Reference no: EM132290418

Individual Video Project

Assessment Description

In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour. You are required to create a 7- minute video, in which you must discuss and critically analyse your recent purchase of a product or service based on the 5- step Consumer Decision Making Process.

Your task is to record a narration of each of the steps of the Consumer Decision Making Process on video and provide the viewer with an in-depth critical analysis of how you have moved through each of the steps. In your analysis, you will need to explain and demonstrate the steps along with your identification of any possible issues that occurred during this process. The findings presented in the video must be based on primary research and can be reinforced by analysis of relevant secondary data. Readings from Weeks 1-5 must also support your observations.

Your recording must incorporate theories and concepts related to consumer behaviour discussed in the topics from weeks 1 to 5. More specifically:

1. Identify and analyse the need and want that led to the purchase of the product or service.

2. Identify and examine the internal and external sources of information.

3. Evaluate alternatives and narrow down the attributes of the product or service that satisfy the need or want.

4. Identify and analyse available purchase methods.

5. Analyse your post-purchase behaviour and satisfaction.

You are required to use at least 15 sources of information and use Kaplan Harvard Referencing Style. Wikipedia and other ‘popular' or non-academic sources are not to be used.