MBA404_T2_2018_Assessment_02_v03_Consumer_Behaviour_and_Marketing_Psychology.docx Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and...

1 answer below »
My chosen product is 'Nivea face wash'.


You need to do survey based on my product Nivea face wash and analyse the results received from different people on this product.


why I chose Nivea face wash over other product as my personal NEED is to reduce dark spots and oil on face, WANT is Nivea because satisfied with it based on my RESEARCH on Garnier face wash, Himalaya face wash, LoReal face wash.


MBA404_T2_2018_Assessment_02_v03_Consumer_Behaviour_and_Marketing_Psychology.docx 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 Information 2 Subject Code: MBA404 Subject Name: Consumer Behaviour and Marketing Psychology Assessment Title: Length: Survey Sample and Analysis 10 Question Survey and Six-Page Analysis Weighting: 35% Total Marks: Submission: 100 Online via Turnitin Due Date: Week 10 . Assessment Description . In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, group and individual differences, culture, family and lifestyle that influence consumer behaviour and consequently consumers’ purchasing decisions. Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey – a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the chosen FMCG product that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6- page summary, analysis and discussion of the key findings from your data collection. This discussion must be aligned to YOUR chosen product and consumer behaviour literature should be integrated into this discussion to support analysis. Please note that it is essential to seek “real” and valid participants who legitimately purchased the chosen FMCG product. You will need to use theories and concepts related to consumer behaviour discussed in weeks 5 to 8. More specifically, 1. Set a goal 2. Design a questionnaire based on the following aspects: Perception Attitudes Motivation Group and individual differences Culture Family and lifestyle 3. Select participants 4. Gather data 5. Analyse data 6. Write a 6-page summary analysis 7. Attach graphical evidence of the survey results as an appendix (not included in the 6 pages) 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. For those students who have limited experience in using Survey Monkey as a survey and data collection tool, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support. Survey Monkey: How to Get Started https://www.youtube.com/watch?v=yoDTZuDk5pU&list=PLiTGWc0Er5wfwZeH8ek9- LUvqImcCAy3x&index=16 Survey Design Tutorial Part 1: Choosing a Survey Goal https://www.youtube.com/watch?v=cmc9wJue8Qg Survey Design Tutorial Part 2: Writing a Question List https://www.youtube.com/watch?v=-hCLVS22XIo Survey Design Tutorial Part 3: Best Way to Write a Multiple Choice Question https://www.youtube.com/watch?v=KfOW8rufEes Survey Design Tutorial Part 4: Yes/No Questions https://www.youtube.com/watch?v=TGr1VLvfGns Survey Design Tutorial Part 5: How To Write Clear Answer Choices https://www.youtube.com/watch?v=a9nf65nZO8c Survey Design Tutorial Part 6: How To Use Ranges https://www.youtube.com/watch?v=phT9O9yN4x0 Survey Design Tutorial Part 7: Matrix Questions https://www.youtube.com/watch?v=6BCJOF9i8RI For more useful tips on how to use Survey Monkey please view YouTube channel via https://www.youtube.com/user/SurveyMonkey 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 Format Your analysis should follow a professional report structure. Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more) Purpose Development of survey instrument Administration processes Data Analysis Key Findings Appendices (Survey Monkey graphical representation of results) 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. 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). 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 KBS’s Assessment 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 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 Marking Rubric – Individual Survey Sample and Analysis 35% Criteria NN (Fail) 0 - 49 P (Pass) 50 - 64 CR (Credit) 65 - 74 DN (Distinction) 75 - 84 HD (High Distinction) 85 - 100 Questionnaire Design and Theory Application You have demonstrated little or no theoretical application relevant to consumer behaviour You have demonstrated basic theoretical application relevant to consumer behaviour You have demonstrated sufficient theoretical application relevant to consumer behaviour You have thoroughly applied relevant theories to consumer behaviour You have expertly applied and integrated all of the theories relevant to consumer behaviour Sample Survey Analysis Your analysis lacks depth, and your interpretation is not relevant You briefly analyse some of the sample survey information and your interpretation is not always relevant You sufficiently analyse most of the sample survey information gathered from the questionnaire and your interpretation is well structured You thoroughly analyse and interpret the survey information articulately You critically analyse and interpret the survey information articulately and convincingly 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 Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis Ideas/themes have not been developed The format chosen for your analysis lacks thought and consideration for the intended audience Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis Ideas/themes have been developed, but your composition lacks connections and integration. The format chosen for your analysis is appropriate, but
Answered Same DaySep 15, 2020MBA404

Answer To: MBA404_T2_2018_Assessment_02_v03_Consumer_Behaviour_and_Marketing_Psychology.docx Assessment...

Tp Academic answered on Sep 18 2020
137 Votes
1
CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
1. Goal    2
2. Questionnaire    2
3. Selection of the participants    4
4. Data gathering    4
5. Data analysis    5
6. Summary analysis    13
References    18
Appendices    19
1. Goal
The main goal is to survey the consumers and assess their purchasing behaviour. The stu
dy will help to critically analyse the behaviour of the consumers towards purchasing and factors influencing the purchasing decisions of the customers. The factors might include: perception, motivation, attitudes, cultural background, differences between individuals and group members, familiarity with the product and relevance of the product with the lifestyle of the consumers. To analyse the “Consumer Behaviour and Marketing Strategy”, the survey has been conducted where there are 10 survey questions and 15 respondents.
2. Questionnaire
(Refer to https://www.surveymonkey.com/results/SM-KYVVVBBBL/)
3. Selection of the participants
From the documented records, 15 persons were chosen. These 15 persons bought the FMCG products and are able to share their opinion about the quality of the product. Apart from the product quality, the participants needed to answer several other questions related to their attitude, behaviour and mental set up towards purchasing.
4. Data gathering
For data gathering process, here primary data analysis has been chosen. Among primary data analysis, there are two different approaches: Qualitative Data Analysis and Quantitative Data Analysis (Kratochwill et al. 2013). Qualitative data analysis relies on the quality of the responses and thus it is done by interviewing selected individuals. It is possible to focus on the quality of the responses by interviewing a selected number of persons (Peters et al. 2013). However, in this study it is necessary to focus on the quantity rather than the quality. Therefore, quantitative survey technique has been chosen and 15 individuals were randomly selected to share their view on the FMCG product. 10 survey questions were distributed among the 15 individuals and they were allowed to respond individually.
5. Data analysis
(Refer to https://www.surveymonkey.com/results/SM-KYVVVBBBL/)
6. Summary analysis
From the analysis of question 1 that is about the promotion of the FMCG product it can be seen that among 15 respondents, 7 are against the promotion of the product, 4 are neutral and 4 are in favour of the product. Therefore, the net result is that the maximum number of respondents is against the promotion of FMCG product. In terms of percentage, 47% are detractors, 27% are passive or neutral, 27% are in favour of the promotion and thus the net result is against the promotion of FMCG product. In accordance to Promotion Mix theory, there are 4 different components of promotion of any product (Jalil et al. 2015). Promotion of any product can be done through advertising, public relation, sales promotion and personal selling. All these components have their advantages and disadvantages. Advertising might help in getting a huge number of consumers in a cost effective way. Most of the individuals are connected with television, radio and many other medium, through which advertising can be done effectively. On the other hand,...
SOLUTION.PDF

Answer To This Question Is Available To Download

Related Questions & Answers

More Questions »

Submit New Assignment

Copy and Paste Your Assignment Here