Consumer decision-making and purchasing behaviour

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Reference no: EM133643512

Consumer Behaviour

The high involvement service experience selected in assessment 1 will create the foundation of the assessment. The external factors influencing the decision-making process (utilising relevant CB theory) need to be analysed. The customer journey map, personal experience at each stage (using the simplified customer journey map) as well as moments of truth (using the prescribed scholarship article) need to be elaborated. On the basis of the analysis, recommendations with respect to improving customer experience need to be made. Recommendations need to be supported by literature.

Learning Outcome 1: Demonstrate advanced conceptual understanding of consumer behaviour and customer experience management theories and practices.

Learning Outcome 2: Critically analyse the influence of various factors on consumer decision-making and purchasing behaviour.

Learning Outcome 3: Demonstrate the ability to evaluate, synthesise and apply innovative approaches, techniques and perspectives to consumer behaviour and customer experience management.

Learning Outcome 4: Recommend appropriate marketing strategies in a variety of marketing scenarios based on in-depth analysis of consumer behaviour within target markets.

Learning Outcome 5: Communicate customer experience knowledge, skills and ideas to others clearly, persuasively and credibly through customer journey mapping, deriving recommendations to enhance customer experience.

Task
This assessment utilises concepts learned in weeks 5-7.
Utilising the same product (good or service) (from a high involvement category) that you discussed in assessment 1:

Question 1. Use the Assessment 2 template to create a Customer Journey Map for the purchase. In your Customer Journey Map:
Elaborate on goals, actions, thoughts and feelings corresponding with your experience during the pre-sale stage (touching on awareness and consideration), sale stage (touching on selection and purchase) and post-purchase stage (touching on satisfaction, loyalty and advocacy).
Assess your experience at each stage ranging from great to negative. Note your reasons.
(The diary created in assessment 1 will create the foundation for you to elaborate on.)

Question 2. What external factors influenced your decision-making process (i.e.. family, socail pressure, culture, stimuli (advertising, etc.), word-of-mouth, country-of-origin)? The theoretical model on decision-making serves as a foundation to tackle this analysis.

Question 3. Outline the Moments of Truth with accompanying emotions (i.e. WOW moments/Pleasure points, Pain Points, and Equity Points) occurring in your Customer Journey (ensure that it matches with the last page of your simplified customer journey map).

Question 4. Conduct a CX Audit of your purchasing experience (based on De Keyser, Verleye, Lemon, Keiningham, and Klaus, 2020 p.17). When conducting the CX Audit, follow the simplified steps outlined below:

(A) Briefly elaborate on touchpoints (focusing only on distinct touchpoints in your journey) identifying their nature; level of control and the stage they occurred.

(B) Assess what contextual influences are at play across these touchpoints and the extent to which current touchpoints are context-adaptive (or not) (i.e. highlight any relevant individual, social, market, and/or environmental contexts pertinent for your purchase).

5. Considering the analysis above, make specific recommendations that you believe would enhance CX (i.e. remedy outlined pain points, remove touchpoints, elevate/improve WOW moments/Please points). Recommendations should be rooted in your analysis (no new issues should be discussed here) and supported by the consumer behaviour literature and empirical evidence. Ensure your recommendations are ethical.

Requirements

Your assessment will be marked according to the following grading criteria:
Criterion 1: Illustration of the customer journey map and assessment of personal experience at each stage.
Criterion 2: Critical analysis of the external factors influencing decision making.
Criterion 3: Application of the CX Audit and elaboration on the moments of truth via the application of the scholarship (De Keyser et al. 2020) article.
Criterion 4: Depth of demonstrated critical alignment between recommendations provided and analysis conducted. Depth of justification provided for recommendations.

Attachment:- Consumer diary and Customer journey.rar

Reference no: EM133643512

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