and your knowledge of associative reference groups, discuss which associative reference group would influence the decision to purchase products from the ALDI chain of supermarkets. In your answer explore the company’s advertising strategies in terms of encouraging consumers to switch from the major two supermarket chains, Woolworths and Coles.
END OF TAKE HOME TEST