Errors in grammar and spelling are rare Correct grammar and spelling throughout the analysis with no obvious errors There is a logical connection between your statements, adding to the readability and credibility of your analysis There is an obvious and logical connection between your statements, enhancing the structure, synthesis, credibility, and readability of your analysis Your analysis is professionally presented and has been submitted in the appropriate format Your analysis is professionally presented and exceeds expectations in what is evidently suitable for a high-grade commercial environment

Report Format /20 marks Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis Grammar and spelling are very good but with occasional errors Ideas/themes have not been developed Ideas/themes have been developed, but your composition lacks connections and integration. Ideas/themes have been developed, but connections are not always obvious. Total marks /100 The format chosen for your analysis lacks thought and consideration for the intended audience The format chosen for your analysis is appropriate, but major improvements would enhance its presentation The format chosen for your analysis is appropriate but some improvements would enhance its presentation

Research /20 marks Your research lacks focus because of an unsuitable choice of sources You have selected basic primary and/or secondary sources Your research is focused, drawn from a reasonable selection of primary and secondary sources Your research is focused, complemented by a quality selection and range of primary and secondary sources Your research is extensive and focused, complemented by a quality selection and large range of primary and secondary sources

Sample Survey Analysis /40 marks Your analysis lacks depth, and your interpretation is not relevant You briefly analyse some of the sample survey information and your interpretation is not always relevant You sufficiently analyse most of the sample survey information gathered from the questionnaire and your interpretation is well structured You thoroughly analyse and interpret the survey information articulately You critically analyse and interpret the survey information articulately and convincingly

Marking Criteria NN (Fail) 0 – 49% P (Pass) 50 – 64% CR (Credit) 65 – 74% DN (Distinction) 75 – 84% HD (High Distinction) 85 – 100% Questionnaire Design and Theory Application /20 marks You have demonstrated little or no theoretical application relevant to consumer behaviour You have demonstrated basic theoretical application relevant to consumer behaviour You have demonstrated sufficient theoretical application relevant to consumer behaviour You have thoroughly applied relevant theories to consumer behaviour You have expertly applied and integrated all of the theories relevant to consumer behaviour

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 chosen FMCG product that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6- page summary, analysis and discussion of the key findings from your data collection. This discussion must be aligned to YOUR chosen product and consumer behaviour literature should be integrated into this discussion to support analysis.