Westminster International College Module Title: Understanding Customers Programme: BABS Semester: Four Academic Year Period: February

2014 May 2014 Lecturer: Mr Albert Lim Date of Completion and Submission: 16 April 2014 Submission Method: nline !ia Turn It In Assessment T pe: "ndi!idual assignment Program: Module Code " #ame: Semester: Centre: Lecturer: Title: !A!S !SP$%& 'nderstanding Customers ( Westminster International College) Mala sia Albert Lim *Wh ou bu +hat ou bu ,-

ASSI.#M/#T 0!1/CTI2/ " P'3P0S/: #$e ob4ecti5e o% t$is assignment is to get you to t$in& about and gain %urt$er insig$ts into t$e %ollo'ing three 678 areas o% (onsumer be$a!iour as applied to yoursel%)
i) "nternal and e*ternal in%luen(es o% your pur($ases+ ii) Le!els o% in!ol!ement in your pur($asing pro(ess and iii) #$e moti!ation %or your pur($ases)

#$e purpose o% t$is assignment is %or you to better understand+ appre(iate and empat$ise 'it$ (ustomer needs by e*perien(ing it yoursel%) #$is 'ould t$en in all probability (ontribute to ma&ing you a more e%%e(ti!e mar&eter in t$e %uture) L/A3#I#. 0'TC0M/S Upon (ompleting t$is assignment+ students s$ould be able to, Understand t$e importan(e+ s(ope and e(onomi( t$eory o% (ustomer analysis t$roug$ sel%re%le(tion) Criti(ally analyse t$e de(ision ma&ing-pro(ess as part o% (ustomer be$a!iour t$eory t$roug$ sel% e!aluation o%, o "nternal and e*ternal sour(es o% in%luen(e
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o Le!els and degree o% in!ol!ement o Le!els and degree o% moti!ation "n t$eir o'n pur($ase be$a!iour to better understand t$at o% ot$ers) ASSI.#M/#T TAS9S: #$e assignment $as four distin(t stages, Tas: ;: .eep a diary/0ournal o% your all your pur($ases %or 1 'ee& in t$e template pro!ided) Tas: $: At t$e end o% 1 'ee&+ %or ea($ pur($ase+ t$in& ba(& and analyse t$e %ollo'ing, o 1$o or '$at in%luen(ed your pur($ase 2internally and/or e*ternally3) o 4o' in!ol!ed 'ere you mentally+ emotionally and p$ysi(ally in your pur($ase) o 1$at 'as your ma0or moti!ation2s3 %or your pur($ases5 o 1$y you boug$t a parti(ular brand o!er anot$er by e*plaining any ad!antages or disad!antages o% your ($oi(e) o 6es(ribe any satis%a(tion or dissatis%a(tion o% your pur($ases) Tas: 7: "n order to $elp you (omplete t$is assignment+ you are en(ouraged to dis(uss your %indings 'it$ your ot$er (lassmates and t$e le(turer on $o' to re(ord and analyse t$e data) Tas:: < 1rite and submit your report) 3/P03T P3/S/#TATI0# #$is assignment is to be submitted in a business report %ormat #$e total 'ord (ount 'ill be $)&&& +ords 6=>? ;&@8 #$e 'ord (ount D0/S #0T in(lude o 7*e(uti!e Summary+ o #able o% Contents+ o 8rap$s+ tables+ diagrams+ ($arts or %igures+ o Appendi(es o 9e%eren(e list

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3/P03T A03MAT A Co5er Page 2'it$ rele!ant details3 /Becuti5e Summar 2o% '$ole report3 Table of Contents 2'it$ page numbering3 Introduction : #$is s$ould be an introdu(tion to t$e '$ole report and ; # to any (ompany or t$at you pur($ased) : Spe(i%y t$e ob0e(ti!es+ purpose < s(ope o% t$e report)

brand

Internal " /Bternal Influences : 7*plain '$at 'ere t$e &ey 2'$at or '$om3 internal and e*ternal in%luen(es o% your 'ee&long pur($ases and '$y by integrating rele!ant a(ademi( t$eories/literature in your dis(ussion) Le5el of In5ol5ement : 7*plain t$e le!els o% in!ol!ement you e*perien(ed in your 'ee&-long pur($ases and '$y t$ey 'ere used by integrating rele!ant a(ademi( t$eories/literature in your dis(ussion) Moti5ation : 7*plain '$at 'ere t$e psy($ologi(al moti!ators 2using Maslo+Cs Dierarch of #eeds8 t$at played a signi%i(ant role in your 'ee&-long pur($ases and '$y t$ey 'ere used by integrating rele!ant a(ademi( t$eories/literature in your dis(ussion) Conclusion : Summarise t$e ma4or findings o% your 'ee&-long pur($ases in terms o% &ey in%luen(es+ le!els o% in!ol!ement and moti!ators) : %%er some insights on your o'n (onsumer be$a!iour t$at you may not $a!e been a'are o% be%ore t$is assignment) Appendices : Ade=uately %illed pro!ided template o% your 'ee&-long pur($ases) 3eferences : #$e 4ar!ard re%eren(ing and (itation %ormat is re=uired)

