Consumer Behaviour and Marketing Psychology

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Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any
further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School
Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment 1 Information

Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title Consumer Decision-Making Process
Assessment Type:
Length:		 Individual online task and written analysis
An online task, i.e., validation: 100 words (no more)
Written Analysis: 1500 words (+/-10% allowable range)
Weighting: 30%
Total Marks:
Submission:		 100
Online
Due Date: Week 3 & 6

.
Your task
Individually, you are required to submit a 100-word validation step and prepare a 1500-word written
analysis, in which you must critically analyse your recent purchase of a product or service based on
the 5-step Consumer Decision-Making Process. Please note that you will need to use the same
product or service in this subject’s second and third assessments, as all assessments are
interconnected.
Assessment Description.
In this individual assessment, students will be given an opportunity to demonstrate their
understanding and ability to explain consumer behaviour determinants by analysing the role of
perception, attitude, and motivation in consumer behaviour.
Assessment Instructions
To help you start all three assessments in this subject on the right track, over the first three weeks of
the trimester, your workshop facilitator will engage you and the rest of the class in preliminary
discussions about the product or service you would like to choose. Please pay specific attention to
your workshop facilitator’s instructions regarding products/services that are not permissible.
By the end of week 3, you must submit a validation step via MyKBS under the ‘assessments tab’ >
‘Product/Service Validation’ icon. In preparing this step, you must explain which product or service
you will focus on in all three assessments, when and where you bought this product or service, and
what ‘need’ and ‘want’ your chosen product or service fulfilled. You will also be required to take a
selfie of yourself and your selected product or a selfie of you experiencing the chosen service and
upload it in the validation step.
The validation step is worth 5% of your grade in this subject, with 0% awarded for a rejected choice,
2.5% awarded for a partially approved choice, and 5% for an approved choice in full. Please note
that you will not be able to submit any other assessment in this subject until your workshop facilitator
has approved your choice, so be wise and don’t be late.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any
further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School
Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Once your workshop facilitator has validated your product or service choice, you must prepare a
1500-word written analysis by giving the reader an in-depth analysis of how you have moved through
each consumer decision-making step.
In preparing your written analysis, you will also need to identify any possible issues that may have
occurred during this process. Please use the ‘Workshop 2 Student Handout’ as a starting point for
your analysis.
More specifically, you must:
1. Analyse the need and want(s) that led you to research products or services that would
address the state of your imbalance.
2. Examine the internal and external sources of information by including screenshots of external
sources of information to support your analysis and an indication of all potential alternatives
at the end of this section.
3. Evaluate alternatives and narrow down the chosen product or service attributes that fulfil your
need and want. You must provide a detailed awareness set diagram to present your findings.
4. Examine available purchase methods to determine how these methods may or could have
impacted your decision-making process.
5. Evaluate your post-purchase behaviour by identifying the chosen product or service features
that reduce your cognitive dissonance. Please note that in this step, customer satisfaction
should not be considered.
The findings presented in the written analysis must be based on primary research and should be
reinforced by examining relevant secondary data. You must also incorporate theories and concepts
of consumer behaviour discussed in weeks 2 to 4.
You must use at least five (5) sources of information and reference these in accordance with
the Kaplan Harvard Referencing Style. These may include websites, social media sites, industry
reports, census data, journal articles, and newspaper articles. These references should be
presented as in-text citations and a reference list at the end of your written analysis (not included in
the word limit). Wikipedia and other ‘popular’ sites are not to be used.
The written analysis is worth 25% of your final grade for this assessment and will serve as the basis
for this subject’s second and third assessments.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any
further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School
Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Submission
The validation step must be submitted on time (before the end of week 3) via MyKBS, under the
‘assessments tab’ > ‘Product/Service Validation’ icon. Please review the information provided under this
subject’s ‘assessments’ tab to check the submission’s specific due date and time.
The written analysis document must be submitted on time (at the start of week 6) via MyKBS, under the
‘assessments tab’> ‘Written Analysis’ Turnitin icon. The submitted file must be saved as a ‘Word’ file to
avoid any technical issues that may occur from an incorrect file format upload. Uploaded files with a
virus will not be considered a legitimate submission. MyKBS will notify you if there is an issue with the
submitted file. In this case, you must contact your workshop facilitator via email and provide a brief
description of the problem and a screenshot of the MyKBS error message.
You are also encouraged to submit your work well before the deadline to avoid any possible delay
involving the Turnitin similarity report or other technical difficulties. Please review the information
provided under this subject’s ‘assessments’ tab to check the submission’s specific due date and time.
Late assignment submission penalties
No late submission is allowed for the validation step in this subject. Please discuss this matter with your
workshop facilitator in advance if you require an extension. Alternatively, you can review KBS’s
Assessment Policy to understand more about Special Consideration requests.
Penalties will be imposed on late written analysis submissions in accordance with Table 1 unless
approval in advance has been granted.

