Consumer Behaviour
Consumer Behaviour
Consumer Behaviour
Taylor’s University
Dual Award Programme
Introduction
Module Overview
Learning resources
Assessments
Resit Assessments
Assessment Offences
Extenuating Circumstances
Assignment Guidelines
Module Calendar
Assignment Cover
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INTRODUCTION
“2016 will be all about delivering a relevant and personalised experience, with services
designed so they can be tailored to suit individual customers. Retailers will need to
make sure they understand how to engage shoppers according to their context and
specific needs. At the same time, the role of the physical store will continue to change
as retailers adapt their services to this new way of interacting with customers. As part of
this, a new definition of convenience is emerging as customers demand that retailers
immediately fulfil or even predict their needs. As a result, the transaction itself will no
longer be an event, but more a part of a seamlessly integrated experience”.(according
to a recent UK report by Deloitte)
Welcome aboard the Retail Marketing module – it is certainly exciting times for the
retailer, and for you as students.
Through this course you will develop an understanding of the challenges in the world of
retailing. Consequently, you will explore retail elements such as the basics of strategic
retail planning, types of retail instituions, understanding why customers shop, location
planning, merchandise planning, retail promotion and pricing.
Get thoroughly immersed in the subject matter, see how retail strategies are formed,
look at the activities of a wide range of actual retailers (large and small, goods and
services, domestic and global). You can learn to become a good retail planner and
decision maker and be able to adapt to change, and explore the possibility of a full-time
career in retail management.
Happy studies.
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CONTACT DETAILS
MODULE OVERVIEW
MODULE SYNOPSIS
The concept of a strategic approach to retailing is the cornerstone of this module. With a
strategic approach, the fundamental principle is that the retailer has to plan for and
adapt to a complex, changing environment. Both opportunities and constraints must be
considered.
A retail strategy is the overall plan or framework of action that guides a retailer. Ideally,
it will outline the mission, goals, consumer market, overall and specific activities, and
control mechanisms of the retailer. Without a pre-defined and well-integrated strategy,
the firm may flounder and be unable to cope with the environment that surrounds it.
MODULE OBJECTIVES
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3. To recognise and demonstrate professional business conduct in accordance
with ethical and legal practices
LEARNING OUTCOMES
1. Identify the approaches and guidelines used to analyse and solve retailers'
problems and make decisions in retail organisations.
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TAYLOR’S GRADUATE CAPABILITIES (“TGC”)
Upon successful completion of this module, a student should be equipped with the following Taylor’s
graduate capabilities:
Cognitive Capabilities
Soft Skills
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Upon completion of this module, students should be able to:
Learning Outcomes TGC1 TGC2 TGC3 TGC4 TGC5 TGC6 TGC7 TGC8
LO1 Identify the
approaches and
guidelines used to
analyse and solve
X X X X X
retailers' problems
and make decisions
in retail
organisations.
LO2 Develop marketing
solutions for current
retail environments
X X X X X X X X
by employing
appropriate retail
marketing strategies.
LO3 Demonstrate an
understanding of the
key elements in
planning,
managing,and
X X X X X
executing the retail
marketing mix in
order to act on
opprtunities and
business ideas.
LO4 Develop an
appreciation for legal
and ethical
accountability in X X X X
retail marketing
practices.
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TEACHING AND LEARNING ARRANGEMENTS
This module is delivered in a mixture of lectures, tutorials and on-line materials. Class contact time
usually consists of a two-hour lecture and a two-hour tutorial each week. Lectures will usually begin in
week 1 and tutorials in week 2.
LEARNING RESOURCES
TEXT
Berman & Evans (2017). Retail Management: International Edition, 13/e, Pearson
OTHER REFERENCES
Levy, M,, Weitz B.A., and Grewal, D. (2014), Retailing Management, 9th edition,
McGraw-Hill
Grewal, D. & Levy, M. (2014) Marketing. 4th ed. New York: McGraw-Hill.
Kotler, P., Keller, K.L., Ang, S.H., Leong, S.M. and Tan, C.T. (2013) Marketing
Management: An Asian Perspective. 6th ed. Singapore: Pearson.