ASSI.#M/#T S'!MISSI0# nline !ia Turn It In at 1"C portal 'it$ one $ard (opy to t$e 7*aminations 6epartment #0T/S 0# PLA.IA3ISM " DA32A3D 3/A/3/#CI#. Plagiarism >lagiarism is passing o%% t$e 'or& o% ot$ers as your o'n) #$is (onstitutes a(ademi( t$e%t and is a serious matter '$i($ is penalised in assignment mar&ing) >lagiarism is t$e submission o% an item o% assessment (ontaining elements o% 'or& produ(ed by anot$er person2s3 in su($ a 'ay t$at it (ould be assumed to be t$e student?s o'n 'or&)

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7*amples o% plagiarism are, t$e !erbatim (opying o% anot$er person?s 'or& 'it$out a(&no'ledgement t$e (lose parap$rasing o% anot$er person?s 'or& by simply ($anging a %e' 'ords or altering t$e order o% presentation 'it$out a(&no'ledgement t$e una(&no'ledged =uotation o% p$rases %rom anot$er person?s 'or& and/or t$e presentation o% anot$er person?s idea2s3 as one?s o'n) Copying or (lose parap$rasing 'it$ o((asional a(&no'ledgement o% t$e sour(e may also be deemed to be plagiarism i% t$e absen(e o% =uotation mar&s implies t$at t$e p$raseology is t$e student?s o'n) >lagiarised 'or& may belong to anot$er student or be %rom a publis$ed sour(e su($ as a boo&+ report+ 0ournal or material a!ailable on t$e internet) Dar5ard 3eferencing #$e stru(ture o% a (itation under t$e 4ar!ard re%eren(ing system is t$e aut$or@s surname+ year o% publi(ation+ and page number or range+ in parent$eses+ as illustrated in t$e Smit$ e*ample near t$e top o% t$is arti(le) #$e page number or page range is omitted i% t$e entire 'or& is (ited) #$e aut$or@s surname is omitted i% it appears in t$e te*t) #$us 'e may say, ABones 220013 re!olutioniCed t$e %ield o% trauma surgery)A #'o or t$ree aut$ors are (ited using AandA or A<A, 26eane+ Smit$+ and Bones+ 1DD13 or 26eane+ Smit$ < Bones+ 1DD13) More t$an t$ree aut$ors are (ited using et al. 26eane et al) 1DD23) An un&no'n date is (ited as no date 26eane n)d)3) A re%eren(e to a reprint is (ited 'it$ t$e original publi(ation date in s=uare bra(&ets 2Mar* E1F6GH 1D6G+ p) D03) "% an aut$or publis$ed t'o boo&s in 200I+ t$e year o% t$e %irst 2in t$e alp$abeti( order o% t$e re%eren(es3 is (ited and re%eren(ed as 200Ia+ t$e se(ond as 200Ib) A (itation is pla(ed '$ere!er appropriate in or a%ter t$e senten(e) "% it is at t$e end o% a senten(e+ it is pla(ed be%ore t$e period+ but a (itation %or an entire blo(& =uote immediately follows t$e period at t$e end o% t$e blo(& sin(e t$e (itation is not an a(tual part o% t$e =uotation itsel%) Complete (itations are pro!ided in alp$abeti(al order in a se(tion %ollo'ing t$e te*t+ usually designated as A1or&s (itedA or A9e%eren(es)A #$e di%%eren(e bet'een a A'or&s (itedA or Are%eren(esA list and a bibliograp$y is t$at a bibliograp$y may in(lude 'or&s not dire(tly (ited in t$e te*t) All (itations are in t$e same %ont as t$e main te*t) /Bamples 7*amples o% boo& re%eren(es are, Smit$+ B) 2200Ia3) Dutch Citing Practices) #$e 4ague, 4olland 9esear($ Foundation) Smit$+ B) 2200Ib3) Harvard Referencing) London, Bolly 8ood >ublis$ing) "n gi!ing t$e (ity o% publi(ation+ an internationally 'ell-&no'n (ity 2su($ as London+ #$e 4ague+ or ;e' Jor&3 is re%eren(ed as t$e (ity alone) "% t$e (ity is not internationally 'ell &no'n+ t$e (ountry 2or state and (ountry i% in t$e U)S)3 are gi!en) An e*ample o% a 0ournal re%eren(e, Smit$+ Bo$n Maynard) A#$e origin o% altruism+A Nature KDK+ 1DDF+ pp) 6KD40)
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An e*ample o% a ne'spaper re%eren(e, Bo'(ott+ 'en) AStreet >rotestL+ The Guardian+ (tober 1F+ 200I+ a((essed February G+ 2006)