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 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) unless special consideration,
reasonable adjustment or an alternative factor related to
compassionate circumstances is approved and applied.

*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to
be one day late and therefore subject to the associated penalty.
For more information, please read the full policy by visiting the following site:
https://www.kbs.edu.au/admissions/forms-and-policies.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any
further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School
Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating,
plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
• What is academic integrity and misconduct?
• What are the penalties for academic misconduct?
• What are the late penalties?
• How can I appeal my grade?
The answers to these questions can be accessed at https://www.kbs.edu.au/about-us/school-policies.
Length Limits for Assessments
Penalties may be applied for assessment submissions that exceed prescribed limits.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the
resources on the MyKBS Academic Success Centre page. Further details can be accessed at
https://elearning.kbs.edu.au/course/view.php?id=1481
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
MBA404 Assessment 1 Marking Rubric – Consumer Decision-Making Process 25%

Marking
Criteria (__/100)		 F (Fail) P (Pass)
50 – 64%		 C (Credit)
65 – 74%		 D (Distinction)
75 – 84%		 HD (High Distinction)
85 -100%
0 – 34% 35 – 49%
The consumer decision-making process Step 1
__/25 marks		 You explained the need or
want(s) that led you to
research products or services
that would address the state of
imbalance by demonstrating
a limited understanding of the
content covered in weeks 2
and 3.		 You analysed the need and
want(s) that led you to
research products or
services that would address
the state of imbalance by
demonstrating an emerging
understanding of the content
covered in weeks 2 and 3.		 You critically analysed the
need and want(s) that led
you to research products or
services that would address
the state of imbalance by
demonstrating an adequate
understanding of the content
covered in weeks 2 and 3.		 You critically analysed the
need and want(s) that led you
to research products or
services that would address
the state of imbalance by
demonstrating a sufficient
understanding of the content
covered in weeks 2 and 3.		 You critically analysed the
need and want(s) that led you
to research products or
services that would address
the state of imbalance by
demonstrating a proficient
understanding of the content
covered in weeks 2 and 3.		 You critically analysed the
need and want(s) that led you
to research products or
services that would address
the state of imbalance by
demonstrating an expert
understanding of the content
covered in weeks 2 and 3.
Step 2
__/25 marks		 You described some of the
internal and/or external
sources of information you
used to determine preferred
alternatives by using
unsuitable or fictitious sources
and demonstrating a limited
understanding of the content
covered in weeks 2 and 4.		 You explained some of the
internal and/or external
sources of information you
used to determine preferred
alternatives by
demonstrating limited
research and an emerging
understanding of the content
covered in weeks 2 and 4.		 You examined some of the
internal and external
sources of information you
used to determine preferred
alternatives by
demonstrating a basic level
of research and an adequate
understanding of the content
covered in weeks 2 and 4.		 You examined some of the
internal and external sources
of information you used to
determine preferred
alternatives by demonstrating
a substantial level of research
and a sufficient understanding
of the content covered in
weeks 2 and 4.		 You examined most of the
internal and external sources
of information you used to
determine preferred
alternatives by demonstrating
a substantial level of research
and a proficient understanding
of the content covered in
weeks 2 and 4.		 You examined all internal and
external sources of information
to determine preferred
alternatives by demonstrating
an extensive level of research
