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MBA404 Consumer Behaviour

MBA404 Consumer Behaviour

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 product or service that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6-page summary of the key findings.

Please note that it is essential to seek “real” and valid participants who legitimately purchased the product or service.

You will need to use theories and concepts related to consumer behaviour discussed in weeks 5 to 8.

More specifically:

  1. Set a goal
  1. Design a questionnaire based on the following aspects: Perception

Attitudes Motivation

Group and individual differences Culture

Family and lifestyle

    1. Select participants
    2. Gather data
    3. Analyse data
    4. Write a 6-page summary analysis
    5. 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.

Assessment Format

Your analysis should follow a professional report structure.

Assignment Coversheet (Signed)

Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more)



Development of survey instrument

Administration processes

Data Analysis


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 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

MBA404 Assessment Marking Rubric – Individual Survey Sample and Analysis 35%

Criteria NN (Fail) P (Pass) CR (Credit) DN (Distinction) HD (High Distinction)
0 – 49 50 – 64 65 – 74 75 – 84 85 – 100
Questionnaire You have demonstrated little or You have demonstrated You have demonstrated You have thoroughly applied You have expertly applied and
Design and
Theory no theoretical application basic theoretical application sufficient theoretical application relevant theories to consumer integrated all of the theories relevant
Application relevant to consumer behaviour relevant to consumer relevant to consumer behaviour behaviour to consumer behaviour
Sample Survey Your analysis lacks depth, and You briefly analyse some of You sufficiently analyse most of You thoroughly analyse and You critically analyse and interpret
your interpretation is not the sample survey the sample survey information interpret the survey information the survey information articulately
relevant information and your gathered from the questionnaire articulately and convincingly
interpretation is not always and your interpretation is well
relevant structured
Research Your research lacks focus You have selected basic Your research is focused, drawn Your research is focused, Your research is extensive and
because of an unsuitable primary and/or secondary from a reasonable selection of complemented by a quality focused, complemented by a quality
choice of sources sources primary and secondary sources selection and range of primary selection and large range of primary
and secondary sources and secondary sources
Report Format Spelling and/or grammar is Even though grammar and Grammar and spelling are very Errors in grammar and spelling Correct grammar and spelling
consistently incorrect, spelling are an issue, they good but with occasional errors are rare throughout the analysis with no
impacting on the flow and do not detract very much obvious errors
readability of your analysis from the readability of your
Ideas/themes have not been Ideas/themes have been Ideas/themes have been There is a logical connection There is an obvious and logical
developed developed, but your developed, but connections are between your statements, adding connection between your
composition lacks not always obvious. to the readability and credibility of statements, enhancing the structure,
connections and integration. your analysis synthesis, credibility, and readability
of your analysis
The format chosen for your The format chosen for your The format chosen for your Your analysis is professionally Your analysis is professionally
analysis lacks thought and analysis is appropriate, but presented and has been
analysis is appropriate but some presented and exceeds
consideration for the intended major improvements would submitted in the appropriate
improvements would enhance expectations in what is evidently
audience enhance its presentation format
its presentation suitable for a high-grade commercial

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