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 6page 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.
Set a goal
Design a questionnaire based on the following aspects:
Group and individual differences
Family and lifestyle
Write a 6-page summary analysis
Attach graphical evidence of the survey results as an appendix (not included in the 6 pages)
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
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
Your analysis should follow a professional report structure.
Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more)
Development of survey instrument
Appendices (Survey Monkey graphical representation of results)
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
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).
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-andMed-Cert_final.pdf
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
You have expertly applied and integrated all of the theories relevant to consumer behaviour
Your analysis lacks depth, and your interpretation is not
You briefly analyse some of the sample survey
information and your
interpretation is not always
You sufficiently analyse most of the sample survey information
gathered from the questionnaire
and your interpretation is well
You thoroughly analyse and interpret the survey information
You critically analyse and interpret the survey information articulately
Your research lacks focus because of an unsuitable choice of sources
You have selected basic primary and/or secondary
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
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 major improvements would
enhance its presentation
Grammar and spelling are very good but with occasional errors
Ideas/themes have been developed, but connections are not always obvious.
The format chosen for your analysis is appropriate but some
improvements would enhance its presentation
Errors in grammar and spelling are rare
There is a logical connection between your statements, adding to the readability and credibility of your analysis
Your analysis is professionally presented and has been
submitted in the appropriate format
Correct grammar and spelling throughout the analysis with no obvious errors
There is an obvious and logical connection between your
statements, enhancing the structure,
synthesis, credibility, and readability of your analysis
Your analysis is professionally presented and exceeds
expectations in what is evidently
suitable for a high-grade commercial environment
Feedback will be released via Turnitin
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Consumer Behaviour and Marketing Psychology
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