Description
Consumer Behavior Report on the following three sectors: Jewellery & WatchesSports GoodsFootwearIt must cover;Past 3 year growth data for the three chosen sectors‘Category’ structure (channel composition, online/offline split, level of concentration, etc.)Key players in the three chosen sectors (market leader, market challengers/followers and others)Key issues arising (three per sector)Part a) is not included in the word count but must be limited to two pages
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Coursework 1 Brief
Summary information
Type of assessment:
Individual or group:
Component weighting:
Learning outcomes assessed
Submission date:
Feedback date:
Consumer Behaviour Report
Individual
Contributes 50% of the total module grade
All
01/11/2023
22/11/2023
Assessment instructions
Coursework 1 will be a consumer behaviour report of the Clothing & Footwear ‘Category’
in the UK as found on Mintel. Three sectors within this ‘Category’ must be picked from
Mintel. This coursework is worth 50% of the module mark.
Acceptable sectors within the Clothing & Footwear ‘Category’ currently listed on Mintel
are Optical Goods Retailing, Underwear, Womenswear, Footwear Retailing, Menswear,
Childrenswear, Jewellery & Watches Retailing, Sports Goods Retailing and Fashion
Accessories. Pick three of these sectors for your coursework.
You will find other reports such as UK Retail Trends or Fashion & Sustainability for
example. These should not be picked as your sectors but you can use information
contained in these reports to supplement your work.
Please speak to your module leader or your seminar leader if you are unsure when
picking your three sectors. It is crucial that you pick the right sectors.
This coursework assesses learning outcomes 1-5.
You are to write an individual consumer behaviour report of 1,500 words. Using a
balanced mix of research from academic sources as well as industry sources, you
should investigate and explain consumer behaviour changes within the UK’s Clothing &
Footwear ‘Category’. You should provide evidenced real-world examples for the
observed consumer behaviour changes and use academic theories or theoretical
concepts to help explain the possible reasons for them. Remember to focus as much on
the why as the what. You may wish to consider the impact of the pandemic if relevant.
The report must follow the structure below.
Part a)
A two-page background of the Clothing & Footwear ‘Category’ and the three chosen
sectors. Part a) must include past 3 year growth data for the three chosen sectors,
‘Category’ structure (e.g. channel composition, online/offline split, level of concentration,
etc.), key players in the three chosen sectors (e.g. market leader, market
challengers/followers and others) and key issues arising within/across the three chosen
sectors (three key issues per sector). Part a) must be limited to two pages (anything
beyond the two-page limit will not be marked). Part a) is not included in the word count.
In-text references are needed.
Part a) is worth 10%.
Part b)
A discussion of three consumer behaviour changes exhibited recently/over the last 3
years in the three chosen sectors (one change per sector, evidenced by real-world
examples and underpinned by suitable academic theories or theoretical concepts). No
recommendations should be made. At least one of the changes must be linked to
ethical/sustainability issues as you will need to pick one such issue for Coursework 2.
In-text references are needed.
Part b) is worth 45%.
Part c)
A discussion of three likely changes in consumer behaviour in the near future/over the
next 3 years in the three chosen sectors (one change per sector, evidenced by realworld examples and underpinned by suitable academic theories or theoretical concepts),
which could be the continuation of the changes identified above or new ones. While you
may focus on continuation of changes, you must take care to avoid repetition. No
recommendations should be made. At least one of the changes must be linked to
ethical/sustainability issues as you will need to pick one such issue for Coursework 2.
In-text references are needed.
Part c) is worth 45%.
Additional Guidance:
• Since Part a) is not included in the word count, you should allocate 750 words to
Part b) and 750 words to Part c).
•
Within both Part b) and Part c), allocate 250 words to each consumer behaviour
change.
