a) Based on the information collected, draw a pie chart to illustrate the proportion of males vs. females. Provide percentages in your pie chart. (2 marks)

b) Draw a pie chart to illustrate the number of age groups you have and also the number of respondents within each age group.Provide percentages in your pie chart. (2 marks)

c) Draw a bar graph to illustrate the respondents’ marital status. Provide percentages in your bar graph. (2 marks)

d) Draw a bar graph to illustrate the respondents’ highest level of education. Provide percentages in your bar graph. (2 marks)

e) Draw a pie chart to show the respondents’ annual income level. Provide percentages in your pie chart. (2 marks)

f) Draw a pie chart to show the respondents’ field of occupation. Provide percentages in your pie chart. (2 marks) Tip: You do not have to expand on the “Others” category.

Question 2: Past experience with Sichuan food and Sichuan as a destination (6 marks)
a) Based on the information collected, draw a pie chart to show how many respondents have tried Sichuan Food before. (2 marks) Tip: Refer to column “PExSF” in your spreadsheet.

b) Based on the information collected, draw a bar graph to show the hometowns of the respondents. (2 marks) Tip: Refer to column “HT” and “HT_TEXT” in your spreadsheet.You do not have to expand on the “Others” category.

c) Based on the information collected, draw a pie chart to show how many respondents have visited the Sichuan Province (e.g. Chengdu) or Chongqing.(2 marks) *Tip: Refer to column“PExD”.
Question 3: Consumer desire for authenticity (18 marks)
a) Calculate and fill in the means (averages) for each of the items below. (4 marks) *Tip: Refer to columns “Ex3_1-3”.

3 Please rate the extent to which you agree to the following statements. Means
a) I physically engage in looking out for new Sichuan restaurants.
b) I seek to experience new Sichuan dishes I have not tried before.
c) I seek to experience Sichuan dishes in different restaurants.

b) Comment on the findings in the above table. Explain the respondents’ behaviour using the concept of involvement.(2 marks)
c) Describe Maslow’s Hierarchy of Needs. (5 marks) Using the example of Sichuan food, explain how consuming food can satisfy ALL of Maslow’s needs. (5 marks)
d) Which need do you think is satisfied by the motivations above? Provide justification for your answer. (2 marks)

Question 4: Consumer behaviour and food consumption (18marks)
a) Explain the hierarchy of effects. Which hierarchy of effects context would be most relevant to you in the case of Sichuan food? (6 marks)

b) What are the three types of reference group influence? What type of reference group influence would affect you when choosing to eat out? Explain. (6 marks)

c) What are the two main types of word of mouth? As a consumer, which type of word-of-mouth is more credible in your decision when choosing to eat out? Explain. (6 marks)
Question 5: Attitudes towards Sichuan food(26 marks)
a) Calculate and fill in the means (averages) for each of the items below. (5 marks) Tip: Refer to columns “ATT_1-11”.

1 Please rate the extent to which you agree to the following statements.
I find Sichuan food: Means
a) appetising
b) aromatic
c) authentic
d) colourful
e) creative
f) delicious
g) different
h) hot
i) innovative
j) spicy
k) tasty
b) Based on the findings from the tables above, comment on the respondents’ overall attitudes towards Sichuan food. Explain how you have come to this conclusion. (4 marks)
c) Define attitude and its three essential elements? Please give an example for each element? (7 marks) Which element(s) is/are being measured in question 5a? Provide justification for your answers. (2 marks)
d) Please describe four functions of consumer attitudes and provide an example for each. (4 marks) Which two functions of consumer attitude do you think are relevant with regards to Sichuan food? Please justify your answers. (4 marks)

Question 6: Improving attitudes towards Sichuan food (10 marks)
Assuming you were part of a consulting firm that has been commissioned by the Sichuan Province Tourism Board. Provide two key marketing strategies that you could use to improve attitudes towards Sichuan food. Please use two types of attitude change theories and provide the various tactics that you would use. (10 marks)
2

control special purchase medicine

Order Description
1. Title Page (on page 1)
2. Abstract – 200-300 words (on page 2)
3. Table of Contents with page numbers (on page 3)
4. Introduction should contain Topic statement & Objective
5. Background / Literature Review (about the topic)
6. Methodology / Approach (research design, procedures)
7. Results
8. Discussion (of the results)
9. Conclusion / Summary (with Recommendations)
10. Appendix / Tables / Stats
11. Resources / References / Bibliography
Note:
• Font: Arial / Times new roman
• Size: 12 pt
• Margin: On all sides 1 inch except on Left side 1 ½ inch.
• Alignment : Flush left
• Spacing: One and half line
• 20 pages max
• Number of copies: 2 (one for submission)
• Number each page as a Footer
• Cover page: Topic/Author/Course/Semester/Date-Year/Organization on Cover page
• Preferred Reference Style for one author (more than 3 use first name with et al):
Pechenik, J.A. (1987) A short guide to biology. Harper Collins Publishers, New York, 194pp
• Within the body of the document use Ref. number only as Superscript (small font) or in brackets.
• Note for Title Page
Title, Author, Statement below Authors name (by Author Name):

