MBA404 – Consumer Behaviour and Marketing Psychology

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MBA404 – Consumer Behaviour and Marketing Psychology

EXECUTIVE SUMMARY

Consumer decision making process is influenced by various factors ranging from personal,
social, cultural, and psychological. The customer loyalty of Supreme brand has reduced
drastically due to a number of factors such as marketing strategies. Despite that Supreme started
as a small brand, it has overtaken global brands such as Louis Vuitton because of the quality of
their brands and their marketing strategies. Supreme targets mainly the youths with their
streetwear and hence they must use marketing strategies which can attract the youths towards
buying their products. One of the challenges faced by the company and which has contributed to
reduced customer loyalty levels is inadequate convenience. Despite that Supreme has several
branches across the world, it offer their products through in- store and online platforms.
However, brand convenience in the market is low indicating that some customers do not get the
demanded products at the right time. Additionally, the use of social media marketing is a
challenge to the customer loyalty. This essay therefore, recommends that social media marketing
should be keen to ensure that negative information and posts are deleted and products are
conveniently provided to customers.

Category:

Description

Assessment Information 3
Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title:
Length:

Individual Report
2000 words (+/- 10% allowable range)

Weighting: 45%
Total Marks:
Submission:

100
Online via Turnitin

Assessment Description .
This assessment is a culmination piece, in which you will be given an opportunity to combine the
information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase
an understanding of marketing issues related to consumer behaviour such as attitudes, group
influences, culture, social class, consumer learning processes, and personal buying decision-making
processes. MBA404 – Consumer Behaviour and Marketing Psychology.
The Task: Based on the scenario below, you are required to write a 2000 word report. In this report you
must demonstrate an understanding and application of various consumer behaviour concepts and
theories by analysing the facts gathered from the video and the survey, and present strategic
recommendations. You will be required to incorporate recent peer reviewed literature in order to justify
your proposed recommendations. MBA404 – Consumer Behaviour and Marketing Psychology.
Scenario: Imagine that you have just been employed by the company you analysed in your earlier
assessments. You have recently learnt that the company’s customer loyalty has declined over the last
year and that repeat purchases are at a historic low. You have now been asked to prepare a report
outlining the issues you identified in your previous analyses, issues related to current marketing
communications, and to provide at least three strategic recommendations to the board of directors,
along with reasons for recommending further improvements, all of which must be based on scholarly
sources. MBA404 – Consumer Behaviour and Marketing Psychology.

Assessment Information

Assessment Format
The paper is to be presented in a professional report format and cannot exceed 2000 words. In all
of the responses, whilst your views are important and must be shared, you must cite consumer
behaviour theory to support your position. MBA404 – Consumer Behaviour and Marketing Psychology.
Your report MUST follow this professional structure:
Assignment Coversheet (Signed)
Table of Contents
Table of Figures (optional)
Executive Summary (1 page long, no more or less)
Selected Product or Service Overview (250 words)
Critical Analysis (1150 words) of issues identified in:
– Consumer Decision – Making Process
– Individual, Psychological, Cultural and Social Factors affecting consumer behaviour
– The most recent marketing communications of this product or service
– The current marketing strategy

Strategic Recommendations (600 words) that are logical and feasible.
Appendices (optional)
Reference List
NB: Title page, Table of Contents, Table of Figures, Executive Summary, Reference List &
Appendices do not count towards the word limit of your analysis
You must use a minimum of 15 references.
Please note that Wikipedia and other ‘popular’ or non-academic sources are not to be
used. MBA404 – Consumer Behaviour and Marketing Psychology.

Assessment Information

Assignment Submission
This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur
from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate
submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you
must contact your lecturer via email and provide a brief description of the issue and a screen shot
of the Turnitin error message.
You are also encouraged to submit your work well in advance of the deadline to avoid any
possible delay with the Turnitin similarity report or any other technical difficulties.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business
School “late assignment submission penalties” policy. MBA404 – Consumer Behaviour and Marketing Psychology.
Number of
days

Penalty

1* – 9 days 5% per day for each calendar day late deducted from the total

marks available

10 – 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after
the due date will not be accepted and the student will receive a
mark of zero for the assignment(s). MBA404 – Consumer Behaviour and Marketing Psychology.