JOURNAL REFERENCES:
Journal of Retailing
International Journal of Retail and Distribution Management
Journal of Retailing and Consumer Services
Euromonitor
The Edge magazine articles on retailing
ONLINE SUPPORT
Taylor’s University provides a programme website (TIMeS) to allow students convenient access to
module resources. Materials available include:
Module Information Booklet
Study Guide
Lecture slides
Assignment Cover Sheet
Assignment Feedback Form
Other information pertaining to this module
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ASSESSMENTS
ASSESSMENT SUMMARY
ASSESSMENT DETAILS:
The continuous assessment component for this module shall comprise of:
15% Essay Writing Assignment
Uniqlo operates a chain of retail stores in Malaysia and originates from Japan. Visit the
website of Uniqlo Malaysia (http://www.uniqlo.com/my/) and examine their operations.
In particular examine their product lines and read other relevant sections very carefully.
(For this assignment you can ignore the online retailing operations of the group in your
discussions.)
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With your understanding of the Retail Marketing concepts learnt in the semester so far
and with information from the named websites and other approved sources, answer
the following questions about Uniqlo Malaysia:
1. Consider the product categories retailed by Uniqlo Malaysia, then choose and
identify any one of the main categories or sub-categories. Next, think of the main
factors that are likely to influence retail shopping behaviour for the chosen
category or sub-category. Analyse and describe any THREE main factors, giving
your reasoning. (500 words) (50 marks)
2. Based upon the analysis in question 1 above, outline any two strategic
implications for Uniqlo Malaysia in terms of its retailing strategy and/or retailing
activities. (300 words) (50 marks)
This assignment will require you to prepare a Retail Analysis Report. Your group will be
assigned an international, renowned retailer chain or group, with a strong presence in
Malaysia. Through this assignment you can demonstrate your understanding of the
critical concepts and frameworks in retail marketing and how they relate to real life
companies in the retail industry.
Groups of four students shall be formed during the tutorial classes by Week 2. Students
who are not members of any group shall be assigned to a group by the tutors. A peer
evaluation (form as per Appendix B3) will be done to ensure quality contribution by all
group members. Any group member who does not contribute to group work may risk
failing this component and the module. A Progress Report will be required in tutorial 7,
failing which marks will be deducted.
The duration for the final examination will be of 3 hours. The final exam will assess topics covered in the
module. Details of the exam (exam format / structure and expectations) will be provided later to students
in the semester.
RESIT ASSESSMENTS
it would mean you have not passed module. In which case, you could be offered a resit attempt for one of
the component or for both components, depending on your final results.
However, note that your right to resit could be forfeited if you have committed any assessment offences,
did not submit a piece of assessed work on time or failed to attend an assessment.
The resit assessment for the continuous assessment component shall be in the form of an assignment,
with a weighting of 50% of the overall module resit assessments.
RESIT EXAMINATION
The resit examination shall form 50% of the overall module resit assessments.
ASSESSMENT OFFENCES
You are to use the Harvard referencing styles consistently for all written assessments. Taylor’s University
treats any acts of dishonesty relating to assessment of University modules very seriously. It is vital that
students acquaint themselves with the University’s policy on assessment offences. Assessment Offences
is defined here as passing off the work of others as one’s own including copying (reproducing or
imitating), cheating, collusion (agreement to deceive, using words or ideas of colleagues or other students
and passing them off as your own), plagiarism and other breaches of assessment or other examination
regulations. Cheating, collusion and plagiarism are the use of unfair means of presenting work for
assessment; aiding another student in the use of unfair means of presenting work for assessment; or
preventing or attempting to prevent another student from being able to be assessed properly.
The University is to check any work submitted by students using text comparison software, for instance
Turnitin. The similarity index produced by the software is an important tool to assess a student’s
performance. However, the index is not the only tool to conclusively determine the existence of breach of
academic integrity. It is important to note that although the rate of similarity may be significantly high or
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otherwise, the lecturer/tutor/instructor is responsible to exercise his or her independent professional
judgement to determine the actual existence of a breach of academic integrity.
Allegations of and investigations into assessment offences will be dealt with in accordance with the
regulations and procedures in force at Taylors University for the module. Where a student is found to
have committed an assessment offence a decision must be taken either to take no further action or to
impose an appropriate penalty which may include failing the student and determining whether or not the
student will be permitted another assessment attempt.
