Grade 10 Consumer Studies: The Consumer, Quarters 1 and 2

Student Name and Surname: Date: Total Marks: 79

Case Study Analysis: Read the following case study and answer the questions that follow.

Restaurant Evaluation

Considerations for the Botha Family:

When the Botha family considers a restaurant, they need to evaluate it with regard to price. The following factors should be taken into account:

The type of service offered.
The location and view of the restaurant.
The atmosphere created by the establishment.
The type of food served—whether local or exotic.
How prices compare with nearby restaurants.
Comparison of portion sizes with other restaurants.
Is there live entertainment available?
Do prices offer good value for money?

Buffet Restaurant Factors:

If they decide on a buffet restaurant, they should consider the following factors during their visit:

Hot food should be maintained in hot food display cabinets or on warmers.
Cold food should be presented on ice or in specially refrigerated cabinets.
Each dish must have its own serving utensils.
Fresh food should be regularly replenished.
Food should be covered or protected in some way.
Plates and cutlery should be clean and dry.

Making a Reservation:

How to go about making a reservation at the restaurant? What does making a reservation mean?

Restaurant reservations function like any other appointment.
They must call ahead to ensure a table is held for them.
If a reservation is made, it should be honored.
Call in advance if they will be more than 15 minutes late.
Cancel as soon as possible if plans change so someone else can reserve that table.
Formal restaurants may also require credit card numbers to hold reservations and may charge a "no-show fee".

Table Manners for Young Children:

The Botha family's children aged 6 and 9 will need to learn some important table manners before attending their grandmother's birthday dinner:

Open your napkin and place it on your lap. When finished, leave it on the table, not on the plate or chair.
Keep elbows off the table; keep your left hand in your lap unless you're using it.
Do not talk with your mouth full.
Chew with your mouth closed.
Guests should engage in conversation politely with everyone.
Do not speak excessively loudly.
Give everyone equal opportunity to speak.
Discuss pleasant topics; avoid discussing religion, politics, or sexual matters.
Never use your napkin to clean messes and don’t touch items that have fallen on the floor.
You may use your napkin to protect against messes and politely ask the waiter/waitress to clean up and bring you another clean napkin or utensils.
Using harsh eating sounds like slurping or burping is considered uncouth. The number one sin of table etiquette!
Never blow your nose at the table; excuse yourself to visit the restroom.
Wash your hands after using the restroom.
Cover your mouth with your napkin when you cough to prevent the spread of germs and muffle the sound. If the coughing becomes uncontrollable, excuse yourself from the table and visit the restroom.
Turn off or set your phone to "silent" or vibrate before sitting down to eat and keep it in your pocket or handbag. It is impolite to answer your phone during the meal.
If you must make or take a call, excuse yourself from the table and step outside.
Do not use a toothpick at the table and do not apply makeup.
Say "excuse me" before leaving the table. Do not say you are going to the restroom.
Do not push your dishes away from you or stack them while finished. Leave plates and glasses where they are.

Type of Decision:

What type of decision will the Botha family make regarding their restaurant choice? Provide a reason for your answer.
It will be a rational decision:

The decisions are thoroughly considered and well planned.
All alternatives are reviewed, and pros and cons are weighed before a final decision is made.
Once a final decision is made, it is evaluated, and if the outcome is unsuccessful, the decision-making model is revisited, and other alternatives are considered to make a different choice.

Restaurant Advertisement Target Market:

Would you say this advertisement's target market is children? Provide a reason for your answer.

No, as the advertisement contains complex language that may be hard for children to read.
There are no bright colors that attract children’s attention.
There are no activities or toys suggested in the advertisement that would attract children's attention.
Any other reason that makes sense.

Is the Restaurant South African Owned?:

Although there is no Proudly South African logo on the advertisement, do you think this restaurant is still inherent to South Africa? Provide a clear reason for your answer.

Yes, the advertisement and restaurant name is in Afrikaans, a language native to South Africa.

Benefits of Shopping at Proudly South African Companies:

What are the benefits of buying from Proudly South African companies?

The more demand there is for South African-produced goods, the more companies must invest in their capacity to produce, resulting in more job opportunities.
By helping to create jobs, we fight crime and poverty.
This in turn attracts more investments and fosters investor confidence.
It integrates South African patriotism.
South African manufacturers can produce quality products and services and identify their products as high-quality, allowing customers who want to buy South African to do so with confidence.
Proudly South African companies are compelled to maintain healthy labor policies, which require fair labor practices.
Proudly South African companies are also expected to support sound environmental practices.
When you purchase Proudly South African goods, your money goes into the local economy, which can positively contribute to your quality of life.
We live in a brand-awareness world; the Proudly South African logo helps project a positive image for ourselves and the rest of the world.

