MKT 4229: CONSUMER BEHAVIOUR

COURSEWORK INSTRUCTION
JANUARY 2021

1. Individual assignment – 30%

Task:
i. Refer to 5 academic journals and analyse the consumer’s characteristic and their buying
behavior for the following age group:
a. Teenagers
b. Young working adults
c. Parents
d. Older group

ii. Based on the finding of your analysis, suggest 4Ps strategies to target these group of
customers. Justify and support your suggestions with PERCEPTION theories.

Report format:
1. Cover page
2. Table of content
3. Analysis of consumer behavior of each age group
4. 4Ps strategies with justification and support with Perception theories.
5. Conclusion / reflection.
6. References
7. Attachment: all the journals.

Requirement:
1. Max 2000 words, Times New Roman, 1.5 spacing, font size 12.
2. Safe Assign similarity rate – NOT more than 10%
3. Due date: 11th February (week 5), before 11.59pm to Blackboard.
4. Late submission – Not acceptable.
Rubric for Individual Assignment – 30%
Weightage Poor Average Excellent Remarks
0 - 3.3 3.4 – 6.6 6.7 - 10
Introduction 10% Limited amount of introduction Reasonable amount of Excellent amount of
of the content planning and introduction of the content introduction of the content
background of research planning and background of planning and background of
research research
Analysis of consumer 40% Limited amount of analysis of Reasonable amount of analysis of Excellent amount and in depth
behavior of each age consumer behavior of each age consumer behavior of each age analysis of consumer behavior
group group group of each age group
Product strategy 10% Limited amount of explanation Reasonable amount of Excellent amount of
and general idea. Lack of explanation and practical idea. explanation, practical and
support with consumer behavior Somehow able to support with creative idea. Well support with
theories consumer behavior theories consumer behavior theories
Pricing strategy 10% Limited amount of explanation Reasonable amount of Excellent amount of
and general idea or less explanation and practical idea. explanation, practical and
practical. Lack of support with Somehow able to support with creative idea. Well support with
consumer behavior theories consumer behavior theories consumer behavior theories
Place strategy 10% Limited amount of explanation Reasonable amount of Excellent amount of
and general idea or less explanation and practical idea. explanation, practical and
practical. Lack of support with Somehow able to support with creative idea. Well support with
consumer behavior theories consumer behavior theories consumer behavior theories
Promotion strategy 10% Limited amount of explanation Reasonable amount of Excellent amount of
and general idea or less explanation and practical idea. explanation, practical and
practical. Lack of support with Somehow able to support with creative idea. Well support with
consumer behavior theories consumer behavior theories consumer behavior theories
Conclusion / 5% There is no clear conclusion, the The conclusion is summarized but The conclusion is strong. It ties
reflection. paper just ends. does not tie up introduction and up/brings together the
content. introduction and content.
Excellent summary.
References & journals 5% Wrong referencing format and Less than 5 references and Between 5-10 references and
attached, formatting no journals attached, no citations journals and minor mistake of journal attached, included
and report format is messy. format. citations and own opinion in the
Citation can be seen in some of content and good formatting.
the content and proper formatting.
Total
2. Group assignment: 20%
Presentation: 10%

Task:
As market development team of LHS Ltd, your role is to expend your company’s new “Instant Noodles with
dried vegetable and meat” to international market.

Write a business proposal which include the following content:

i. Executive summary
ii. Targeted country – select any ONE country of your choice. Justify your selection. You may use
PEST analysis in your discussion.
iii. Target market
iv. Product – Instant noodles, branding & logo, packaging design, label, specific or main ingredient
and flavor of your noodles for the selected country.
v. Price – appropriate pricing strategy
vi. Promotion – printed advertisement, blog, tiktok /video advertisement, and any social media
promotion.
vii. Place – Distribution strategy such as delivery and selling platform.
viii. Conclusion

Your explanation and justification of the overall content must be tying the different personal determinants of
consumer behavior to the consumption process and decision. This includes perception, learning, motivation,
personality, attitudes and self-concept.

Requirement:
1. Max 3000 - 3500 words, Times New Roman, 1.5 spacing, font size 12.
2. Max 4 members in a group.
3. Safe Assign similarity rate – NOT more than 20%
4. Due date: 9th April (week 13), before 11.59pm to Blackboard.
5. Presentation: week 14-15
6. Late submission – Not acceptable.
Rubric for Group Assignment – 20%

Weightage Poor Average Excellent Remarks

% 0 - 3.3 3.4 – 6.6 6.7 - 10
Executive summary 10 Limited amount of details of Reasonable amount of details of Excellent amount of details of
considerations, discussions, and considerations, discussions, and considerations, discussions, and
possible actions in executive possible actions in executive possible actions in executive
summary summary summary
Targeted country, 20 Limited amount of analysis on Reasonable amount of analysis Excellent amount and in depth
market & PEST targeted country, market & on targeted country, market & analysis on targeted country,
analysis PEST analysis PEST analysis market & PEST analysis
Product strategy 15 Limited amount of explanation Reasonable amount of Excellent amount of
and general idea. Lack of explanation and practical idea. explanation, practical and
support with consumer behavior Somehow able to support with creative idea. Well support with
theories consumer behavior theories consumer behavior theories
Pricing strategy 15 Limited amount of explanation Reasonable amount of Excellent amount of
and general idea or less explanation and practical idea. explanation, practical and
practical. Lack of support with Somehow able to support with creative idea. Well support with
consumer behavior theories consumer behavior theories consumer behavior theories
Place strategy 15 Limited amount of explanation Reasonable amount of Excellent amount of
and general idea or less explanation and practical idea. explanation, practical and
practical. Lack of support with Somehow able to support with creative idea. Well support with
consumer behavior theories consumer behavior theories consumer behavior theories
Promotion strategy 15 Limited amount of explanation Reasonable amount of Excellent amount of
and general idea or less explanation and practical idea. explanation, practical and
practical. Lack of support with Somehow able to support with creative idea. Well support with
consumer behavior theories consumer behavior theories consumer behavior theories
Conclusion / 5 There is no clear conclusion, the The conclusion is summarized but The conclusion is strong. It ties
reflection. paper just ends. does not tie up introduction and up/brings together the
content. introduction and content.
Excellent summary.
Overall report 5 No or wrong referencing format Less than 5 references with minor Between 5-10 references,
structure no citations and report format is mistake of referencing format. included citations and own
messy. Citation can be seen in some of opinion in the content and good
the content and proper formatting. formatting.
Total 100
Presentation rubric (10%)

Category Scoring Criteria Total % Score

The type of presentation is appropriate for the topic and 5
audience.
Organization
Information is presented in a logical sequence. 5
(15%) Presentation appropriately cites requisite number of references. 5
Introduction is attention-getting, lays out the problem well, and 5
establishes a framework for the rest of the presentation.
Technical terms are well-defined in language appropriate for 5
the target audience.
Content Presentation contains accurate information. 10
Material included is relevant to the overall message/purpose. 10
(45%) Appropriate amount of material is prepared, and points made 10
reflect well their relative importance.
There is an obvious conclusion summarizing the presentation. 5
Speaker maintains good eye contact with the audience and is 5
appropriately animated (e.g., gestures, moving around, etc.).
Speaker uses a clear, audible voice. 5
Delivery is poised, controlled, and smooth. 5
Presentation Good language skills and pronunciation are used. 5
Visual aids are well prepared, informative, effective, and not 5
(40%) distracting.
Length of presentation is within the assigned time limits. 5
Information was well communicated. 10
Score Total % 100