a) Based on the information collected, draw a pie chart to illustrate the proportion of males vs. females. Provide percentages in your pie chart. (2 marks)

b) Draw a pie chart to illustrate the number of age groups you have and also the number of respondents within each age group.Provide percentages in your pie chart. (2 marks)

c) Draw a bar graph to illustrate the respondents’ marital status. Provide percentages in your bar graph. (2 marks)

d) Draw a bar graph to illustrate the respondents’ highest level of education. Provide percentages in your bar graph. (2 marks)

e) Draw a pie chart to show the respondents’ annual income level. Provide percentages in your pie chart. (2 marks)

f) Draw a pie chart to show the respondents’ field of occupation. Provide percentages in your pie chart. (2 marks) Tip: You do not have to expand on the “Others” category.

Question 2: Past experience with Sichuan food and Sichuan as a destination (6 marks)
a) Based on the information collected, draw a pie chart to show how many respondents have tried Sichuan Food before. (2 marks) Tip: Refer to column “PExSF” in your spreadsheet.

b) Based on the information collected, draw a bar graph to show the hometowns of the respondents. (2 marks) Tip: Refer to column “HT” and “HT_TEXT” in your spreadsheet.You do not have to expand on the “Others” category.

c) Based on the information collected, draw a pie chart to show how many respondents have visited the Sichuan Province (e.g. Chengdu) or Chongqing.(2 marks) *Tip: Refer to column“PExD”.
Question 3: Consumer desire for authenticity (18 marks)
a) Calculate and fill in the means (averages) for each of the items below. (4 marks) *Tip: Refer to columns “Ex3_1-3”.

3 Please rate the extent to which you agree to the following statements. Means
a) I physically engage in looking out for new Sichuan restaurants.
b) I seek to experience new Sichuan dishes I have not tried before.
c) I seek to experience Sichuan dishes in different restaurants.

b) Comment on the findings in the above table. Explain the respondents’ behaviour using the concept of involvement.(2 marks)
c) Describe Maslow’s Hierarchy of Needs. (5 marks) Using the example of Sichuan food, explain how consuming food can satisfy ALL of Maslow’s needs. (5 marks)
d) Which need do you think is satisfied by the motivations above? Provide justification for your answer. (2 marks)

Question 4: Consumer behaviour and food consumption (18marks)
a) Explain the hierarchy of effects. Which hierarchy of effects context would be most relevant to you in the case of Sichuan food? (6 marks)

b) What are the three types of reference group influence? What type of reference group influence would affect you when choosing to eat out? Explain. (6 marks)

c) What are the two main types of word of mouth? As a consumer, which type of word-of-mouth is more credible in your decision when choosing to eat out? Explain. (6 marks)
Question 5: Attitudes towards Sichuan food(26 marks)
a) Calculate and fill in the means (averages) for each of the items below. (5 marks) Tip: Refer to columns “ATT_1-11”.

1 Please rate the extent to which you agree to the following statements.
I find Sichuan food: Means
a) appetising
b) aromatic
c) authentic
d) colourful
e) creative
f) delicious
g) different
h) hot
i) innovative
j) spicy
k) tasty
b) Based on the findings from the tables above, comment on the respondents’ overall attitudes towards Sichuan food. Explain how you have come to this conclusion. (4 marks)
c) Define attitude and its three essential elements? Please give an example for each element? (7 marks) Which element(s) is/are being measured in question 5a? Provide justification for your answers. (2 marks)
d) Please describe four functions of consumer attitudes and provide an example for each. (4 marks) Which two functions of consumer attitude do you think are relevant with regards to Sichuan food? Please justify your answers. (4 marks)

Question 6: Improving attitudes towards Sichuan food (10 marks)
Assuming you were part of a consulting firm that has been commissioned by the Sichuan Province Tourism Board. Provide two key marketing strategies that you could use to improve attitudes towards Sichuan food. Please use two types of attitude change theories and provide the various tactics that you would use. (10 marks)
2

control special purchase medicine

Order Description
1. Title Page (on page 1)
2. Abstract – 200-300 words (on page 2)
3. Table of Contents with page numbers (on page 3)
4. Introduction should contain Topic statement & Objective
5. Background / Literature Review (about the topic)
6. Methodology / Approach (research design, procedures)
7. Results
8. Discussion (of the results)
9. Conclusion / Summary (with Recommendations)
10. Appendix / Tables / Stats
11. Resources / References / Bibliography
Note:
• Font: Arial / Times new roman
• Size: 12 pt
• Margin: On all sides 1 inch except on Left side 1 ½ inch.
• Alignment : Flush left
• Spacing: One and half line
• 20 pages max
• Number of copies: 2 (one for submission)
• Number each page as a Footer
• Cover page: Topic/Author/Course/Semester/Date-Year/Organization on Cover page
• Preferred Reference Style for one author (more than 3 use first name with et al):
Pechenik, J.A. (1987) A short guide to biology. Harper Collins Publishers, New York, 194pp
• Within the body of the document use Ref. number only as Superscript (small font) or in brackets.
• Note for Title Page
Title, Author, Statement below Authors name (by Author Name):