Reference no: EM132487526

MBA404 - Consumer Behaviour and Marketing Psychology - Kaplan Business School

Assessment - Validation Approval & Video

Your task

Individually, you are required to create a 7 to 8-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. Please note that you will need to use the same product or service in the second and third assessment in this subject as all assignments in this course are interrelated. In addition to this, products or services by market leaders, such as Apple, Samsung, Nike, and the likes should not be used.

Instructions
Before making a choice, please conduct preliminary research first to determine the availability of information. If you find that the number of sources about your chosen product or service is limited, please consult your workshop facilitator to discuss an alternative option.

By the end of week 2 you are required to provide a brief description of the chosen product or service that you will be analysing in assessment 1, assessment 2, and assessment 3 to your workshop facilitator via MyKBS, under ‘assessments tab' > ‘Product/Service Verification' icon. In providing a brief description, you are required to include reasons why you chose this product/service. This validation step is worth 5% of your grade for this assessment, and you will not be able to submit the video until your workshop facilitator has approved your choice, so be wise and don't be late.

Once your workshop facilitator has validated your choice of product or service, you are required 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 with the use of complementary visual aids.

In your video analysis, you 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. In addition to this, your analysis must incorporate theories and concepts related to consumer behaviour discussed in the topics from weeks 1 to 4. More specifically:

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

Question 2. Identify and examine the internal and external sources of information that you used in making your decision to buy the chosen product or service.

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

Question 4. Identify and analyse available purchase methods to determine how these methods impacted on your decision-making process.

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

Question 6. Provide a screenshot of a receipt to validate the purchase of your chosen product or service. If a receipt is not available, then you must include a photo of you using the product or experiencing the service.

Attachment:- Consumer Behaviour and Marketing Psychology.rar