1: Essay Value: 30% Due date: 03-Dec-2012 Return date: 24-Dec-2012 Length: 2,000 words Submission method options Hand delivery (option applies to Internal only) Alternative submission method
Task
Read the following case study and write a 2000-word essay to answer the three questions you will find at the end of the case study below.
CASE: Struggling to make the best buy
As her boyfriend’s birthday was fast approaching, Kate struggled to make a decision on what smart phone to buy him (John) as a gift. After spending time at various phone stores and researching various websites of smart phone manufacturers such as Nokia, HTC, Apple, and Samsung, to see which brand and model of smart phone was the best option, she found several smart phones that seem like possibilities.
After talking to John’s friend and the sale consultant, Kate narrowed her selection down to two different smart phone models. Option A was to buy an Iphone 5, which was recommended by her boyfriend’s best friend; a friend who knew John’s personality and character very well. Kate believed John’s friend would be a good source to ask for recommendations, as he would have a better knowledge over John’s interests and preferences. Option B was to buy a Samsung Galaxy SIII, which was recommended by the salesman, who claimed to be an expert in smart phones. She felt somewhat relieved hearing from an expert, as she did not know much about smart phones.
Given these two options, Kate struggled to make a decision whether to go with the suggestion offered by the friend or the suggestion offered by the expert. Kate had to make the decision today, and she was running out of time.
Questions:
1. Research and discuss in detail the situational influences that would affect the consumer decision to purchase a product/service (situational influences include physical and social surroundings and time related influences – see Chapter 2). Focus on two key influences and substantiate on these concepts. 2. Identify and briefly describe three particular situational influences affecting Kate’s purchase decision. 3. Discuss how a marketer might be able to utilise “situation” to market a specific brand or product type. Focus on three of the key marketing strategies including products, promotion, pricing, channels of distribution, and market segmentation.
Hints:
Make sure that you draw sufficiently on theoretical concepts of consumer behaviour in your discussion. When you are discussing particular concepts make sure that you define them first. Each student must not write more than 2000 words The paper must be referenced with relevant up-to-date sources.
Rationale
This essay assignment is designed to give students the opportunity to examine situational influences that affect consumer buying decisions and allows students to demonstrate their theoretical understanding and practical application of important aspects of consumer decision making and behaviour. Looking at decisions for specific products/services help students appreciate the complexity of the decision making process for consumers.
Marking criteria
Your assignment will be assessed on the following criteria:
Assessment Criteria Value 30-49
Un-satisfactory
50-64
Satisfactory
65-74
Very Good
75-84
Excellent
85-100
Outstanding
Discussion of relevant issues, theories and concepts for this case 20
Demonstrated understanding and integration of relevant literature within the chosen topic (at least 5 relevant references) 20
Demonstrated ability to relate “situation” concepts to marketing strategies for the chosen brand 25
Accuracy and demonstrated logic and reasoning evidenced in the essay 20
Presentation, grammar, appropriate APA referencing 15
MARKED OUT OF /100 TOTAL MARK OUT OF /30
Presentation
Your work should be presented in an essay format with an introduction, body (three paragraphs each of which addresses each individual question) and conclusion.
As this is an academic piece of work you must reference (cite) the sources you have used. This should be done within the essay and a reference list should be included at the end of your essay.
A guide to the APA style of referencing (the style now used by the Faculty of Business) is available at: http://www.csu.edu.au/division/studserv/learning/pdfs/apa2008.pdf Further details on how to reference and avoid unintentional plagiarism can be found at the Student Services website.
http://www.csu.edu.au/division/studserv/learning/referencing
