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FACULTY OF BUSINESS MANAGEMENT

BBGP4103
CONSUMER BEHAVIOUR

ASSIGNMENT
MAY 2015 Trimester

Date Assigned:

12 May 2015

Due Date:

4 July 2015

Lecturer:

Nizmeen Latheef

Weighting:

40%

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ANSWER GUIDE
1.

This assignment consists of ONE (1) question.

2. This is an individual assignment.
3. The assignment will be evaluated based on accurate
explanations which fulfilled the requirements of the
questions and supported by credible points.
4. The assignment should be 8-10 pages long excluding
references and appendix (if any).
5. You are required to undertake some degree of
research

through

scholarly

articles

and

other

materials such as newspaper articles available to

support your analysis and evaluation.
6. References in APA style must be included and taken
from reliable sources such as books and journals.
Refer
http://www.emich.edu/halle/style_guides.htmlto

to:
view

the details and samples of APA style.

7. Plagiarism, copying and cheating will NOT be
awarded any mark, and disciplinary actions will be
taken instead.
8. The cover of the assignment should include details as
in Appendix 1.
9. Completed assignment must be placed on the
Assignment Drop Box (FBM box) located in
reception before 6:00pm of Saturday, 4 July
2015 and upload a softcopy to Student Portal
(Moodle) by 11:59pm of the due date.
10.
This assignment contributes 40%of the total
marks for the course.
11.
If Extensions on Assessment is granted, the
approved assignment extension form (Appendix 2)
should be submitted along with the Assessment.

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COURSE CODE AND NAME: BBGP4103 CONSUMER BEHAVIOUR

SME: NIZMEEN LATHEEF
REVIEWER:

ASSIGNMENT QUESTION

PURPOSE
The purpose of this assignment is to direct students to understand the psychology

of consumer, by doing a study and analysis of factors influencing consumer behaviour.

REQUIREMENT
Select a minimum sample size of 50 working class consumers and understand
the factors influencing consumer behaviour that effects the buying decision
making process. Additionally analyse the differences in their behaviour with
focus on the personal factor of the consumers concluding where differences and
similarities lie.
_________________________________________________________________________
[40 MARKS]

ATTACHMENT
ASSIGNMENT RUBRICS
BBGP4103/CONSUMER BEHAVIOUR / MAY 2015

Criteria
Introduction

Factors influencing
consumer behaviour

Explanation and
analysis of the
elements of Personal
factor

Weig
ht
1.25

Conclusion

Low

Fair

Above average

Excellent

No introduction of
the aim of the study
and selected
samples

Poor introduction of
the aim of the study
and selected
samples

Incomplete
introduction of the
aim of the study and
selected samples

Almost
introduction of the
aim of the study
and selected
samples

No study and
analysis was made

Poor study and

analysis was made
on factors
influencing
consumer behaviour

Fair study and

analysis was made
on factors
influencing
consumer behaviour

Satisfactory level
of study and
analysis was made
on factors
influencing
consumer
behaviour

No Explanation and
analysis of the
elements of
Personal factor

Very poor
Explanation and
analysis of the
elements of
Personal factor

Fair Explanation and

analysis of the
elements of
Personal factor

Satisfactory level
Explanation and
analysis of the
elements of
Personal factor

No conclusion

Very vague
conclusion on the
areas covered under
the study
Slides are not
informative and poor
deliverance of idea.
Not well groomed

Rather clear
conclusion on the
areas covered under
the study
Missed some
aspects of idea but
vague deliverance
of idea. Well
groomed.

Clear conclusion
on the areas
covered under the
study
Includes all details
of idea, wellgroomed and
delivered idea
well.

Very
comprehensive
and detailed
introduction of the
aim of the study
and selected
samples
Very
comprehensive
and detailed study
and analysis was
made on factors
influencing
consumer
behaviour
Detailed and
comprehensive
Explanation and
analysis of the
elements of
Personal factor
Very clear
conclusion on the
areas covered
under the study
Visually
informative slides,
well-groomed;
good deliverance
and good of
planning for
presentation.

1.25

Presentation

No presentation
1.5

Total points

10

Max
Mar
ks
5

12

12

40