Assessment 1: Analysis
Purchasing ethical, fairtrade coffee
– explain and analyse an “Empowered Activist’s’ purchase decisions
Weighting: 25%
Format: Written Assignment; Analysis
Word limit: 1500 words (+/-10%) excluding the tables, reference list and appendices
Due date: March 27, 2024, 11.00 p.m. NZST
Submission: Stream assignment Drop-box
Learning outcomes being assessed:
L1: Explain how the principal theories of consumer behaviour can be applied to marketing.
The Scenario
What type of purchase decision consumers go through depends on a number of things, including the consumer’s characteristics, the type of product they want to buy and the purchase situation.
For this assignment, you will:
• explore and analyse how a specific consumer segment “The Empowered Activists” (Euromonitor, Eight Types of Shoppers) might go through
• a first-time purchase, using an extensive decision making process and
• a repeat purchase using a limited decision making process of an ethical, fairtrade (FT) coffee brand
o Select one of the fairtrade coffee brands available in New Zealand as listed on the Fairtrade Website: https://fairtradeanz.org/get-involved/find-fairtrade/fairtrade-coffee-brands
• provide your selected FT coffee brand with managerial recommendations for both purchase situations (first-time, extended and repeat, limited decision making)
This assignment contains a number of tasks:
1.) Discuss different forms of customer segmentation and explore the characteristics of “Empowered Activists” in the context of purchasing ethical, fairtrade coffee.
2.)
a. Discuss the theoretical foundations of extensive and limited decision making, including all stages from need-recognition to post-purchase behaviour (including ‘divestment’).
b. Focusing on the characteristics of Empowered Activists as discussed in the report, explore a first-time purchase of your chosen ethical fairtrade coffee brand, using all stages ofthe extended decision making model.
c. Focusing on the characteristics of Empowered Activists as discussed in the report, explore a repeat purchase of your chosen FT coffee brand, using the relevant stages in a limited decision making model (you need to discuss at least one heuristic at this stage).
Please note the detail of discussion of the theory (2a) and exploration and application of the decision making processes (2b and 2c) need to match (the level of detail in the theoretical discussion should be reflected in the application and vice versa); sections 2b and 2c need to clearly relate to Empowered Activists as discussed in the Euromonitor report and to selected FT brand.
3.) Based on your critical application of the extended and the limited decision making of Empowered Activists, provide your chosen FT coffee brand with managerial recommendations how they could influence both decision making processes of Empowered Activists.
To achieve these tasks:
• You are expected to conduct some background research on the Euromonitor website
https://www.euromonitor.com/article/types-of-shoppers-to-target about Different Types of Shoppers (look at the full report/the white paper) and explore your selected FT brand (products, their presentation on the website and instore). You are not to contact the company, or ask any questions when visiting a store.
• You are expected to be familiar with the relevant consumer behaviour theory – as discussed in class. You need to support your discussion, arguments and findings using appropriate academic literature, including textbooks and journal articles. (also see ‘Referencing’ below).
Please see the marking guide (document attached) for required sections and their weighting
Use of Artificial Intelligence tools
• You are required to upload the “Generative AI Use Statement” as a separate document For this assignment: AI planning is allowed.
This means that you are allowed to use AI tools as outlined on Stream and below, but you are not required to use them.
You may use artificial intelligence tools at the planning stage. You can use it to brainstorm, help generate ideas, or produce an outline. You must then demonstrate your ability to develop and refine those ideas, and independently produce the content of your assessment.
That is, you can’t use artificial intelligence tools to write sentences or paragraphs for you.
Whether you choose to use AI tools or not, you have to submit a ‘Generative AI Statement’ as provided on Stream.
Presentation of work
• Word or pdf format
• Ensure you label your assignment file correctly, namely
• LastNameStudentNumberAssignmentNumber.doc (or docx), e.g. Smith123456Ass1.doc
• 12 point font and 1.5 spaced paragraphs.
• Each page should be numbered in one continuous sequence in the top right-hand corner. Commence numbering from the page following the title page.
• Use APA reference style and cite all published sources of information and ideas.
Referencing
You are expected to reference throughout the assignment – particularly in sections 1 and 2a (2b & 2c). You can use the same source, e.g. the textbook multiple times to support your discussion.
When using references, please use APA (7th ed.) style.
In this assignment you are expected to use at least five (5) relevant academic references (minimum). You are expected to use textbooks; relevant articles from academic journals or other types of academic sources such as academic books, textbooks, conference papers.
• You will need to search for material via the library databases. Also, cite and reference any information found in newspapers, reports, websites and other sources. Online newspapers or magazines can provide useful statistics and product specific information.