Reference no: EM132306795

Assignment Task:

You need to choose one of these 2 kitchen appliances -Refrigerator or Cooking Range. As this is a Resit assignment you should choose an appliance other than the one that you had chosen for your main assignment and research Consumer Buying Behaviour for that appliance and produce a report that addresses the following:

a) Description of your chosen appliance.
b) Explain whether it's a low or high involvement purchase.
c) The current consumer / consumption trends for this product category in Oman.
d) The Positioning Strategies followed in this product category and their influence on Consumer Buying behaviour.
e) An evaluation of internal and external factors that influence the buyer behavior for this appliance, using the following model of Consumer buying-decision process: Need Recognition -Information Search - Evaluation of Alternatives - Purchase Decision - Post Purchase Behaviour.

Note: Your application and analysis must be underpinned by relevant academic literature.

Instructions

• This is an individual assessment.
• This assessment has 50% weighting in this module and consists of a submission of a written report.
• The report should not exceed 2500 words. A word count must be presented at the end.
• The report must be presented in Times New Roman font, Font size 12 and 1.5 spacing.
• A Bibliography must be included and Referencing must be in Harvard style.

Marking Scheme:

a) The description of the chosen appliance should identify the company / product brand, product features & specifications and its position within the company's product line and in the overall product category.

b) The analysis should address the money, efforts, risk and time involved while buying that product / brand. The explanation should address how the potential needs / wants of the consumer influence their product/ brand choice in this product category.

c) The report should provide details regarding the current consumer / consumption trends for this product category in Oman. This should identify the Consumer Segments, Buying motives, Frequency of Purchase, Product / Brand Preferences, Consumer Attitudes towards this product category in Oman.

d) The report should analyse how the companies have marketed their brands in this product category. The emphasis should be on the analysis of the positioning strategies followed in this product category in the local market and how these positioning strategies have influenced the consumer perceptions and created favourable or unfavourable attitude towards the brand / product.

c) The evaluation of the internal and the external factors that influence the buyer behaviour of the chosen product/ brand should be comprehensive and should demonstrate an ability to link theory and practice. The internal factors could include (but not limited to) Individual Demographics, Needs / Wants, Motives, Attitudes, Perception, Personality and Learning. The external factors could include (but not limited to) Culture, Social Class, Family, Reference Groups and the state of the Economy.

An effective evaluation would analyse the influence of the chosen factors on each stage of the following Consumer buying-decision process: Need Recognition - Information Search - Evaluation of Alternatives - Purchase Decision - Post Purchase Behaviour.