Reference no: EM133506003

Consumer Behaviour and Marketing Psychology

Assessment - Consumer Decision-Making Process

Product - it's men's winter gloves

Your task

Individually, you are required to submit a 100-word validation step and prepare a 1500-word written analysis, in which you must critically analyse your recent purchase of a product or service based on the 5-step Consumer Decision-Making Process. Please note that you will need to use the same product or service in this subject's second and third assessments, as all assessments are interconnected.

Assessment Description
In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to explain consumer behaviour determinants by analysing the role of perception, attitude, and motivation in consumer behaviour.

Once your workshop facilitator has validated your product or service choice, you must prepare a 1500-word written analysis by giving the reader an in-depth analysis of how you have moved through each consumer decision-making step.

In preparing your written analysis, you will also need to identify any possible issues that may have occurred during this process. Please use the ‘Workshop 2 Student Handout' as a starting point for your analysis.

More specifically, you must:

Question 1. Analyse the need and want(s) that led you to research products or services that would address the state of your imbalance.

Question 2. Examine the internal and external sources of information by including screenshots of external sources of information to support your analysis and an indication of all potential alternatives at the end of this section.

Question 3. Evaluate alternatives and narrow down the chosen product or service attributes that fulfil your need and want. You must provide a detailed awareness set diagram to present your findings.

Question 4. Examine available purchase methods to determine how these methods may or could have impacted your decision-making process.

Question 5. Evaluate your post-purchase behaviour by identifying the chosen product or service features that reduce your cognitive dissonance. Please note that in this step, customer satisfaction should not be considered.

The findings presented in the written analysis must be based on primary research and should be reinforced by examining relevant secondary data. You must also incorporate theories and concepts of consumer behaviour discussed in weeks 2 to 4.

You must use at least five (5) sources of information and reference these in accordance with the Kaplan Harvard Referencing Style.