A comparative evaluation of the impact of culture on consumers’ behaviour

Assessment 1 – Individual essay

Word count: 1500 words + or -10%

Please select an industry as your context, and answer the following question:

1) A comparative evaluation of the impact of culture on consumers’ behaviour

Analyse and discuss how cultural factors affect consumers’ preferences and behaviour in your chosen industry. You will need to compare and contrast the cultural

differences between 2 countries (i.e. UK and a non-UK country)

Whichever question you choose, you will need to demonstrate an understanding of the factors that drive behaviour in your market for either the country cultures or the

subcultures that you have chosen.

You will need to make good use of relevant secondary and market data e.g. Mintel, Euromonitor’s Global Market Information Database and / or Keynote.

Please apply relevant consumer behaviour theory and provide examples to support your analysis and back-up your recommendations. You should accurately reference your

work using Harvard Referencing Guidelines:

MARKING GRID – FOR CONSUMER BEHAVIOUR
Organisation and coherence    15    0-6    7-10    11-15
•    The study must be clearly structured and presented.
•    The work must explicitly identify the relevant arguments and areas to be addressed,
•    These areas, once identified must be followed up logically in the main body of the study.
•    There must be a firm conclusion of the areas discussed.
•    Poor organisation and structure.
•    Limited discussion.
•    The flow of argument does not build logically
•    Inconclusive    •    Fair to good attention paid to the structure and organisation/ coherence.
•    Evidence of discussion.
•    Clear logical flow of argument
•    Conclusions mostly coherent     •    Very good  structure, and presentation
•    Coherently expressed.
•    Clear argument. Widely discussed
•    Well reasoned conclusion.
CONTENT    30    0-12    13-20    21-30
•    The contents must clearly relate to the area of study, and the learning outcomes being tested, and ideally demonstrate some originality and creativity.
•    Knowledge and understanding should be applied to practice.        •    Limited relevance to the area of study and practice.
•    Does not meet the theoretical learning outcomes.    •    Addressed the aims of the areas of study with some originality and / or creativity.
•    Applied to practice.
•    Meets most of the theoretical learning outcomes     •    Clearly relevant.
•    Original and creative.
•    Application and integration of knowledge to practice.
•    Fully meets all the theoretical learning outcomes.

CLARITY OF EXPRESSION    10    0-4    5-6    7-10
•    Areas must be clearly expressed, articulate and fluent
•    Accurate spelling and grammar.        •    Vague, over simplistic, does not get to the point.
•    Poor spelling and grammar.    •    Meaning clear.
•    Spelling and/or grammar mostly accurate – minor slips.    •    Articulate and fluent.
•    Excellent spelling and grammar.
LEVEL OF ANALYSIS / SYNTHESIS    20    0-8    9-13    14-20
•    There should be a clear and detailed analysis of key issues
•    Analysis should be supported by relevant concepts , data and examples
•    Discussion and recommendations should be well integrated and evaluated, as appropriate.        •    Wholly or mainly descriptive.
•    Insufficient  analysis and or justification
•    Few recommendations    •    Shows some analytical thinking
•    Fair to good justification and evaluation.
•    Some fair to good recommendations    •    Comprehensive well-integrated study clear evidence of thorough analysis
•    Recommendations and evaluation all relevant to area of study.
USE OF LITERATURE SHOWING KNOWLEDGE AND UNDERSTANDING    15    0-6    7-10    11-15
•    The study must demonstrate appropriate use of academic literature/research, which is relevant to the study.        •    Limited use of academic

literature/research evidence.    •    Moderate to good range with depth and complexity appropriate to area of study.    •    Extensive range, depth and complexity,

which is appropriate to the area of study.

QUALITY OF REFERENCING    10    0-4    5-6    7-10
•    All key sources must be cited, and a consistent and accurate use of Harvard referencing system must be maintained.        •    Main key sources not

cited.
•    Limited or no use of an accepted referencing system.    •    Most sources cited using an accepted referencing system.
•    All key sources cited.
•    Consistent and accurate use of an accepted referencing system.