•
When tackling each consumer behaviour change (250 words per change), use
around 100 words (no more than 120 words) to introduce, describe and evidence
(with a suitable example or two) the change – this must be largely based on
recent data from Mintel and other reliable industry sources such as Passport,
Marketline, etc. The starting point must be Mintel as the sectors (reports) are
from Mintel. The remaining 150 words (no less than 130 words) must be used for
the theoretical underpinning – this is where you must apply one or (no more than)
two suitable academic theories or theoretical concepts to explain the change in
consumer behaviour. The underpinning must be predominantly based on peerreviewed journal articles. Do not overly rely on textbooks and do not use sources
such as blogs and unverified websites.
Presenting coursework for assessment
Your assignment when submitted should not include your name – we use a system of
anonymous marking to reduce the risk of any unconscious bias. The authentic and
essential requirements for this piece of assessed work are;
•
Coursework 1 must be word-processed in 12 point Arial font and double-spaced
•
Use black text on a white background
•
Pages must be appropriately numbered
•
Margins must be set to Normal (all four sides set to 2.54 cm)
•
Any tables/figures/diagrams should be legible, correctly captioned and clearly
identified
•
Title page is required with module name, title and student number (not name)
•
Executive summary and contents page are not required
•
Appendices are not permitted
•
Please write in the third person
•
Avoid bias to any one source and use different sources to enhance criticality
•
Use reliable sources; e.g. peer-reviewed journal articles and industry sources
•
Ensure adequate and consistent citation and a complete reference list
•
Follow the assessment grid for this coursework and seek guidance if needed
•
You will lose marks if you do not fulfil these requirements
Avoid committing any academic offences such as plagiarism
Assignment length
Whilst we acknowledge that learners will prepare and produce assessments in different
ways and at different paces, an indication as to how much time it will take you to
prepare, produce, edit and submit this assessment is detailed below.
It is expected that you will spend approximately 28 learning hours to prepare and
produce this assessment.
The length of this coursework is limited by a set number of 1,500 words to contribute
towards the development of writing skills and to ensure all work is assessed equitably.
We therefore require you to complete your coursework within the 1,500 words as
specified in the assessment brief. There is no leeway.
The specified word count refers to Part b) and Part c) and excludes Part a). The word
count does not include the title page and reference list. The word count does include
headings, tables and in-text references within Part b) and Part c), but not diagrams or
figures (these are for illustration only). Please seek guidance if needed.
Words that exceed the maximum allowed word count will not be marked. If in doubt, you
should discuss this with the Module Leader before submission.
Coursework 1 assessment criteria rubric
Assessm
ent
Criteria
Part a)
Backgroun
d of the
‘Category’
and three
chosen
sectors:
Past 3
year
sector
growth
data,
structure,
key
players,
and key
issues
arising
Outstanding
Excellent
Very Good
Good
85-100%
Outstanding
background
and coverage
of the
category/sect
ors.
70-84%
Excellent
background
and coverage
of the
category/sect
ors.
60-69%
Very good
background
and coverage
of the
category/sect
ors.
50-59%
Good
background
and coverage
of the
category/sect
ors.
Threshold
Pass
40-49%
Basic/limited
background
and coverage
of the
category/sect
ors.
Marginal
Refer
30-39%
Weak and
inadequate
background
and coverage
of the
category/sect
ors.
Refer
0-29%
Extremely
weak and
inadequate
background
and coverage
of the
category/sect
ors.
(10%).
Part b)
A
discussion
of three
consumer
behaviour
changes
exhibited
recently/o
ver the
last 3
years in
the three
chosen
sectors
(one
change
per sector,
evidenced
by realworld
examples
and
underpinn
ed by
suitable
theories or
theoretical
concepts)
(45%).
Part c)
A
discussion
of three
likely
changes
in
consumer
behaviour
in the near
future/over
the next 3
years in
the three
chosen
sectors
(one
change
per sector,
evidenced
by realworld
examples
and
underpinn
ed by
suitable
theories or
theoretical
concepts)
(45%).