Where it is decided that penalty is to be imposed, the penalty could include one of the followings:
Please refer to Taylor’s Dual Award Programme Guide for details on Assessment Offences.
EXTENUATING CIRCUMSTANCES
Extenuating circumstances are circumstances which are unforeseen, unexpected, significantly disruptive
and beyond a student’s control. The circumstances must relate to a specific piece of assessment or
examination rather than being problems of a kind that affect a year as a whole or parts of it.
his or her performance in an examination or in other assessed work has been adversely affected by
an extenuating circumstance(s), or
his or her ability to attend an examination has been adversely affected by an extenuating
circumstance(s).
could submit an Extenuating Circumstances Form to the Examinations Centre at Taylor’s University. The
form must be accompanied by supporting documentary evidence.
Circumstances that are unlikely to be accepted as extenuating circumstances include the following:
personal illness or disability for which special arrangements are already in place.
colds or know conditions such as hay fever.
normal examination stress or anxiety experienced during revision or the assessment period (unless
corroborated by medical evidence as a chronic condition and undergoing treatment).
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non serious domestic or personal disruptions (eg moving house, change of job, holidays, weddings,
normal job pressure, failed travel arrangements, financial difficulties, oversleeping).
study related circumstances (equipment failure including computing/printer difficulties (unless they
occur in the examination itself), failure to have taken back up copies for work stolen or corrupted,
bunching of deadlines/examinations, missing books, poor time management, misreading the
examination timetable, taking the wrong examination).
ASSIGNMENT GUIDELINES
Expectations
Students are required to refer to the Assignments given in this module, under Assessment Details.
It is your responsibility, if unsure; to make sure you understand plagiarism, so that you do not present any
assessment containing plagiarism. Plagiarism is regarded as a serious issue within the university system
with severe consequences for students who have been found to have plagiarised.
Subject to any specific requirements of external validating or professional bodies, where a student is
found to have committed an assessment offence a decision must be taken either to take no further action
or to impose an appropriate penalty which may include failing the student and determining whether or not
the student will be permitted another assessment attempt.
Where it is decided that penalty is to be imposed, the penalty could include one of the following:
http://www.uwe.ac.uk/library/resources/general/info_study_skills/harvard2.htm
Turnitin Similarity %:
All assignment/s should not exceed 30% in their overall similarity index, which excludes bibliographies
and references, with no more than 5% similarity from each individual source. If this similarity is not
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fulfilled, the module leader will provide adequate justifications and send the assignments to the Academic
Integrity Officer for examination (with reference to University’s Academic Integrity Procedure, clause
4.1.2).
Submission of Assignment
Students are expected to present a paper of professional quality. Prior to submission of the assignment,
check to ensure that at the very least all aspects of the requirements have been addressed, and that
there are no spelling and grammatical errors.
a) A mark of more than 50% for the assignment will be reduced to 50%. This reduced mark will be used
in the calculation of the overall module mark;
b) A mark of 50% or less will stand and be used in the calculation of the overall module mark.
Assignments will not be accepted after the 24 hour window and will be recorded as a non- submission. A
mark of ZERO will be awarded. Please see the section on Non Submission of Assignment below for more
details.
Extension of Deadline
No extension will granted for the assignment, except in the case of extenuating circumstances. Please
refer to the section on Extenuating Circumstances in this booklet, should you like to request for
consideration of extenuating circumstances.
Students, whose application for extenuating circumstances is accepted, will not receive their marks, when
the other students who submitted on time receive theirs.
Note that students are granted only four attempts at a module. If you do not pass the module in the fourth
attempt, you will be excluded from the Dual Award programme.