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I#DI2ID'AL ASSI.#M/#T MA39I#. SCD/M/>3'!3IC Sub4ect: Student #ame: Criteria /E/C'TI2/ S'MMA3Y: >oor summary o% report+ no insig$ts gleaned Fair summary o% report+ some insig$ts gleaned 8ood summary o% report and insig$ts gleaned 7*(ellent summary o% report 'it$ sound insig$ts gleaned I#T30D'CTI0# >oor ob0e(ti!e+ purpose and s(ope o% report stated Fair ob0e(ti!e+ purpose and s(ope or report stated 8ood ob0e(ti!e+ purpose and s(ope or report stated 7*(ellent ob0e(ti!e+ purpose and s(ope or report stated I#T/3#AL " /ET/3#AL I#AL'/#C/S >oor dis(ussion+ little lin&s o% in%luen(es to t$eory < no/poor (itations Fair dis(ussion+ some lin&s o% in%luen(es to t$eory < some (itations 8ood dis(ussion and lin&s o% in%luen(es to t$eory 'it$ good (itations 7*(ellent dis(ussion+ strong lin&s o% in%luen(es to t$eory < (itations L/2/LS 0A I#20L2/M/#T >oor dis(ussion+ little lin&s o% in!ol!ement to t$eory < no/poor (itations Fair dis(ussion+ some lin&s o% in!ol!ement to t$eory < some (itations 8ood dis(ussion and lin&s o% in!ol!ement to t$eory 'it$ good (itations 7*(ellent dis(ussion+ strong lin&s o% in!ol!ement to t$eory < (itations M0TI2ATI0# >oor dis(ussion+ little lin&s o% moti!ation to t$eory < no/poor (itations Fair dis(ussion+ some lin&s o% moti!ation to t$eory < some (itations 8ood dis(ussion and lin&s o% moti!ation to t$eory 'it$ good (itations 7*(ellent dis(ussion+ strong lin&s o% moti!ation to t$eory < (itations 1 2 K 4-I 1 2 K 4I 1-4 I 10 11 1I 16 20 1-4 I 10 11 1I 16 20 1-4 I 10 11 1I 16 20 $& $& $& BS>260 Understanding Customers 2Feb 2014 Sem3 Student ID: Mar:s Allocated A+arded

& F &

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C0#CL'SI0# >oor summary o% %indings+ $ardly any insig$ts gleaned Fair summary o% %indings 'it$ some insig$ts gleaned 8ood summary o% %indings 'it$ good insig$ts gleaned 7*(ellent summary o% %indings 'it$ strong insig$ts o%%ered 02/3ALL P3/S/#TATI0# >oor e*amples < language but limited (riti(al analysis Fair e*amples < language 'it$ some (riti(al analysis 8ood e*amples < language 'it$ appli(ation o% t$eory 7*(ellent e*amples < language 'it$ integrated (riti(al analysis APP/#DIC/S >oor log o% pur($ases+ template not (ompletely %illed Fair log o% pur($ases < template appropriately %illed 8ood log o% pur($ase < template 'ell %illed 7*(ellent log o% pur($ases < template !ery 'ell %illed 3/A/3/#C/S >oor+ insu%%i(ient < in(onsistent 4ar!ard re%eren(ing < (itation used Fair+ su%%i(ient < (onsistent 4ar!ard re%eren(ing < (itation used 8ood+ su%%i(ient < (onsistent 4ar!ard re%eren(ing < (itation used 7*(ellent+ su%%i(ient < (onsistent 4ar!ard re%eren(ing < (itation used

& 1K 46 GF D 10 1 2 K 4-I 1K 46 GF D 10 ;& & F & ;& &

;&& T0TAL I#DI2ID'AL ASSI.#M/#T MA39I#. SCD/M>3'!3IC 2(ont?d3 Comments:

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/BaminerCs #ame " Signature: Date:

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L/./#D A03 T/3MS 'S/D I# MA39I#.: Terms /Bcellent .eneral Description of Wor: Presented 9ele!ant issues (onsistently identi%ied/dis(ussed/analyCed to a 5er high standard 'it$ 5er clear e*planations/rationale/0usti%i(ation) 2er strong e!iden(e o% 'ider reading 'it$ rele!ant (itations used pro!iding 5er strong insights into t$e topi( o% dis(ussion) Criti(al analysis 5er +ell de5eloped 'it$ strong identi%i(ations o% pros and (ons and t$e impa(t/impli(ations o% bot$ to t$e issue at $and) 2er professionall and creati5el presented =uality o% 'or& t$at is 5er neat and tid 'it$ 5er coherent %lo's o% arguments)

.ood>Strong>Clear 9ele!ant issues (onsistently identi%ied/dis(ussed/analyCed to a high > Significant standard 'it$ clear e*planations/rationale/0usti%i(ation) Strong e!iden(e o% 'ider reading 'it$ rele!ant (itations used pro!iding strong insights into t$e topi( o% dis(ussion) Criti(al analysis +ell de5eloped 'it$ good identi%i(ations o% pros and (ons and t$e impa(t/impli(ations o% bot$ to t$e issue at $and) Some professionalism and creati5it s$o'n in t$e =uality o% presentation 'it$ 'or& t$at is neat and tid 'it$ coherent %lo's o% arguments) Some > Aair > Moderate > Some+hat 9ele!ant issues (onsistently identi%ied/dis(ussed/analyCed to a satisfactor standard 'it$ good e*planations/rationale/0usti%i(ation) Some inconsistenciesG Some e!iden(e o% 'ider reading 'it$ rele!ant (itations used pro!iding good insights into t$e topi( o% dis(ussion) Criti(al analysis some+hat de5eloped 'it$ some identi%i(ations o% pros and (ons and t$e impa(t/impli(ations o% bot$ to t$e issue at $and) Some professionalism and creati5it s$o'n in t$e =uality o% presentation 'it$ 'or& t$at is some+hat neat and tid 'it$ some coherent %lo's o% arguments) 9ele!ant issues (onsistently identi%ied/dis(ussed/analyCed to a inconsistent standard 'it$ poor e*planations/rationale/0usti%i(ation) Man inconsistencies detectedG Little e!iden(e o% 'ider reading 'it$ rele!ant (itations used pro!iding little insights into t$e topi( o% dis(ussion) Criti(al analysis poorl de5eloped 'it$ little or no identi%i(ations o% pros and (ons and t$e impa(t/impli(ations o% bot$ to t$e issue at $and) Little professionalism and creati5it s$o'n in t$e =uality o% presentation 'it$ 'or& t$at is #0T neat and tid 'it$ incoherent %lo's o% arguments)

Poor > Little > Partial

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T/MPLAT/ A03 W//9?L0#. P'3CDAS/S ;ote, Jou s$ould (ut and paste t$is template %or ea($ pur($ase you made in one 'ee& and in(lude it in your Appendi(es in your report) #$is 'ill %orm t$e basis o% your dis(ussion in your report) /Bample Date Items Price Purchased from 4air (ut 9M 2D)00 MJN+ Subang Baya

Time spent on ma:ing the "mmediate de(ision as " am a regular (ustomer o!er t$e last year) decision /ffort put into decision ma:ing process 0ther products that +ere considered>a5ailable Aactors that led to the choice I made Lo' in!ol!ement #$ere are a signi%i(ant number o% salons in Subang Baya but t$is is only t$e t$ird salon " $a!e !isited in F years) " $a!e been a (lient o% t$is salon %or about 12 mont$s) " pre!iously $ad my $air(ut at a salon about 6 doors do'n t$e road+ but be(ame dissatis%ied at a per(ei!ed la(& o% pro%essionalism %rom t$e sta%%) " 'al&ed past and sa' a sign in t$e 'indo' at MJN %or a dis(ounted $air(ut 'it$ a parti(ular stylist+ and " 'as $appy 'it$ $er 'or& and be(ame a (lient %rom t$en on) #$at parti(ular stylist le%t t$e salon re(ently+ and =uite suddenly+ so '$en " (alled %or an appointment " as&ed '$o else (ould (ut my $air) " 'as re(ommended a man named Sean) 4e is !ery stylis$ but intensely %o(used and pro%essional+ '$i($ " !alue) Maslo+Cs hierarch of #eeds: " 'as satis%ied 'it$ t$e basic ser5ices 6needs8 o%%ered '$i($ 'ere (on!enient lo(ation+ a%%ordable+ !alue-%or-money and (ompetiti!e pri(ing) #$e %riendly en!ironment also ga!e me a sense o% belonging 6associati5e needs8 n top o% t$at " 'as !ery satis%ied 'it$ t$e pro%essionalism s$o'n and a $air (ut t$at suit my style '$i($ did my self?esteem a lot o% good)

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~ End of Document ~

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