COLLEGE OF LAW AND MANAGEMENT STUDIES

SCHOOL OF MANAGEMENT, INFORMATION TECHNOLOGY AND GOVERNANCE

CONSUMER BEHAVIOUR [MARK301]

ASSIGNMENT 2023
WESTVILLE & HOWARD COLLEGE CAMPUSES

ASSIGNMENT DETAILS AND GUIDELINES

You will be required to submit a GROUP ASSIGNMENT (minimum 4 and maximum 6 members per
group) which will contribute 20% to your final mark.

TOPIC: Rise of super-apps in Africa

Following in the footsteps of international trailblazers, super-apps in Africa
are gaining momentum. Enterprises are seeing the benefit of building
products set to compete with their foreign counterparts. The increasing
popularity has been initiated by a new group of young internet users. At
the end of last year, African internet users were sitting around 565 million,
which is six times more than in 2010.

Additionally, 70% of those internet users were accessing the web via their
mobile devices. Large enterprises are applying this catch-them-young
strategy when preparing and creating super- apps, this is because the
average age of an internet user in Africa ranges from 18 – 30 years old,
which is much younger than the global average.

If we focus the lens on South Africa specifically, Avo was one of the very
first super-apps launched in the country and is powered by Nedbank. The
app launched in the throngs of Covid, and although they had no plans of
launching a platform while the country went through a lockdown it was the
key catalyst for its growth. Avo gave its users access to e-commerce and
food-delivery services, and because of this “perfect” timing, it was able to
scale pretty rapidly during this period.
Super-apps essentially provide an ecosystem of apps under one roof. A

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 predominance of super-apps have one common thread - they were built off
a core service offering e.g. Grab in Singapore, and WeChat in China.

REQUIREMENTS: The consumer decision-making model comprises

of 3 components viz. the input, process and output. It can be argued
that the process stage is concerned with how consumers make their
decisions.
As relatively new online shoppers, left with little choice but to
embrace online shopping during the Covid pandemic, explain how
you would fully use these 3 components of the decision-making
model, especially the all-important process stage, to assist you in
your decision to consider the switch to super apps. Please use
practical examples to explain.

SUBMISSION Due Date: TUESDAY the 25th April 2023 before 10h00.
DETAILS
Venues for submission:

Howard College: Volente Rushin Govender’s office, Room: F200 –

Memorial Tower Building, Howard College Campus.

Westville Campus: Precious Magudulela’s office, Room: M 232 – Level 2,

M-Block, Westville Campus.

Assignments submitted after the due date will be penalised. 5% will be

deducted for each day that the assignment is late (including weekends),
up to a maximum of 20 days. If assignment marks are released before 20
days and your assignment has not been submitted by the date that marks
are released, your group will be given zero.

TURNITIN LOGIN DETAILS:

CLASS ID: 37825487

ENROLLMENT PASSWORD: MARK301
NAME OF COURSE: CONSUMER BEHAVIOUR

The following will not be accepted as excuses for late submission of

assignments:
• The file was accidentally deleted or my computer crashed.
[Response from Lecturer: You should have backup copies]
• The person who was supposed to submit the assignment did
not do so.
[Response from Lecturer: All group members should have a
hard or electronic copy of the assignment and should check
with the designated group member whether the assignment

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 has been submitted – if not, another group member should
hand in a copy]
• There were long queues at the LAN and / or problems with the
printers.
[Response from Lecturer: Do not leave printing of your
assignment until the day of submission]
• I lost contact with my group members.
[Response from Lecturer: The onus is on students to form
their own groups and maintain contact with one another on
a regular basis to ensure that the group assignment is
completed timeously]

You will be required to sign a submission schedule upon handing in your

assignment. To avoid congestion in office spaces, only the group leader
should be responsible for submission, and will sign on the group’s behalf.

LENGTH MAXIMUM of 10 TYPED pages. Typed in 1.5 line spacing using 12-
font size in Times New Roman or Arial. This excludes the reference list
(the Harvard system of referencing must be used), the cover page,
contents page and appendices. NB: Your group assignment can be less
than 10 pages but not lesser than 8. You will be awarded marks for the
quality of the work presented as opposed to the quantity.

ADDITIONAL All assignments handed in for assessment must be TYPED and neatly
INFORMATION presented. No hand-written or emailed submissions will be accepted.

Please do not use “flip files” with plastic pockets to present your
assignment, as this makes it difficult to access and mark pages.

It is imperative that each group take a draft of their assignment to the

Writing Place for comments / feedback. All group members must attend
the consultation. The Writing Place will provide you with valuable feedback
on your draft that is likely to help you improve your final version and thus
probably earn you a higher mark.

Please note that a haphazard listing of ‘points’, a sketchy outline or a

verbal description of what you hope to do in your assignment does NOT
constitute a draft. A draft is a written document in the required assignment
structure, (i.e. including introduction, conclusion, references etc) that
addresses the given topic. The function of the Writing Place is to provide
feedback on how well you are meeting the requirements of the
assignments – obviously the more ‘complete’ your draft is, the better the
quality of feedback that you will receive.

