Tuesday, June 16, 2015


Question 1   
You are advised to spend about 40 minutes on this task.
Using only the information given, write about the findings of a survey conducted on consumers’ choice of venues for grocery shopping in 1985 and 2010. In your writing, you are to link the information given in the two visuals. You should write 150 to 200 words. 

Consumers' choice of venues for grocery shopping in 1985 and 2010
The stimuli present a bar graph on 'Places Where Consumers Buy Their Groceries' and a table on 'Characteristics of Shopping Venues in 2010'. Generally, majority of consumers prefer to shop in supermarkets that have customer-friendly characteristics compared to quarter of a century ago where people favoured wet markets.

The grocery shopping trend has evolved over the last 25 years based on the data in Figure 1. There is a significant increase of 55% of consumers visiting supermarkets in 2010 (60%) compared to 5% in 1985. This is attributed to the positive characteristics of supermarkets which are more comfortable, convenient and offering big discounts and variety. Also showing a rising trend is a 3% increase in consumers visiting 24-hour stores because of its convenience.
Meanwhile, night markets seem to show a consistent trend stabilising at 11% both in 1985 and 2010. The most substantial decline can be seen in the deteriorating percentage of consumers visiting wet markets from 45% to 14% (difference of 31%) followed by 27% difference for grocery stores. The table indicates that while negotiable price and personalised service are key characteristics of grocery stores and wet markets, these venues seem to lose customers to venues that offer more appealing characteristics.

In conclusion, venues like supermarkets with better characteristics in terms of discounts, variety and services are more likely to win over customers.


Question 1                                                                                                                         
You are advised to spend about 40 minutes on this task.
A survey was earned out on two different age groups of professionals to determine what they consider to be the main goals for the year ahead. Using only the information provided, write about the results of the survey. In your writing, you are to link the profile of the professionals with their goals. You should write 150 to 200 words. 

Profile of Professionals & Main Goals for the Year Ahead by Age Group
The stimuli present a table on profiles of professionals and another on their main goals for the year ahead. In general, the youngsters focus on accumulating wealth while the more affluent older group can afford to concentrate on health.

Based on the information provided, the profile of a professional from the 18 to 27 years age group are mainly junior executives who have worked an average of 5 years and 40% are married. They only earn RM3000 and their main goal is to make more money. Also top on their list is to improve their technology and communication skills rather than saving money or spending time with family.

The profile of an older professional is completely opposite as these 46 to 55 year olds hold the position of senior manager with 20 years experience and earn more than triple a junior executive’s salary. 95% are married therefore their priorities have changed to focus on being more healthy, saving money and spending family time rather than on new friendships.

In conclusion, the two groups have very different goals for the year ahead as the juniors prioritise money and skills while the mostly married seniors concentrate on health, savings and family.