Analysing the role of motivation

Reference no: EM133670554

Consumer Behaviour and Marketing Psychology

Assessment - Consumer Decision-Making Process

Assessment Description
In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to interpret the broader determinants of consumer behaviour and evaluate different frames of reference by analysing the role of motivation, needs, beliefs and attitudes.

Assessment Instructions
The mini scenario details you must focus on will be available via MyKBS's ‘Scenario generator' button in the subject's assessments tab. Once you click the button, the system will guide you through a few prompting steps, revealing specific details of your customer(s) and their decision-making process.

Based on the details of the mini scenario, you will need to prepare a written response of 800 words (no more). The response should demonstrate your ability to analyse the need(s) and want(s) that may have led your customer to buy specific products or services by incorporating theories and concepts of consumer behaviour discussed in weeks 2 to 3.

Customer: Liam
Customer Description: Liam is a commuter in search of a fuel-efficient hybrid car. He meticulously compares fuel economy ratings, examines resale values, and consults with his mechanic friends before choosing a hybrid vehicle that aligns with his daily commuting requirements.
Product or Sevice: Automotive
Including Cars, electric vehicles, and automotive services. Selected product: Toyota Camry Hybrid car model
Instructions: Based on this scenario analyse the need(s) and want(s) that may have led analyse the nced(s) and want(s) that may have led Liam to buy this hybrid car by considering their potential state of imbalance. Use theories and concepts covered in weeks 2 and 3 to support your analysis. Don't forget to Google search information about the hybrid car Liam bought to inform your analysis.
Remember to submit this handout along with your 500 word written response.

Reference no: EM133670554

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