Consumer Behaviour
Group Assignment

A STUDY ON SICHUAN FOOD CONSUMPTION

Based on the data you have collected, you can derive findings for the questions below. Where applicable, it is recommended that you include charts or bar charts to better explain your results. Colour your charts and graphs to make it more presentable. Please follow the instructions on each question closely.
Use this as your cover sheet for the assignment. Please fill in the following information.

Group Members Student Number

Marking Guide
Assignment Question Max Marks Marks
Awarded
Question 1
a) Based on the information collected, draw a pie chart to illustrate the proportion of males vs. females. Provide percentages in your pie chart. (2 marks)
b) Draw a pie chart to illustrate the number of age groups you have and also the number of respondents within each age group. Provide percentages in your pie chart. (2 marks)
c) Draw a bar graph to illustrate the respondents’ marital status. Provide percentages in your bar graph. (2 marks)
d) Draw a bar graph to illustrate the respondents’ highest level of education. Provide percentages in your bar graph. (2 marks)
e) Draw a pie chart to show the respondents’ annual income level. Provide percentages in your pie chart. (2 marks)
f) Draw a pie chart to show the respondents’ field of occupation. Provide percentages in your pie chart. (2 marks) Tip: You do not have to expand on the “Others” category. 12
Question 2
a) Based on the information collected, draw a pie chart to show how many respondents have tried Sichuan Food before. (2 marks) Tip: Refer to column “PExSF” in your spreadsheet.
b) Based on the information collected, draw a bar graph to show the hometowns of the respondents. (2 marks) Tip: Refer to column “HT” and “HT_TEXT” in your spreadsheet.
c) Based on the information collected, draw a pie chart to show how many respondents have visited the Sichuan Province (e.g. Chengdu) or Chongqing. (2 marks) *Tip: Refer to column “PExD”. 6
Question 3
a) Calculate and fill in the means (averages) for each of the items below. (4 marks) *Tip: Refer to columns “Ex3_1-3”.
b) Comment on the findings in the above table. Explain the respondents’ behaviour using the concept of involvement. (2 marks)
c) Describe Maslow’s Hierarchy of Needs. (5 marks) Using the example of Sichuan food, explain how consuming food can satisfy ALL of Maslow’s needs. (5 marks)
d) Which need do you think is satisfied by the motivations above? Provide justification for your answer. (2 marks) 18
Question 4
a) Explain the hierarchy of effects. (2 marks) Which hierarchy of effects context would be most relevant to you in the case of Sichuan food? (6 marks)
b) What are the three types of reference group influence? What type of reference group influence would affect you when choosing to eat out? Explain. (6 marks)
c) What are the two main types of word of mouth? As a consumer, which type of word-of-mouth is more credible in your decision when choosing to eat out? Explain. (6 marks) 18

Question 5
a) Calculate and fill in the means (averages) for each of the items below. (5 marks) Tip: Refer to columns “ATT_1-11”.
b) Based on the findings from the tables above, comment on the respondents’ overall attitudes towards Sichuan food. Explain how you have come to this conclusion. (4 marks)
c) Define attitude and its three essential elements? Please give an example for each element? (7 marks) Which element(s) is/are being measured in question 5a? Provide justification for your answers. (2 marks)
d) Please describe four functions of consumer attitudes and provide an example for each. (4 marks) Which two functions of consumer attitude do you think are relevant with regards to Sichuan food? Please justify your answers. (4 marks) 26
Question 6
Assuming you were part of a consulting firm that has been commissioned by the Sichuan Province Tourism Board. Provide two key marketing strategies that you could use to improve attitudes towards Sichuan food. Please use two types of attitude change theories and provide the various tactics that you would use. (10 marks) 10
Referencing and General Presentation
a) Research materials and sources – Academic & non-academic relevant supporting references from Scholarly (academic) sources
b) Compliance with university referencing style
c) Grammatical, spelling, formatting, structure, report presentation, etc. 10
Total 100

