The overall purpose of this assignment is to build your understanding of the consumer and how an understanding of consumers is a key input to the development of an effective (the right type) and efficient (minimal or no waste) marketing mix strategy

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Assessment Task 1 & 2: Turnitin

For both Task 1 and 2 you will be required to submit your reports via the Turnitin tab on Moodle. Turnitin is an electronic text matching system that compares text in a student assignment against a database of sources. The database contains copies of electronic text on the Internet, in published works, on commercial databases, and in assignments previously submitted to Turnitin by students in universities all over the world, including assignments obtained from internet sites that sell student papers.

Report FormattingGeneral Comments

Reports are to satisfy the following requirements.

•     Report format—business (not an essay)—see Report Writing notes on Moodle and resources below.

•     DO NOT write in the first or second person (I, we, our)—write in third person only.

•     Proof-read at least three times for spelling, grammatical and logic errors.

•     Australian English is required. You only use US English when you are quoting an American source.

•     Font—Any San Serif font, e.g. Arial.

•     Size—11.

•     Paragraphs—fully justified.

•     Paragraph spacing—one space before and after.

•     Line spacing—1½ lines.

•     DO NOT number the title page. Have the Executive Summary and the Table of Contents in a separate Word section and number them with lower case Roman numbers. Put the Introduction in another section and use the standard numbering—1, 2 and so on—making sure you start at 1.

•     All tables and diagrams must be suitably labelled—they do not form part of the word count—check APA 6e Manual for where you put the table/diagram titles.

•     APA reference style.

Assessment Task 1: Individual Consumer Analysis25%

Value:

25% of your final mark

Style:

Business report

Submission:

Submit via Moodle – Turnitin for report

Length:

2,500—3,000 words

Overview

The overall purpose of this assignment is to build your understanding of the consumer and how an understanding of consumers is a key input to the development of an effective (the right type) and efficient (minimal or no waste) marketing mix strategy (assessment 2).

**THIS ASSIGNMENT IS DRIVEN BY THE ANALYSIS OF THE DATA YOU COLLECT ON YOUR SHOPPING. YOU NEED TO RECORD EVERY ITEM SEPARATELY AS SHOWN IN THE SAMPLE MATRIX IN MOODLE. THE MORE YOU SHOP THE MORE DATA YOU HAVE TO ANALYSE. YOU EXPLAIN YOUR SHOPPING BEHAVIOUR BY MAKING REFERENCE TO APPROPRIATE MARKETING THEORIES AND CONCEPTS.

TO CONDUCT THE ANALYSIS YOU WILL NEED TO PLAY AROUND WITH THE DATA, E.G. SPENDING ON NATIONAL BRANDS V HOME BRANDS, PAYMENT BY CREDIT CARD V CASH, PERCENTAGE SPENT ON NECESSITIES (FOOD) V TREATS (A WEEKEND AWAY), ETC. THIS ANLYSIS IS CRITICAL TO PRODUCING A HIGHER QUALITY REPORT. IN THE BODY OF THE REPORT DO NOT WRITE, AS SOME STUDENTS HAVE, ON FRIDAY I BOUGHT A COFFEE FOR $6 AND A PIECE OF CAKE FOR $7.

DO NOT WRITE A THEORETICAL PAPER.

YOUR REPORT WILL HAVE A NUMBER OF TABLES AND CHARTSDO NOT JUST PUT THEM IN WITHOUT THEM HAVING A RELEVENT TITLE AND SOME REFERENCE MADE TO THEM.

Structure Assessment Task OneIndividual Consumer Analysis Report25%

Title page

•    Individual Assignment—Consumer Behaviour Insights

•    Your name (Individual Assignment). If you are an international student and also have an English name please write both names

•    Your student ID

Executive Summary (not part of word count)

•    Introductory sentence/short paragraph

•    Major findings—including key insights and justifications

Table of Contents

Introduction

•    Background to the task

•    Purpose of the report

•    Format of the report

Description of the consumer (MUST be completed BEFORE you record/analyse your shopping). It is best if you can place the consumer (you) in one of the Roy Morgan value segments

Analysis of overall purchase behaviour. Support your analysis by integrating marketing theories and concepts with an emphasis on buyer behaviour. Make sure you have a sufficient number of tables and charts in the body of the report

Nominated high involvement product—a clear description of the product, the consumer decision making process you went through and the factors that influenced the purchase of the nominated product

Compare and contrast the consumer behaviour for overall purchase behaviour (which will generally be low involvement grocery and other products) with the consumer behaviour for the high involvement (nominated) product

Provide overall key insights about this consumer (you as representative of a Roy Morgan value segment) and explain the relevance (not recommendations) to a marketing manager. E.g., in describing yourself as a consumer (before any shopping) you may have stated that you were not brand-oriented but your analysis showed that 90% of your purchases were international and national brands. Clearly, this is an important piece of information for the marketing manager when compiling a marketing strategy to attract your business (assignment 2)

Appendix (separate Excel file: see Moodle)—listing of ALL purchases for seven days with a relevant and structured categorisation of ALL purchases. See the example on Moodle for assistance (NB: as the matrix is likely to be large you must submit it separately from the reportuse the correct folder in Moodle)

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