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MODULE CALENDAR MARCH SEMESTER 2018
LECTURE 01
Chapter 1 Introduction No tutorial
1 26th March Introduction to Retail Nil
to Retailing
Marketing classes
Chapter 13 Operations
Tutorial 4:
LECTURE 05 Dimensions (part) &
The Selling
5 23rd April Store Layout, Design Chapter 18 Establishing
and Image Environment
and Maintaining a Retail
Image (part)
LECTURE 06 Individual
Tutorial 5:
Retail Segmentation, Chapter 3 Strategic Assignment
6 30th April Targeting and Store Layout,
Planning in Retailing due on
Positioning Design and
4th Oct, 12 noon
Image
LEADERSHP WEEK
Tutorial 6:
LECTURE 07 Chapter 10 Site
7 7th May Segmentation,
Retail Location Selection
(online) Targeting and
Positioning
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Chapter 14 Developing
LECTURE 08
Merchandise Plans Progress Report for
Merchandise Tutorial 7:
8 14th May Assortment and Chapter 15 Group Assignment
Retail Location
Selection Implementing due
Merchandise Plans
Tutorial 8:
LECTURE 09 Chapter 17 Pricing in
9 21st May Merchandise
Pricing in Retail Retailing Nil
Marketing Assortment
and Selection
Group
Chapter 18 Establishing Tutorial 10:
LECTURE 11 Store Assignment
11 4th June and Maintaining a Retail Retail
branding due on
Image (part) Promotion and
15th Nov, 12noon
Advertising
E-LEARNING WEEK
Chapter 6 Web, Tutorial 11:
LECTURE 12
12 11th June Technology, Nonstore based and Store branding Nil
Information and non traditional retailing
Electronic Retailing
Tutorial 12:
LECTURE 13 Technology,
18th June Contemporary Issues
13 Information Nil
Issues in retailing I (all chapters)
and Electronic
Retailing
LECTURE 14
Contemporary Issues
14 Tutorial 13: Nil
25th June Issues in retailing II (all chapters)
Course Review
……………………………………………….
Dual Award Programme
………………………………………………..
Fold corner of EACH copy separately and seal to obscure your name
Please complete the form (in capital letters) and attach it securely to the front of your assignment before
submitting your assignment. …………………………………………..
I have read and understood the TU Dual Award Regulations on cheating, plagiarism and collusion. I
declare that this piece of work is my own and does not contain any unacknowledged work from any other
sources.
I authorise the University to test any work submitted by me, using text comparison software, for instances
of plagiarism. I understand this will involve the University or its contractor copying my work and storing it
on a database to be used in future to test work submitted by others.
Note: The attachment of this statement on any electronically submitted assignments will be deemed to
have the same authority as a signed statement.
Signed: Date:
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Appendix A1
You are required to submit your written assignment (the above documents) in a hard copy to the
lecturer/tutor (designated collection box outside the Student Academic Services at Block E Level 2).
Please note that the ‘Late Submission of Work for Assessment’ and ‘Assessment Offences’ regulations
apply to this Assignment (please refer to the section on Submission of Assignment and Assessment
Offences in the MIB or the Dual Award Programme Guide).
1.Professionalism Fails to adhere to Barely adheres to Vaguely adheres to Generally follows Polished report that
of report and report structure, report structure, report structure, report structure, adheres to required
presentation. poorly structured, poorly structured, somewhat grammar acceptable, structure and well
very poor poor grammar. structured, referencing and structured discussion.
(10 %) grammar grammar can be cohesive flow.
improved.
Weaknesses of assignment:
Suggestions to improve:
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List of students (State full name & tutorial group in block capital)
1. ………………………………………. …………………………..
2. ……………………………………………………………………
3. ……………………………………………………………………
4. ……………………………………………………………………
Dual Award Programme
5. ……………………………………………………………………
Group Assignment Cover Sheet
6. ……………………………………………………………………
Fold corner of EACH copy separately and seal to obscure your name
Please complete the form (in capital letters) and attach it securely to the front of your assignment before
submitting your assignment.
Assignment title:
…………………………………………………………………………………………………………………..
We have read and understood the TU Dual Award Regulations on cheating, plagiarism and collusion. We declare that this piece
of work is our own and does not contain any unacknowledged work from any other sources.
We authorise the University to test any work submitted by us, using text comparison software, for instances of plagiarism. We
understand this will involve the University or its contractor copying our work and storing it on a database to be used in future to
test work submitted by others.
Note: The attachment of this statement on any electronically submitted assignments will be deemed to have the same authority
as a signed statement.
Signed: Signed:
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APPENDIX B1
Retail Analysis Report
Retail Marketing BUS3304 / MKT 60904
March Semester 2018
Due Date: 4 June 2018, 12 noon; Week 11
A. The following guidelines must be observed when writing your assignment answer:
1. Work must be type-written using Tahoma, size 12 at 1.5 spacing
2. Expected Length: 2,250 words plus minus 5% not including reference list, tables and Turnitin
report. Marks will be deducted for excessive length.
