Reference no: EM132875802

MKG102 Consumer Behaviour - Laureate International Universities

Case Analysis Report

Learning Outcome 1: Explain the meaning of consumer behaviour and its role in marketing strategy development.
Learning Outcome 2: Apply the concept of the consumer decision-making model to provide insights into consumer buying processes.
Learning Outcome 3: Categorise the needs and wants of consumers and their underlying motivations
Learning Outcome 4: Analyse the psychological processes affecting consumer behaviour.
Learning Outcome 5: Identify social and cultural influences on consumer behaviour.
Learning Outcome 6: Analyse and apply the major consumer attitude models

Instructions:
Students are required to keep a reflective diary of selected consumer activities ideally from Module 1 of semester. This can take the form of field notes on a word/text document, notes on your mobile phone or even audio recordings. During this time you are to log and detail the process behind purchasing three (3) medium to high involvement items. These items may be irregular purchases and involve complex buyer behaviour.

Regular purchases of food, drinks, or other habitual low involvement day-to-day consumption products are excluded from the log. These field notes /recordings will then be used as the basis of compiling Part 1 of the report.

Part 1 - Consumer Decision Making Process
Analyse each of your purchases using the consumer decision-making process model presented in Module 1. You should use a sequential flow of information for each purchase. Some suggestions are offered in terms of topics you may like to consider when completing Part 1.

Need Recognition
What is the perceived problem?
What need is this purchase satisfying?
What is your actual state and what is your desired state?
Is this a ritual purchase or something you have never bought before?
Pre-purchase search / Information sources
What internal or external sources were considered and sought out when making the decision?

Evaluation process
What were the alternatives /what products/services were included in your evoked set? What was excluded? Why?
What evaluative criteria did you use in this purchase?

Purchase
Were you influenced by physical, social or temporal surroundings? Describe any other external influences at the point of purchase.

Post-purchase behaviour
On reflection of the purchase what were your post-purchase evaluations? Were you satisfied /dissatisfied with your purchases? Why?
Did you suffer post purchase cognitive dissonance? If so how did you deal with this post purchase anxiety?
Did the company have any strategies in the post-purchase phase that influenced your decision?
How has the purchase affected your loyalty to the brand purchased?

Part 2: Reflection and Analysis of internal and external influences

In this section try and provide a rationale to your behaviour and consumption experience using relevant consumer behaviour terminology.

Internal Influences
What was your motivation for the purchase? (Think conscious and unconscious needs and use relevant motivational theories to justify). What were the other internal influences at play in your decision making process for each product. Apply other relevant consumer behaviour theory in terms of: Perception, Learning, Attitudes, and Personality topics.

External Influences

Were there any relevant external influences that may have affected your decision (such as social and cultural influences).

It is critical in answering the above criteria that you apply relevant consumer behaviour theory in your assignment. You can either analyse each purchase individually or you could compare or contrast each purchase as you develop the report. You could also choose to integrate the discussion of Part 1 and Part 2 as another approach to complete the report.

You are also encouraged to include any additional consumer behaviour research that has been conducted in the chosen product categories.

Attachment:- Consumer Behaviour.rar