Note Notwithstanding the above penalty rules, assignments will also be
given a mark of zero if they are submitted after assignments have
been returned to students

*Assignments submitted at any stage within the first 24 hours after deadline will be considered to
be one day late and therefore subject to the associated penalty
For more information please read the full policy via

https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-and-
Med-Cert_final.pdf

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MBA404 Assessment Marking Rubric – Individual Report 45%

Criteria NN (Fail)
0 – 49

P (Pass)
50 – 64

CR (Credit)
65 – 74

DN (Distinction)
75 – 84

HD (High Distinction)
85 – 100

Critical Analysis of
Identified Issues

Your analysis lacks depth,
and your interpretation is not
relevant

You briefly analyse some of
the issues and your
interpretation is not always
relevant

You sufficiently analyse most of
the issues and your
interpretation is well structured

You thoroughly analyse and
interpret the issues articulately

You critically analyse and interpret
the issues articulately and
convincingly

Theory
comprehension
and application

Your analysis identifies and
applies minimal or none of
the relevant MBA404 theories
and concepts. MBA404 – Consumer Behaviour and Marketing Psychology.

Your analysis identifies and
applies the basic MBA404
theories and concepts.

Your analysis identifies and
applies some of the MBA404
theories and concepts.

Your analysis identifies and
applies many of the relevant
MBA404 theories and concepts.

Your analysis clearly identifies and
applies all of the relevant MBA404
theories and concepts and does so
convincingly. MBA404 – Consumer Behaviour and Marketing Psychology.

Strategic
Recommendations

The quality of your
recommendations is poor
and/or incoherent.

You have drawn some useful
recommendations although a
more comprehensive analysis
of the scenario would have
been helpful.

You have drawn mostly useful
recommendations

You have drawn varied, well-
researched and compelling

recommendations

You have drawn dynamic,
comprehensive and convincing
recommendations

Research Your research lacks focus
because of an unsuitable
choice of sources

You have selected basic
primary and/or secondary
sources

Your research is focused,
drawn from a reasonable
selection of primary and
secondary sources

Your research is focused,
complemented by a quality
selection and range of primary
and secondary sources

Your research is extensive and
focused, complemented by a
quality selection and large range of
primary and secondary sources

Report Format o Spelling and/or grammar
is consistently incorrect,
impacting on the flow
and readability of your
analysis
o Ideas/themes have not
been developed
o The format chosen for
your analysis lacks
thought and
consideration for the
intended audience
o In-text referencing and/or
reference list is mostly
incorrect or non-existent

o Even though grammar
and spelling are an issue,
they do not detract very
much from the readability
of your analysis
o Ideas/themes have been
developed, but your
composition lacks
connections and
integration.
o The format chosen for
your analysis is
appropriate, but major
improvements would
enhance its presentation

o An earnest attempt at in-
text referencing is

obvious but there are
major errors

o Mostly correct grammar
and spelling are very good
but with occasional errors
o Ideas/themes have been
developed, but connections
are not always obvious.
o The format chosen for your
analysis is appropriate but
some improvements would
enhance its presentation
o Mostly correct in-text
referencing and reference
list with minor errors
throughout and the
occasional major error

o Errors in grammar and
spelling are rare
o There is a logical connection
between your statements,
adding to the readability and
credibility of your analysis
o Your analysis is
professionally presented and
has been submitted in the
appropriate format
o In-text referencing and the
resultant reference list are
correct, with only the
occasional minor error

o Correct grammar and spelling
throughout the analysis with
no obvious errors
o There is an obvious and
logical connection between
your statements, enhancing
the structure, synthesis,
credibility, and readability of
your analysis
o Your analysis is professionally
presented and exceeds
expectations in what is

evidently suitable for a high-
grade commercial

environment
o In-text referencing and the
resultant reference list are
correct, with no errors

Feedback will be released via Turnitin

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MBA404 – Consumer Behaviour and Marketing Psychology

EXECUTIVE SUMMARY

Consumer decision making process is influenced by various factors ranging from personal,
social, cultural, and psychological. The customer loyalty of Supreme brand has reduced
drastically due to a number of factors such as marketing strategies. Despite that Supreme started
as a small brand, it has overtaken global brands such as Louis Vuitton because of the quality of
their brands and their marketing strategies. Supreme targets mainly the youths with their
streetwear and hence they must use marketing strategies which can attract the youths towards
buying their products. One of the challenges faced by the company and which has contributed to
reduced customer loyalty levels is inadequate convenience. Despite that Supreme has several
branches across the world, it offer their products through in- store and online platforms.
However, brand convenience in the market is low indicating that some customers do not get the
demanded products at the right time. Additionally, the use of social media marketing is a
challenge to the customer loyalty. This essay therefore, recommends that social media marketing
should be keen to ensure that negative information and posts are deleted and products are
conveniently provided to customers….

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