Outstanding
critical
appreciation,
discussion
and
evaluation of
the changes
in consumer
behaviour
recently/over
the last 3
years.
Excellent
critical
appreciation,
discussion
and
evaluation of
the changes
in consumer
behaviour
recently/over
the last 3
years.
Very good
critical
appreciation,
discussion
and
evaluation of
the changes
in consumer
behaviour
recently/over
the last 3
years.
Good critical
appreciation,
discussion
and
evaluation of
the changes
in consumer
behaviour
recently/over
the last 3
years.
Basic/limited
critical
appreciation,
discussion
and
evaluation of
the changes
in consumer
behaviour
recently/over
the last 3
years.
Weak and
inadequate
critical
appreciation,
discussion
and
evaluation of
the changes
in consumer
behaviour
recently/over
the last 3
years.
Extremely
weak and
inadequate
critical
appreciation,
discussion
and
evaluation of
the changes
in consumer
behaviour
recently/over
the last 3
years.
Outstanding
critical
appreciation,
discussion
and
evaluation of
likely
consumer
behaviour
changes in
the near
future/over
the next 3
years.
Excellent
critical
appreciation,
discussion
and
evaluation of
likely
consumer
behaviour
changes in
the near
future/over
the next 3
years.
Very good
critical
appreciation,
discussion
and
evaluation of
likely
consumer
behaviour
changes in
the near
future/over
the next 3
years.
Good critical
appreciation,
discussion
and
evaluation of
likely
consumer
behaviour
changes in
the near
future/over
the next 3
years.
Basic/limited
critical
appreciation,
discussion
and
evaluation of
likely
consumer
behaviour
changes in
the near
future/over
the next 3
years.
Weak and
inadequate
critical
appreciation,
discussion
and
evaluation of
likely
consumer
behaviour
changes in
the near
future/over
the next 3
years.
Extremely
weak and
inadequate
critical
appreciation,
discussion
and
evaluation of
likely
consumer
behaviour
changes in
the near
future/over
the next 3
years.
CCB Sectors CW1:
Investigate and explain consumer behaviour changes within the UK’s Clothing & Footwear
‘Category’. You should provide evidence real-world examples for the observed consumer
behaviour changes and use academic theories or theoretical concepts to help explain the
possible reasons for them. Remember to focus as much on the why as the what. You may
wish to consider the impact of the pandemic if relevant.
Three Sectors:
● Jewellery & Watches
● Sports Goods
● Footwear
Part a)
A two-page background of the Clothing & Footwear ‘Category’ and the three chosen
sectors. Part a) must include past 3 year growth data for the three chosen sectors,
‘Category’ structure (e.g. channel composition, online/offline split, level of
concentration, etc.), key players in the three chosen sectors (e.g. market leader,
market challengers/followers and others) and key issues arising within/across the
three chosen sectors (three key issues per sector). Part a) must be limited to two
pages (anything beyond the two-page limit will not be marked). Part a) is not
included in the word count. In-text references are needed.
Part b) 750 Words
A discussion of three consumer behaviour changes exhibited recently/over the last 3
years in the three chosen sectors (one change per sector, evidenced by real-world
examples and underpinned by suitable academic theories or theoretical concepts).
No recommendations should be made. At least one of the changes must be linked to
ethical/sustainability issues as you will need to pick one such issue for Coursework
2. In-text references are needed.
Part c) 750 Words
A discussion of three likely changes in consumer behaviour in the near future/over
the next 3 years in the three chosen sectors (one change per sector, evidenced by
real-world examples and underpinned by suitable academic theories or theoretical
concepts), which could be the continuation of the changes identified above or new
ones. While you may focus on continuation of changes, you must take care to avoid
repetition. No recommendations should be made. At least one of the changes must
be linked to ethical/sustainability issues as you will need to pick one such issue for
Coursework 2. In-text references are needed.
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