Consumer Behaviour 201 Group Project Conceptualising 'Country of Ingredient Authenticity' for Luxury Brands (Sichuan food answer sheet)
Consumer Behaviour 201
Group Project
Conceptualising ‘Country of Ingredient Authenticity’ for Luxury Brands
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.
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 mark)
b) Draw a pie chart to illustrate the number of age groups you have and also the number of respondents within each age group. From the results, which is the largest age group? Provide percentages in your pie chart. (2 mark)
c) Draw a bar graph to illustrate the respondents’ highest level of education. Provide percentages in your bar graph. (2 mark)
d)Draw a pie chart to show the respondents’ annual income level. Provide percentages in your pie chart. (2 marks)8
Question 2
a) Based on the information collected, draw a bar graph to show what percentage eager to check out, intend, interested, plan, likely and will consider purchasing the luxury brand. (2 marks)
b)Based on the information collected, draw a bar graph to illustrate how likely respondents are going to spread positive word-of-mouth about the luxury brand. (2 marks)4
Question 3
a) Calculate and fill in the mean (averages) for each of the items below. (3 marks)
b) Comment on the means from the table.
i. Define authenticity. Which are the THREE strongest motivations for people to seek for authenticity? Why do you think this is the case? Are these three motivations related? Provide justification and theoretical support for you answers. (10 marks)
ii.Which are the THREE weakest motivations for people to seek for authenticity? Why do you think this is the case? Are these three motivations related? Provide justification and theoretical support for your answers. (10 marks)23
Question 4
a) Calculate and fill in the mean (average) for each of the items below. (3 marks)
b) Comment on the means from the table. Do you observe any interesting trends? (5 marks)
c) Based on the elaboration likelihood model, what type of route do you think consumers may use to evaluate the advertisement? Justify your answer. (10 marks) 18
Question 5
a) Calculate and fill in the mean (average) for each of the items below. (3 marks)
b) Comment on the means from the table. Do the consumers know a lot about fashion? Do you observe any interesting trends? (4 marks)
c)Identify the role(s) of consumer knowledge in the decision making process of consuming luxury brands. (10 marks)17
Question 6
a) Based on the information collected and your understanding of consumers’ need for ingredient authenticity (refer to Section B of survey), what recommendations do you have for the managers of the luxury brand? What are some of the strategies you would use to promote purchase intentions and word of mouth? Provide justification for your answers. (10 marks)
b)Define word-of mouth (WOM). How do you think WOM can influence people to consume ingredient authentic luxury products? (10 marks)20
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
Total100