and an expert understanding of
the content covered in weeks 2
and 4.
Step 3
__/20 marks		 You explained some of the
alternatives by demonstrating
a limited ability to narrow down
the chosen product or service
attributes that fulfil your need
and want.		 You analysed some of the
alternatives by
demonstrating a developing
ability to narrow down the
chosen product or service
attributes that fulfil your
need and want.		 You evaluated some of the
alternatives by
demonstrating an adequate
ability to narrow down the
chosen product or service
attributes that fulfil your
need and want.		 You evaluated some of the
alternatives by demonstrating
a sufficient ability to narrow
down the chosen product or
service attributes that fulfil
your need and want.		 You evaluated most of the
alternatives by demonstrating
a proficient ability to narrow
down the chosen product or
service attributes that fulfil
your need and want.		 You evaluated all alternatives
by demonstrating an expert
ability to narrow down the
chosen product or service
attributes that fulfil your need
and want.
Step 4
__/10 marks		 You described some of the
available purchase methods
by using unsuitable or fictitious
sources and demonstrating a
limited understanding of the
content covered in week 2.		 You explained some of the
available purchase methods
by demonstrating limited
research and an emerging
understanding of the content
covered in week 2.		 You examined some of the
available purchase methods
by demonstrating a basic
level of research and an
adequate understanding of
the content covered in week
2.		 You examined some of the
available purchase methods
by demonstrating a substantial
level of research and a
sufficient understanding of the
content covered in week 2.		 You examined most of the
available purchase methods
by demonstrating a substantial
level of research and a
proficient understanding of the
content covered in week 2.		 You examined all available
purchase methods by
demonstrating an extensive
level of research and an expert
understanding of the content
covered in week 2.
Step 5
__/15 marks		 You explained your post
purchase behaviour by
identifying some of the chosen
product or service features
that reduce your cognitive
dissonance, demonstrating a
limited understanding of the
content covered in week 2.		 You analysed your post
purchase behaviour by
identifying some of the
chosen product or service
features that reduce your
cognitive dissonance,
demonstrating an emerging
understanding of the content
covered in week 2.		 You evaluated your post
purchase behaviour by
identifying some of the
chosen product or service
features that reduced your
cognitive dissonance,
demonstrating an adequate
understanding of the content
covered in week 2.		 You evaluated your post
purchase behaviour by
identifying some of the chosen
product or service features
that reduced your cognitive
dissonance, demonstrating a
sufficient understanding of the
content covered in week 2.		 You evaluated your post
purchase behaviour by
identifying most of the chosen
product or service features
that reduced your cognitive
dissonance, demonstrating a
proficient understanding of the
content covered in week 2.		 You evaluated your post
purchase behaviour by
identifying all of the chosen
product or service features that
reduced your cognitive
dissonance, demonstrating an
expert understanding of the
content covered in week 2.
In-text citations
and referencing
__/5 marks		 Neither in-text referencing nor
reference list adheres to
Kaplan Harvard Referencing
Style.		 In-text referencing or the
resultant reference list
adheres to Kaplan Harvard
Referencing Style, with
many errors.		 Both in-text referencing and
the resultant reference list
adhere to Kaplan Harvard
Referencing Style, with
many errors.		 Both in-text referencing and
the resultant reference list
adhere to Kaplan Harvard
Referencing Style, with some
errors.		 Both in-text referencing and
the resultant reference list
adhere to Kaplan Harvard
Referencing Style, with only
occasional minor errors.		 Both in-text referencing and
the resultant reference list
adhere strictly to Kaplan
Harvard Referencing Style,
with no errors.
Feedback and grades will be released via MyKBS.

 

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