The 5Ps Marketing Model:

Evaluate the advertisement using the 5P marketing model. Mention each of the 5Ps and discuss briefly referring back to the advertisement where possible.

Product: From the advertisement, the product being sold is food and drink. Since it is served in a restaurant, it is not just the product sold but also a service.
Price: Price refers to the amount of money a person pays for the service or product. In the advertisement, the costs may be above average due to the upscale nature of the advertisement and neat presentation of the dish.
Promotion: This includes advertising, sales promotions, referrals, and public relations. Advertising can take place through television, radio, and magazines. Referrals are an informal communication method made by satisfied customers. The given advertisement serves as a form of promotion for the business.
Place: This is also called the distribution channel and refers to where the product can be purchased. This can refer to physical stores or the internet. Here, the product/service can only be obtained at the physical location of the restaurant.
People: The people element refers to yourself, your staff, and your customers. It encompasses different levels of customer service as well as effective communication and training for the staff. To whom are you selling your product/service?

Purpose of Marketing:

What is the objective of marketing?

The purpose of marketing is to understand the consumer and their needs.
To introduce a product/service to the public.
Marketing involves designing, promoting, and pricing a product according to market and consumer needs.
To successfully market, a person must identify consumer needs and work collaboratively with various departments within an organization. By effectively collaborating with departments like purchasing, sales, and finance, it ensures consumer needs are met while generating profits for the organization.

Type of Restaurant:

What type of restaurant is Die Opstal? Include a brief description of such a type of restaurant.
It is a full-service restaurant offering upscale meals with a wide variety of food, drinks, and table service.

Type of Retail Stores

Identification of Store Types:

Which one of the stores above is a specialty store?
Store C (Biltong) is a specialty store.
What is a specialty store? Specialty stores sell one specific item.
Examples include bakeries, music stores, shoe stores, butcheries, etc. These stores offer personal assistance and products of better quality.
Which one of the stores above is a supermarket?
Store A (Checkers) is a supermarket.
What is a supermarket? A self-service store that carries a wide variety of food and household items that are categorized into departments. Supermarkets are larger in size and have a broader range compared to a traditional corner shop but smaller than a hypermarket.
Which one of the stores above is a department store?
Store D (Woolworths) is a department store.
What is a department store? A store that sells a wide range of goods such as clothing, food, cosmetics, small appliances, kitchenware, and linen but in separate departments.
Which one of the stores above is a convenience store?
Store B (Food Mart) is a convenience store.
What is a convenience store? A small store or café that sells limited items like snacks, fast food, drinks, milk, bread, lottery tickets, newspapers, and magazines. Convenience stores that are part of a filling station may also sell road maps.

Shopping Tips for Value:

When shopping, what aspects should you always consider to ensure that you get the best value for your money? List and discuss any THREE that you can think of.
Shop across different stores. Do not consistently shop at the same one. Make purchases at different locations and compare service and prices.

Consumer Types

Comparison of Consumer Personalities:

There are various types of consumers. Compare the following consumer personalities.

Passive Consumer	Aggressive Consumer
Does not stand up for their rights	Assertive, demanding, and high-maintenance.
Easily persuaded, shy and introverted.	Often comes across as hostile and unreasonable.
Appears helpless and lacks confidence.	Pushy and insist on immediate attention.
Dislikes complaining or voicing their opinion.	Doesn’t shy away from expressing complaints.

Other Consumer Personalities:

What other consumer personalities exist?
Consumers who overspend.
Outgoing consumers.
Complaining consumers.
Car-bearing consumers.

Consumer Rights:

In your own words, list ANY FIVE consumer rights.
The right to be heard.
The right to be informed.
The right to safety and protection.
The right to choose.
The right to redress.
The right to consumer education.
The right to a healthy environment.
The right to quality.
The right to fair prices.
The right to fair treatment.

Sustainable Consumption:

Explain the term sustainable consumption.
Sustainable consumption refers to how people utilize the Earth's natural resources to meet their needs while ensuring enough is available for future generations.

Grade 10 Consumer Studies Comprehensive Review

Grade 10 Consumer Studies Comprehensive Review