Please note that the Writing Place operates in an advisory capacity and
assists with the structure (not content) of your assignment. The feedback
that you receive during your short 20-minute consultation is likely to help
you to improve on your draft, but should not be taken as a guarantee that
all problems have been identified and that your assignment will necessarily
be awarded a high mark. The Writing Place can only highlight the most
serious issues in the limited time available. The final responsibility for
ensuring that your assignment meets all the requirements rests with you.
Book early – there are sufficient slots IF students start early in the
semester. If left too late, there will be lots of competition for a few slots and

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bookings will be made on a first-come-first-serve basis. Another advantage
of booking early is that you will have sufficient time to revise your
assignment based on the feedback you receive. The penalty for booking
and not turning up is that you can’t reschedule until other groups have
been accommodated.

All assignments must be accompanied by a signed declaration that

the work submitted is your own and is not plagiarised in any way,
and that all group members have made a fair contribution to
developing the assignment. This declaration is included on the
standard cover sheet that must be used for this assignment (REFER
TO PAGES 5 AND 6 OF THIS DOCUMENT).

Plagiarism, which can be described as the use of somebody else’s words

or ideas as if they were your own, is regarded as a serious offence for
which UKZN has disciplinary procedures and penalties in place. (You will
find UKZN’s plagiarism policy and procedures at
http://utlo.ukzn.ac.za/UniversityTeachingLearningPoliciesandProced.aspx).
Students guilty of plagiarism may be given a mark of zero for the relevant
piece of work, have an entry added onto their academic record and/or may
be referred to the student Disciplinary Court. Students have in the past
been expelled from the University as a result of cheating or plagiarism
offences.

At the same time, however, university students are required to read, to do

research and to indicate in their writing that they are aware of the scholarly
body of knowledge to which their work relates.

Submit your final drafts to Turnitin anti-plagiarism software to first

generate a report. The front page of the report only must be attached
to the assignment and should not exceed 10%. In the event of the
final result being in excess of 10% penalties will accrue and action
will be undertaken by the School and University against the
respective groups of students for submitting plagiarized work.

Please see the Academic Development Officers (ADOs) for

assistance on how to access the Turnitin software.

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ASSIGNMENT ASSESSMENT SHEET

This assignment assessment sheet has been included in order to give you a clear idea of the assessment
criteria for the assignment i.e. what markers will be looking for. Please familiarise yourself with these
criteria before beginning your assignment AND refer to them while in the process of writing your
assignment to check that you are doing what is expected of you.

STUDENT(S) MARK (%)

MARKER TO ENSURE THAT A DRAFT (STAMPED AND SIGNED BY A WRITING PLACE CONSULTANT) HAS BEEN
SUBMITTED WITH THE ASSIGNMENT

FOCUS & COVERAGE [30]

Relevant to topic (theory relates to Little relevance
question and contributes to
understanding the issue/area)
Topic covered in depth Superficial treatment of topic
STRUCTURE & ARGUMENT [45]
Independent approach/interpretation Little evidence of originality
Logically developed argument Rambles and lacks continuity
Appropriate links and flow Disjointed
Adequate analysis of subject Descriptive account of subject
Critical evaluation of subject Uncritical account of subject
Accurate presentation of evidence Evidence inaccurate or questionable
SOURCES AND THEIR USE [15]
Sources adequately acknowledged Inadequate acknowledgement
Correct citation of references Incorrect referencing
Effective use of sources Information/figures/tables add little
STYLE AND PRESENTATION [10]
Typed Handwritten
Specified font/size used Disregards formatting requirements
Fluent writing Clumsy expression
Succinct writing Unnecessarily repetitive
Effective paragraphs Over/under length paragraphs
Legible and well set out Untidy and difficult to read
Reasonable length Within Over/under length
maximum/specified length
Grammatical sentences Ungrammatical sentences
Correct spelling throughout Much incorrect spelling
COMMENTS

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 UNIVERSITY OF KWAZULU-NATAL
SCHOOL OF MANAGEMENT, IT & GOVERNANCE
COVER SHEET: GROUP ASSIGNMENT

BEFORE SUBMITTING THIS ASSIGNMENT, PLEASE ENSURE THAT:

• All group members are familiar with the University’s plagiarism policy (see
http://utlo.ukzn.ac.za/Libraries/Policies/Plagiarism_Policy_Procedures.sflb.ashx)
• Your group has run the assignment through Turnitin and has made any necessary
revisions. (Lecturers reserve the right to require the submission of a Turnitin report,
at their discretion)
• All group members have filled in their details in the table below
• All group members have read and signed the declaration below

MODULE NAME MODULE CODE DUE DATE

TUESDAY, 25th APRIL
CONSUMER BEHAVIOUR MARK 301
2023

SURNAME FIRST NAME STUDENT CONTRIBUTION

NUMBER % / DETAILS
STUDENT 1

STUDENT 2

STUDENT 3

STUDENT 4

STUDENT 5

STUDENT 6

 Penalties will be incurred for (a) late submission (b) failure to submit all required components (c) non-
compliance with group composition requirements (without prior written approval from the lecturer).

 Individual group members’ marks may be adjusted based on individual contributions.

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 DECLARATION

We declare that:
• we have read and are familiar with the University’s policy on plagiarism;
• we have checked this assignment to ensure that it contains no instances of
plagiarism;
• where the work of others has been relied upon in this assignment, it has been duly
acknowledged and clearly referenced.

Student 1 Signature:__________________ Date: __________

Student 2 Signature:__________________ Date: __________

Student 3 Signature:__________________ Date: __________

Student 4 Signature:__________________ Date: __________

Student 5 Signature:__________________ Date: __________

Student 6 Signature:__________________ Date: __________