# Consumer Studies Grade 11 Eastern Cape November 2019 Memo > Grade 11 Consumer Studies memorandum from the Eastern Cape November 2019 (English), 15 pages. Read online or download the free PDF. - Page: https://www.hlayiso.com/library/consumer-studies-memo-gr11-nov-2019-english/5cde04d2-c4fa-486d-8d9b-f76fa671987d - Updated: 2026-09-27 - Subject: Consumer Studies - Grade: Grade 11 - Language: English - Document type: Memorandum - Year: 2019 - Exam period: Eastern Cape November - Curriculum: CAPS - Pages: 15 Breadcrumbs: [Home](https://www.hlayiso.com/) › [Library](https://www.hlayiso.com/library) › [Grade 11](https://www.hlayiso.com/library/grade-11) › [Consumer Studies](https://www.hlayiso.com/library/grade-11/consumer-studies) › [Consumer Studies Grade 11 Eastern Cape November 2019 Memo](https://www.hlayiso.com/library/consumer-studies-memo-gr11-nov-2019-english/5cde04d2-c4fa-486d-8d9b-f76fa671987d) ## About this document Consumer Studies · Grade 11 · Eastern Cape November · 2019 · English. Memorandum, 15 pages. Read online or download the PDF. 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Layout, diagrams and tables may not survive extraction. ### Page 1 Downloaded from hlayiso.com NATIONAL SENIOR CERTIFICATE GRADE 11 NOVEMBER 2019 CONSUMER STUDIES MARKING GUIDELINE MARKS: 200 This marking guideline consists of 15 pages. ### Page 2 Downloaded from hlayiso.com 2 CONSUMER STUDIES (EC/NOVEMBER 2019) QUESTION 1 (SHORT QUESTION) 1.1 1.1.1 B (1) 1.1.2 D (1) 1.1.3 A (1) 1.1.4 C (1) 1.1.5 C (1) 1.1.6 A (1) 1.1.7 D (1) 1.1.8 B (1) 1.1.9 A (1) 1.1.10 C (1) 1.1.11 B (1) 1.1.12 D (1) 1.1.13 C (1) 1.1.14 D (1) 1.1.15 C (1) 1.1.16 B (1) 1.1.17 A (1) 1.1.18 A (1) 1.1.19 D (1) 1.1.20 B (1) (20 x 1) (20) 1.2 1.2.1 C (1) 1.2.2 E (1) 1.2.3 G (1) 1.2.4 B (1) 1.2.5 H (1) 1.2.6 D (1) 1.2.7 J (1) 1.2.8 K (1) (8 x 1) (8) 1.3 C D F (Any order) (3 x 1) (3) 1.4 A B E (Any order) (3 x 1) (3) 1.5 1.5.1 Fortification  1.5.2 Basal metabolic rate /BMR 1.5.3 Cross contamination  1.5.4 Chemical contamination  1.5.5 Non-essential / luxury  1.5.6 Gross  (6 x 1) (6) [40] Copyright reserved Please turn over ### Page 3 Downloaded from hlayiso.com (EC/NOVEMBER 2019) CONSUMER STUDIES 3 QUESTION 2: THE CONSUMER 2.1 2.1.1 Product or service Both,  delivering the gift / delivery is a service offered  and the flower bouquet/ flowers and chocolates are the product  (3) 2.1.2 Advantage of online shopping She can:  Do her purchasing outside of normal shopping hours, convenience   Do the purchase from the comfort of her home / from anywhere   Take advantage of lower prices / specials / reduced expenses  Compare prices easily / quickly   Use apps to search for the best price deals   Get more variety / options   Saves time  (Any 1) (1) 2.1.3 CWO (a) Cash with order  (1) (b) Debit cards are considered as a form of cash / accepted as cash  as the transaction pays the seller / business immediately / money deducted immediately from the card holders bank account.  Goods must be paid for when you order them.  (Any 2 x 1) (2) 2.1.4 Right to complain She was within her rights because:  The flowers / gift / bouquet did not look like they did on the online advert / were damaged / the stalks were bent and chocolates missing / they were not in a satisfactory condition / were not of good quality.   They were not delivered on time as it was supposed to arrive on the Sunday / arrive on Monday / service unsatisfactory / company did not honour their agreement / promise.   She had proof when she e-mailed the photo of the bouquet.  (Any 2 x 1) (2) 2.1.5 CPA  It is designed to benefit the consumer   Gives the consumer the right to be heard / to complain   It would protect her from a misleading advert   Fair disclosure of information / the information relating to the flowers was clear   The CPA protects the rights of consumers / It stipulates consumer rights when buying goods and services / outlines key consumer rights  OR accept an example: She had a right to choose the bouquet that she wanted / honest dealings Copryright reserved Please turn over ### Page 4 Downloaded from hlayiso.com 4 CONSUMER STUDIES (EC/NOVEMBER 2019)  Terms and conditions must be fair / It aims at providing fairness between supplier and consumer   It gives the consumer (Nonsindiso) the right to return goods that are “defective” / inferior / you have a right to a quality product  OR accept example: She had a right to