How did you choose a store to buy the product you wanted

Assignment Help Marketing Management

Reference no: EM133339571

Assignment: You need to observe and reflect your ONE high-involvement purchase (more than $130). Analyse the factors that may be influencing you in your five stages of consumer decision making process. You must make relevant recommendations on what marketers can do to better influence your behaviour and experience throughout the purchase and consumption process.

Guiding Questions in your reflection. You do not need to answer every question, only focus on questions that are relevant in your experience:
Date of purchase:
Place of Purchase:
Item Purchased:
Brand Name:
Price:

Problem recognition

How did you recognise a problem? What factors affected your problem recognition?
Did any advertising or promotion influence you? If so, describe?

Information search

How did you do the search? What sources of information did you use? Was word of mouth social media a source of influence?
How did you find out about the product or service?
Where and how should marketers promote the product to get your attention? (for groups of products or a specific product)

Evaluation of alternatives

What criteria did you use when doing the search? Did you use your evoked set of brands when searching for information? Any inert set of brands did you consider as a back-up choice? Why or why not?
How did you judge different brands/products? What decision rule did you use? Specify the decision rule with an equivalent table.
Were online channels good sources of information? How did you use online channels in your search and evaluation? Was social media influential in the evaluation process?
What message should marketers use to persuade you? (for groups of products or a specific product)

Store selection and purchase

How did you choose a store to buy the product you wanted? Was it a physical store or an online store?
Why did you buy a particular product instead of a competing one? Explain?
Did the method of payment have an influence on your buying decision? If so, explain?

Post-purchase

What were your feelings before, during, and after the purchase?
Did you refer the store or product to other people verbally or on social media? Why did you do that or not do that?
How is your experience with usage, after sale customer service and loyalty programs, if any?

Customer journey map and recommendations

Summarize your decision making process by a customer journey map, highlighting gain points and pain points.
In your recommendation, what can the marketers do to reduce your pain points and enhance your gain points, through the stages of consumer decision process? Make sure you use the correct theoretical concepts relating to the five stage of consumer decision making process in your recommendations. You don't need to make recommendations for all the five stages in the decision making process/customer journey. Focus more on pain points and 2-3 recommendations will do.

Reference no: EM133339571

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