please follow strictly the guidelines on the assignment please follow strictly the guidelines on the paper and do what it is asked… BCO 15079 CONSUMER B

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BCO 15079 CONSUMER BEHAVIOR Task brief & rubrics: Midterm Assignment

Task Mid-Term assignment

The task is addressed to help the students to understand the “determinants for the consumer behavior” and the “decision-making process” and the “segmentation

of consumers”. For the task, students are expected to answer, critically and well sustained, to two open questions. Those questions will be the “anteroom” for

the final submission, since the two questions will explore and ask for the fundamentals for Consumer Behavior.

Submission will be uploaded in Turnitin (pdf format).

The questions are:

TOPIC: DETERMINANTS OF CONSUMER BEHAVIOR

1) When it comes to the “consumer behavior analysis” there are several layers to consider. Those layers are influenced by several determinants, that

comprehends “personal” and “interpersonal” determinants. Could you please define and explain me what those determinants mean?

TOPIC: THE DECISION-MAKING PROCESS

2) The “Consumer decision-making process” analysis has implications for the “Consumer Behavior” research. How can we use the information obtained

through the analysis of each one of the stages of the decision-making process to improve the knowledge about consumers?

Formalities:

• Wordcount: There is a non-stricter wordcount for the “mid-term”, but the recommendation is just one page to answer the two questions.

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 11 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvard’s citation style. Please, bear in mind that the usage of resources and evidence is

mandatory, particularly for the final submission.

Submission:

• MID-TERM: Week 6 – Via Moodle (Turnitin). 6th March, 23:59 (CET)

Weight:

• Mid-term is the 40% of your total grade for this subject.

The task assesses the following learning outcomes:

• Understand the processes that guide consumer perceptions, attitudes, learning & memory and choices and behavior.

• Evaluate the different perspectives that characterize the study of consumer behavior.

• Apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales, and retail strategies, for marketing or

consumer management.

• Recognize new trends early in the field of analytics and consumer experience.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge &
Understanding

(20%)

Student demonstrates
excellent understanding of
key concepts and uses
vocabulary in an entirely
appropriate manner.

Student demonstrates
good understanding of the
task and mentions some
relevant concepts and
demonstrates use of the
relevant vocabulary.

Student understands the
task and provides minimum
theory and/or some use of
vocabulary.

Student does not understand
the task, or he/she
understands the task and
attempts to answer the
question but does not
mention key concepts or uses
minimum amount of relevant
vocabulary.

Application (30%) Student applies fully
relevant knowledge from
the topics delivered in
class.

Student applies mostly
relevant knowledge from
the topics delivered in
class.

Student applies some
relevant knowledge from
the topics delivered in
class. Misunderstanding
may be evident.

Student applies little or non-
relevant knowledge from the
topics delivered in class.
Misunderstands are evident.

Critical Thinking
(40%)

Student critically assesses
in excellent ways, drawing
outstanding conclusions
from relevant authors.

Student critically assesses
in good ways, drawing
conclusions from relevant
authors and references.

Student provides some
insights but stays on the
surface of the topic.
References may not be
relevant.

Student makes little or non-
critical thinking insights, does
not quote appropriate
authors, and does not
provide valid sources.

Communication
(10%)

Student communicates
their ideas extremely clear
and concisely, respecting
word count, grammar and
spellcheck

Student communicates
their ideas clearly and
concisely, respecting word
count, grammar and
spellcheck

Student communicates
their ideas with some
clarity and concision. It
may be slightly over or
under the wordcount limit.
Some misspelling errors
may be evident.

Student communicates their
ideas in a somewhat unclear
and unconcise way. Does not
reach or does exceed
wordcount excessively and
misspelling errors are
evident.

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