3. Referencing: You must fully acknowledge the sources of information (books, articles, reports,
etc.) that you use in the completion of the assignment by using the Harvard Referencing System.
You can refer to the link below for information about the Harvard System:
http://www.uwe.ac.uk/library/resources/general/info_study_skills/harvard2.htm
4. A reference list must be attached with your assignment.
5. Word count must be provided at the end of the report.
6. You will need to check your assignment using ‘Turnitin’ for duplication. Any duplication should
be less than 30% or it will constitute as plagiarism. You will need to attach your ‘Turnitin’ report
together with your assignment submission.
Documents for submission in preferred order (if possible DO NOT comb bind)
1. Group Assignment Cover page
2. Marking Rubric
3. Turnitin Report
4. 2,250 words group report with Parts (see item D next page)
5. Reference list
You are required to submit your written assignment (the above documents) hard copy to the lecturer/tutor
(designated collection box outside the Student Academic Services at Block E Level 2).
Please note that the ‘Late Submission of Work for Assessment’ and ‘Assessment Offences’ regulations
apply to this Assignment (please refer to the section on Submission of Assignment and Assessment
Offences in the MIB or the Dual Award Programme Guide).
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D. CONTENTS AND FORMAT (2,250 words plus minus 5%):
According to Uniqlo’s website: “Making the World A Better Place through Responsible Supply Chain
Management, Responsible Products, Responsible Stores and Stronger Communities and Responsibility
towards our Employees ”.
Uniqlo operates a chain of retail stores in Malaysia and originates from Japan.. Visit the website of
Uniqlo Malaysia (http://www.uniqlo.com/my/), and examine their operations. In particular examine
their retailing activities and strategies under the section “Our Model”. (For this assignment you can
ignore the online retailing operations of the group in your discussions.)
With your understanding of the Retail Marketing concepts learnt in the semester and with information
from the named websites and other approved sources, write a report on Uniqlo Japan and Uniqlo
Malaysia - otherwise your report will not be marked. The report must be in three (3) main parts. You must
use headings and subheadings in your report for ease of reading and marking, and include supporting
concepts and frameworks. Suggested word count for each Part/sub part is given below.
Part B. (1,250 words). Analyse and report the following aspects of the retail chain by applying concepts
and/or frameworks as discussed in the Berman and Evans, 2013, 12th edn text.
B1.Retailing concept (by analysing Uniqlo Japan and Uniqlo Malaysia websites) (750 words)
To what extent Uniqlo has successfully applied the Retailing concept? Explain why. (In your discussion
you may use any two or three of the four principles in the Retailing concept)
B2.Positioning for Uniqlo Malaysia (by analysing the website) (250 words)
Assume that you are now the Retail Marketing Manager at Uniqlo Malaysia. Outline the positioning
strategy of the company, giving your reasoning. Suggest a positioning statement in your discussion.
B3.Site location evaluation (by visiting any selected Uniqlo Malaysia retail outlet) (250 words)
Using Figure 10-7 in your text (as given overleaf), rate the (selected) criteria for the outlet.
Based on the ratings, provide an assessment on the strengths and weaknesses of its current location.
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Appendix: copy of Progress Report submitted in tutorial 7.
*Ratings
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APPENDIX B2
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Strengths of assignment:
Weaknesses of assignment
Suggestions to improve:
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APPENDIX B3
Retail Marketing BUS3304 / MKT 60904
RETAIL ANALYSIS REPORT (GROUP 35 %)
August semester 2017
Peer Evaluation Form for Group Work
(to be submitted to tutor in strict confidence)
Instructions to students: Write the name of each of your group members (including yourself) in a separate column. For each
group member, indicate the extent to which you agree with the statement on the left, using a scale of 1-4 (1=strongly
disagree; 2=disagree; 3=agree; 4=strongly agree). Total the numbers (up to one decimal point) in each
column.
[yourself]
Contributes meaningfully to
group discussions.
Demonstrates a cooperative
and supportive attitude.
Contributes significantly to
the success of the assignment.
TOTALS
_____________________________________________________________________________________________
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