BUSS505 CB ASSESSMENT COVER SHEET Consumer and Organisational Behaviour To use this document, delete the rubric and red text, please leave the questions and insert your answer beneath each one

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BUSS505 CB ASSESSMENT COVER SHEET
Consumer and Organisational Behaviour

To use this document, delete the rubric and red text, please leave the questions and insert your answer beneath each one. Word limit for your answers is 2000 words, excluding references.

 

1.            Perception

 

(a)          Give three examples (using three different senses) that illustrate how Zara can utilise sensory marketing (relating to taste, smell, sight, touch, and/or hearing) to enhance the in-store retail experience of customers in Mook Tea stores (6 marks)

 

Answer: Three clear examples illustrating how Zara can use sensory marketing to enhance the in-store retail experience of customers in Mook Tea stores are provided. Each example relates to a different sense. (6 marks)

 

 

(b)          Using the concept of selective perception, explain the importance of pre-existing beliefs in consumers holding biased opinions about AT (Auckland Transport) and public transport in general. Think about how bias influences consumers’ transport decisions to drive, cycle, or use public transport. Use one example of bias regarding AT and one example of bias regarding public transport to support your answer. (4 marks) 

 

Answer: Selective perception is correctly described. The way that consumers’ pre-existing beliefs towards AT and public transport influence their transport decisions is correctly outlined. One clear example of bias toward AT and one clear example of bias toward public transportation are provided to support the answer. (4 marks)

 

For an A+: Have you also used a peer reviewed source in your answer? This must be correctly cited both in text and included in your reference list at the end of the document (using APA 7th).

 

 

2.            Learning

 

Explain how an immersive retail experience could lead to increased brand recall (remembering) and increased overall sales for Mook Tea. Relate your answer to the way that associative networks facilitate cognitive learning. Provide an academic article that relates to your answer and cite it in text using APA 7th. (5 marks)

 

Answer: The way that an immersive retail experience relates to associative networks and facilitates brand recall and overall sales is correctly explained. Relevant examples related to Mook Tea are provided. One academic source is used and correctly referenced using APA 7th.  (5 marks)

 

 

 

 

 

 

3.            Statistical analysis/Attitudes

 

(a)          i. Calculate the mean and the median scores relating to attitudes towards the advertisement for Uber Eats. What do these measures suggest about consumers’ responses towards this advertisement?

ii. Create a histogram of the data. Explain why Sefina would have come to an incorrect                   conclusion about responses to the advert if she relied on mean and/or median alone to                   draw conclusions about consumer attitudes. (6 marks) 

 

Answer: i. Mean and median are correctly calculated and interpreted. 

ii. A histogram is correctly provided. The reason why Sefina would have come to an incorrect conclusion about responses to the advert by using these measures alone is clearly explained. (6 marks)

 

 

(b)          Using the elaboration likelihood model (ELM), identify which type of advertising Uber Eats should use in the future and why (4 marks).

 

Answer: Elaboration Likelihood Model (ELM) is briefly and correctly described, and both types of elaboration are analysed correctly. The type of advertising campaign Uber Eats should use in the future is correctly identified with a clear explanation why. (4 marks)

 

For an A+: Have you also used a peer reviewed source in your answer? This must be correctly cited both in text and included in your reference list at the end of the document (using APA 7th).

 

 

4.            Decision-making

 

Explain how Oppo’s marketing strategy can capitalise on the decision-making steps of young consumers to increase sales in New Zealand. Provide an example illustrating how Oppo can influence consumers at each step of the decision-making process (10 marks).

 

Answer: Each of the five steps in the decision-making process of a mobile phone purchase is explained and related to Oppo. Clear examples illustrating how Oppo can influence young consumers at each step of the decision-making are provided. (10 marks)

 

 

5.            Social influences

 

Give Emma two marketing strategy recommendations regarding ways she could use social influence to encourage people to use public transport. Support your answer using at least two academic sources and cite them using APA 7th (5 marks).

 

Answer: Two marketing strategy recommendations about how Emma could use social influence to encourage people to use public transport are provided. Two academic sources are used and correctly referenced using APA 7th. (5 marks) 

References

Ensure all your references are in APA 7th format and listed alphabetically (e.g., below)

Morrison, R. L. (2009). Are women tending and befriending in the workplace? Gender differences in the relationship between workplace friendships and organisational outcomes. Sex Roles, 60(1), 1-13. https:// doi.org/10.1007/s11199-008-9513-4

Morrison, R. L., & Macky, K. (2017). The demands and resources arising from shared workspaces. Applied Ergonomics, 60(April), 103-115. https://doi.org/10.1016/j.apergo.2016.11.007

Owler, K., & Morrison, R. L. (2020). “I always have fun at work”: How ‘remarkable workers’ employ agency and control in order to enjoy themselves. Journal of Management & Organization, 26(2), 135-151. https://doi.org/10.1017/jmo.2019.90