flowers in perfect condition and receive a refund of the purchase price provided that the company has a returns policy   A right to the service offered / accountability from the supplier/ delivery on time  (Any 2 x 1) (2) 2.2 Stats SA and expenditure patterns 2.2.1 Purpose of Stats To gather information on:  The people of a country  Their incomes  Spending patterns/expenditure patterns  Crucial data about the population size  Geographic location  Access to services  To plan the way forward / help the future  Learn from past mistakes  Marketing or advertising purposes  Update the CPI / measure inflation Also accept specific examples: Two marks may be awarded To find out where they live, the type of home they live in, urban and non-urban dwellers, their home language, ages, what they spend their money on, access to water and electricity, income and expenditure of different races, people living in different provinces etc. (Any 2 x 1) (2) 2.2.2 Expenditure group: Health  Medical costs have increased / risen   Consumers prioritise essentials like housing and food for survival as more important expenses   Many South Africans cannot afford to go to a doctor for minor ailments or for just a cold  – doctor second highest % increase   They opt to buy over-the-counter / self-medication as they cannot pay for medicines and a consultation   They can only go to the dentists in emergencies / increase above 5%   Medical Aid shows the highest increase at 8,3%   Consumers cannot afford to have medical aid  or they have to opt for a lower cover / level / package so they think twice before a procedure is booked   People will have to rely on visiting the clinics where medication / visits are free  Copyright reserved Please turn over ### Page 5 Downloaded from hlayiso.com (EC/NOVEMBER 2019) CONSUMER STUDIES 5  People will go to state hospitals rather than private hospitals which is more expensive  – increased by 4,5%  NOTE: This marking guideline is a guide. Accept logical reasoning along these lines. Percentages are marked when they are used in conjunction with points. (Any 5 x 1) (5) 2.2.3 Expenditure group: Transport: Higher and lower income groups  The rich (higher income) will still buy new cars, have to maintain/ service them  (tyres) 0,8%   Still continue to travel to work / holiday destinations and still buy petrol   Therefore, transport will stay as one of the main expenses   They will still travel for business so still hire cars on the other side after flying Max. 2  The poor (lower income) will have to pay more for public transport / taxis  as the increase in petrol (0,3%) will increase the fares   They have to get to work so can’t avoid having to put money towards transport  Max. 2 (Percentages are marked when they are used in conjunction with points) (2 x 2) (4) 2.3 Case study: Budget and credit 2.3.1 Advantages  Avoid the debt trap / pay off your debts / live within your means.   To set and reach your financial goals.   To see how much you can afford to spend on things / see how much money you have available   To create a savings plan   To protect you from unexpected expenses.   Stay in control of how your money is spent.   To track your spending and work at reducing some expenses.  Teaches you the value of money.   To cut out unnecessary and impulsive spending.   To see how much credit, you can afford so that you can repay the credit.  (Any 3 x 1) (3) 2.3.2 Consequences of credit  They will pay more in the end for the TV and DSTV explore as they are paying it off / pay interest   They will spend more as they will not qualify for a cash discount   Money that could have been used for other needs is being paid to creditors / you may not have money for more important things   He didn’t need to buy a new TV / buy items you do not need   They may have been exploited and bought a more expensive TV / talked into buying a better model as you are paying in instalments  Copryright reserved Please turn over ### Page 6 Downloaded from hlayiso.com 6 CONSUMER STUDIES (EC/NOVEMBER 2019)  If they do not pay the clothing accounts on time, interest is charged   It is easy to lose control of your spending and buy unnecessary clothing items/ be tempted to buy / too easy to put clothes on a store card when you do not need to have the cash available   Paying off amounts becomes a burden on the budget / easy to exceed budget   May end up unable to pay the credit / debt   Worse case – blacklisted – then you may not be able to obtain credit in the near future   This has led to wasting money that could have been put into savings and earned interest / covered unexpected costs  (Any 3 x 1) (3) 2.3.3 Principle of budgeting: Assess needs and objectives  In a budget cover the needs first then the wants / needs come first / make sure you do need the item and it is not a want   Your basic needs are the first 2 levels on Maslow’s hierarchy / prioritise physical needs, safety and security   Objectives – set your financial goals / save to work towards your goal   Establish whether the family holiday is a short term or long-term goal  (Any 2 x 1) (2) [30] Copyright reserved Please turn over ### Page 7 Downloaded from hlayiso.com (EC/NOVEMBER 2019) CONSUMER STUDIES 7 QUESTION 3: FOOD AND NUTRITION 3.1 Article: Tips to kickstart your health 3.1.1 (a) ONE mineral  Calcium   Magnesium  Iron  Zinc  Manganese (Any 1 x 1) TWO vitamins  Vitamin B2   Riboflavin   Folic acid  Folate  Folacin,  Niacin (B3,B5)  Vitamin A/retinol  Vitamin K (Any 2 x 1) (3) (b) Mango  (1) 3.1.2 Water: Functions (a)  Transports O2 and CO2   Transports nutrients  (Any 1 x 1) (1) (b) Controls the body’s temperature through sweat / perspiration / cools the body / evaporation off the skins surface.  OR Prevents a quick rise in temperature when heat is absorbed  (Any 1 x 1) (1) 3.1.3 Type of carbohydrate (a) Fructose (1) (b) Cooldrink, chocolates, sweets, ice cream, syrup, honey, jam, pastries (Accept any other correct examples) (Any 2 x 1) (2) 3.1.4 Plant proteins (a) Chickpeas, lentils, dried beans, soya bean products, nuts, seeds  (Any 2 x 1) (2) (b) Incomplete /Low biological value  Lacks some of the essential amino acids  Has a lower biological value  Cannot support growth of tissues OR Copryright reserved Please turn over ### Page 8 Downloaded from hlayiso.com 8 CONSUMER STUDIES (EC/NOVEMBER 2019) If the learner answers soya, then mark complete  Complete/High biological value  Has all 8 essential amino acids  Has a high biological value  Can support growth (3) (c) Animal proteins contains saturated fat  and cholesterol  which raises blood cholesterol levels and increase the risk of heart disease  fat also accumulates in the arteries  (Any 3 x 1) Protein rich foods are high in fat e.g. roast chicken has fat in the skin which is high in kJ which can lead to excessive fat accumulation in the body  (Any 3 x 1) (6) 3.1.5 Vitamin supplement  Follow a vegan diet   If very little food is eaten   When you are ill / fighting colds / flu / feeling run down / need to boost your immune system   After surgery / recovering from burn wounds   Elderly people / not eating correctly   On medication which interferes with absorption of vitamins   Pregnant   Recovery after heavy sport / training  (Any 2 x 1) (2) 3.2 Breakfast menus: Pregnant women 3.2.1 Analyse menu for a pregnant woman MENU 2  Orange juice water /fluid /liquid / Vitamin C (ascorbic acid) Omelette / egg protein  / iron Minced meat protein / iron / folic acid /(folate/folacin) Cottage cheese calcium  / vitamin D (calciferol) Whole wheat bread fibre  carbohydrate / energy / folic acid Milk calcium  / vitamin D (calciferol) (1 mark + 6 = 7) (7) 3.2.2 (a) Reasons for alcohol avoidance in pregnancy Alcohol will pass through the placenta to the foetus  Baby born with foetal alcohol syndrome  and her child will have mental retardation / growth retardation / physical deformities / eye changes / facial abnormalities / skeletal joint abnormalities  (Any 2 x 1) (2) (b) Loss of weight in lactating women Breast feeding is demanding and requires energy  Making the volume of milk requires energy  The fat stores accumulated during pregnancy that provide KJ  are been used up  She is not increasing her energy needs enough for demand  (Any 2 x 1) (2) Copyright reserved Please turn over ### Page 9 Downloaded from hlayiso.com (EC/NOVEMBER 2019) CONSUMER STUDIES 9 3.3 Case study: Food contamination 3.3.1 Symptoms Abdominal / stomach cramps  Vomiting  Diarrhoea  Nausea  (Any 3 x 1) (3) 3.3.2 If you vomit or have diarrhoea you lose fluid  the body therefore loses other important minerals / electrolytes / salts / glucose.  (2) 3.3.3 Cause of food poisoning Food at room temperatures / warm temperatures for an extended time / Food not been kept at a cold/cool temperature  NOTE: Do not accept load shedding / power outage (1) 3.3.4 Medical intervention  Put on a drip   Prescribe antibiotics   Medication for vomiting / diarrhea / fever   Given oral rehydration salts  (Any 1 x 1) (1) [40] Copryright reserved Please turn over ### Page 10 Downloaded from hlayiso.com 10 CONSUMER STUDIES (EC/NOVEMBER 2019) QUESTION 4: CLOTHING 4.1 Design principle: Balance 4.1.1 Type of balance A – Informal / asymmetrical  B – Formal / symmetrical  (2) 4.1.2 Informal balance application Either side of the centre point / imaginary centre vertical line  are not the same / non-identical / differ / not a mirror image  but balance visually / carry the same visual weight  The zip on the left sleeve verses the pocket on the right sleeve attract the same amount of attention / balance each other / give the illusion that they are equal / are not the same but occupy the same weighting  (6) 4.2 Design element: Texture 4.2.1 Description and effect of light (a) Picture A = soft, plush, fluffy, hairy  Picture B = smooth, shiny, firm  (2 x 2) (4) (b) Reflect light appear lighter in colour  are more noticeable  (Any 2 x 1) (2) 4.2.2 Definition of texture Describes the surface quality of objects  you can see it and feel it / it can be visual or tactile  (2) 4.3 Body shapes 4.3.1 Body shape for sketch C Inverted triangle / V-frame  (1) 4.3.2 Body shape D This person has a rounded shape in the middle the short jacket  ending in the hip area will draw attention to the waist area  OR A longer jacket will be better as the eye is carried beyond the waistline  and thick thighs. The belt and hemline of the top also bring attention to the middle.  Wear looser fitting clothing.  Attention should be drawn to the shoulders  and the round neckline does not do this.  OR Attention should be drawn away from the middle  such as a lower neckline / v-neck.  (Any 4 x 1) (4) Copyright reserved Please turn over ### Page 11 Downloaded from hlayiso.com (EC/NOVEMBER 2019) CONSUMER STUDIES 11 4.3.3 Body shape A Top C  Attention is bought up to the shoulders to balance the broad hips.  This top brings a horizontal line to broaden the shoulders/ create width / has interesting details at the shoulder.  NOTE: Also accept if they eliminate the other 2 options In A / B the v-neck and vertical stripes draws your eye down taking attention away from the shoulders and narrows them even more. (3) 4.4 Two fabric properties Heat retention is when fabric has the ability to resist the heat passing through  it is a poor conductor of heat.  The fabric will trap the heat so  the jersey in PICTURE A will keep the body warm in winter and on cold days.  Heat conductivity is the ability of the fabric to allow the heat to pass through the fabric.  It is a good conductor of heat.  The heat goes away from the body  so for PICTURE B the dress will be cool on hot summer days.  NOTE: 2 marks for explanation and 1 mark for referring to the picture. (3 + 3) (6) [30] Copryright reserved Please turn over ### Page 12 Downloaded from hlayiso.com 12 CONSUMER STUDIES (EC/NOVEMBER 2019) QUESTION 5: HOUSING AND INTERIOR 5.1 Floorplan 5.1.1 Architectural symbols A – sliding door  B – toilet  (2) 5.1.2 Traffic flow – negative aspects  The traffic flow cuts through a social area (activity area) in the living room / interrupts people watching TV   There is an obstruction from the living room to the kitchen   The dining room table is in the way  (Any 2 x 1) (2) 5.1.3 Work zone  Kitchen   Pantry   Laundry  (Any 2 x 1) (2) 5.1.4 Storage plan Bed table / walk-in closet / area with cupboard/ extra wardrobe / dressing-table / desk NOTE: Accept any logical answer (Any 3) (3) 5.1.5 North facing Bottom  In winter the sun will be on the deck where one entertains and  also come into the living room / Will come into the bedroom and warm it up  Do not accept any other side as there are no windows other than at the bottom (1 mark for position + 2 reasons) (3) 5.2 Sketch 5.2.1 Cool colour scheme (a) The room is too hot  (cool colours give a feeling of coolness) The room is small  (cool colours recede so the room will appear larger) furnishings look smaller The atmosphere you want to create (cool colours – relaxing calm, restful effect) (2) (b) Blue-green and green OR blue-purple and purple OR blue-purple and blue-green  (2) Copyright reserved Please turn over ### Page 13 Downloaded from hlayiso.com (EC/NOVEMBER 2019) CONSUMER STUDIES 13 5.2.2 Dominant shape Rectangular  