Question 1: Understanding demographics (12 marks)

a) Based on the information collected, draw a pie chart to illustrate the proportion of males vs. females. Provide percentages in your pie chart. (2 marks)

b) Draw a pie chart to illustrate the number of age groups you have and also the number of respondents within each age group.Provide percentages in your pie chart. (2 marks)

c) Draw a bar graph to illustrate the respondents’ marital status. Provide percentages in your bar graph. (2 marks)

d) Draw a bar graph to illustrate the respondents’ highest level of education. Provide percentages in your bar graph. (2 marks)

e) Draw a pie chart to show the respondents’ annual income level. Provide percentages in your pie chart. (2 marks)

f) Draw a pie chart to show the respondents’ field of occupation. Provide percentages in your pie chart. (2 marks) Tip: You do not have to expand on the “Others” category.

Question 2: Past experience with Sichuan food and Sichuan as a destination (6 marks)
a) Based on the information collected, draw a pie chart to show how many respondents have tried Sichuan Food before. (2 marks) Tip: Refer to column “PExSF” in your spreadsheet.

b) Based on the information collected, draw a bar graph to show the hometowns of the respondents. (2 marks) Tip: Refer to column “HT” and “HT_TEXT” in your spreadsheet.You do not have to expand on the “Others” category.

c) Based on the information collected, draw a pie chart to show how many respondents have visited the Sichuan Province (e.g. Chengdu) or Chongqing.(2 marks) *Tip: Refer to column“PExD”.
Question 3: Consumer desire for authenticity (18 marks)
a) Calculate and fill in the means (averages) for each of the items below. (4 marks) *Tip: Refer to columns “Ex3_1-3”.

3 Please rate the extent to which you agree to the following statements. Means
a) I physically engage in looking out for new Sichuan restaurants.
b) I seek to experience new Sichuan dishes I have not tried before.
c) I seek to experience Sichuan dishes in different restaurants.

b) Comment on the findings in the above table. Explain the respondents’ behaviour using the concept of involvement.(2 marks)
c) Describe Maslow’s Hierarchy of Needs. (5 marks) Using the example of Sichuan food, explain how consuming food can satisfy ALL of Maslow’s needs. (5 marks)
d) Which need do you think is satisfied by the motivations above? Provide justification for your answer. (2 marks)

Question 4: Consumer behaviour and food consumption (18marks)
a) Explain the hierarchy of effects. Which hierarchy of effects context would be most relevant to you in the case of Sichuan food? (6 marks)

b) What are the three types of reference group influence? What type of reference group influence would affect you when choosing to eat out? Explain. (6 marks)

c) What are the two main types of word of mouth? As a consumer, which type of word-of-mouth is more credible in your decision when choosing to eat out? Explain. (6 marks)
Question 5: Attitudes towards Sichuan food(26 marks)
a) Calculate and fill in the means (averages) for each of the items below. (5 marks) Tip: Refer to columns “ATT_1-11”.

1 Please rate the extent to which you agree to the following statements.
I find Sichuan food: Means
a) appetising
b) aromatic
c) authentic
d) colourful
e) creative
f) delicious
g) different
h) hot
i) innovative
j) spicy
k) tasty
b) Based on the findings from the tables above, comment on the respondents’ overall attitudes towards Sichuan food. Explain how you have come to this conclusion. (4 marks)
c) Define attitude and its three essential elements? Please give an example for each element? (7 marks) Which element(s) is/are being measured in question 5a? Provide justification for your answers. (2 marks)
d) Please describe four functions of consumer attitudes and provide an example for each. (4 marks) Which two functions of consumer attitude do you think are relevant with regards to Sichuan food? Please justify your answers. (4 marks)

Question 6: Improving attitudes towards Sichuan food (10 marks)
Assuming you were part of a consulting firm that has been commissioned by the Sichuan Province Tourism Board. Provide two key marketing strategies that you could use to improve attitudes towards Sichuan food. Please use two types of attitude change theories and provide the various tactics that you would use. (10 marks)