Window, blinds, bed drawer under bed, mat, spine of books, storage unit, cupboard doors OR Square shape  Picture frames on wall, picture frame on shelf, square shaped storage in storage unit, square play blocks (shape (1)  + (3) examples ) (4) 5.2.3 Use of vertical line The line has been repeated / rhythm through repetition  and will carry your eye to different parts of the room  eye goes from sides of picture frame to blind to window frame to books to pillow, sides of storage unit  to create movement  (4) 5.2.4 High ceiling solutions Change blind fabric to horizontal line  bring in a pelmet,  paint ceiling a darker colour  (2) 5.2.5 Furniture materials – plastic and wood (a) TWO advantages of plastic and wood Strong, durable / long lasting  sturdy  (Any 2 x 1) (2) (b) ONE disadvantage for the use of plastic Not biodegradable, becomes dull after extensive use  (Any 1 x 1) (1) (c) ONE consumer responsibility Shop around  / compare prices  / consider your budget / read the contract  / guarantee  / find a reputable store  / find out about stores return policy,  If buying on credit, find out about credit terms,  / Check for extra charges e.g. delivery,  check furniture construction  (Any 1 x 1) (1) [30] Copryright reserved Please turn over ### Page 14 Downloaded from hlayiso.com 14 CONSUMER STUDIES (EC/NOVEMBER 2019) QUESTION 6: ENTREPRENEURSHIP 6.1 Case study 6.1.1 Business idea She had the passion  She was careful / wise with finances (rented a stall rather than renting more expensive shop space)  Did her calculations  (Any 1 x 1) (1) 6.1.2 Concept testing Introducing the product to the consumer  and finding out what they think of it  for e.g. when she handed out the questionnaire  (2) 6.1.3 Marketing mix Place  – craft market  Product  – Mix it yourself healthy bread packs  Price  – R25,00  People  – Those who will buy the bread  (Any 3 + 3) (6) 6.1.4 Core principles of marketing (a) Target specific market By carrying out the questionnaire / finding out the specific needs of the consumer  she could focus on their needs / satisfy their needs / have the right product  She could attract them with a different kind of product / stands out from the usual  Save unnecessary expenses and cost  (Any 2 x 1) (2) (b) Grow networks and build relationship She believed that building long term relationships with both suppliers and customers / communication  is important This will keep customers coming back / remaining loyal  ensure success  advertising by word of mouth a spin off for her  (Any 2 x 1) (2) 6.1.5 Product life cycle (stages) Introduction stage  Sales low  Customers need to become aware of the product / do not know about it  Emphasis is on building a demand for the product / establish a market  Need to advertise it  Advertising costs high  (Stage – 1) (Any 2 facts – 2) (3) Copyright reserved Please turn over ### Page 15 Downloaded from hlayiso.com (EC/NOVEMBER 2019) CONSUMER STUDIES 15 6.1.6 Advice Lesley would need to advertise again  as at the maturity stage there are other competitors competing for the market share  and her customers need to be reminded about her product  To stimulate interest,  she can bring out a new flavour of bread mix / variation of her range / improve her product / and then adapt the product  Change the packaging / the box  She can take note of her competitors to be aware how she will regain the competitive edge  She can do another survey with the customer to get feedback  to be aware of the new trends  (Any 6 x 1) (6) NOTE: Deduct 1 mark if not written in paragraph form 6.2 Calculations 6.2.1 Type of expense: petrol overheads  or variable (1) 6.2.2 65% Profit R65,00 + R25,00 = R90,00  165 R90,00 x = R58,50  100 R90,00 + R58,50 = R148,50  ÷ 5  = R29,70  OR R65,00 + R25,00 = R90,00  ÷ 5  = R18,00  165 R18,00 x = R11,50  100 R18,00 + R11,70 = R29,70  (5) NOTE: -1 if the ‘R’ value is not indicated as part of the answer 6.2.3 Profit 20 containers R11,70 x 20  = R234,00  OR R58,50 (5 boxes) x 4  = R234,00  NOTE: If the ‘R’ value is not indicated as part of the answer (2) [30] TOTAL: 200 Copryright reserved Please turn over ## Related documents - [CONSUMER STUDIES GR11 MEMO NOV2018 English](https://www.hlayiso.com/library/consumer-studies-gr11-memo-nov2018-english-2/bd85e5e6-e1e1-4002-af9a-a22992d22683) — Consumer Studies · Memo · 2018 · Eng - [CONSUMER STUDIES 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