Reference no: EM132592660 , Length: word count:100

MBA404 Consumer Behaviour and Marketing Psychology - Kaplan Business School

Assessment - Validation Approval of Product/Service and 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, electronic and clothing products by global brands such as Apple, Samsung, Nike, and the likes should not be used.

Assessment Description
In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour by demonstrating an understanding of the theories and concepts learned in weeks 1 to 4.

Assessment Instructions
Over the first three weeks of your trimester, your workshop facilitators will engage the class in preliminary discussions about the product or service that you would like to focus on in all of the assessments in this subject.

To make an informed 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 3 you are required to provide 100 words written statement outlining the chosen product or service that you will be analysing in assessment 1, 2, and 3 to your workshop facilitator via MyKBS, under ‘assessments tab' > ‘Product/Service Validation' icon. In providing this statement, you must include the main reason why you have purchased this product or service and from where. You will also need to outline your intended approach to finding 10 survey participants for the second assessment who have also purchased the same product or service as you. Please read the assessment 2 guide in full to ensure that you understand what you will need to do.

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 five 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, you must incorporate theories and concepts related to consumer behaviour discussed in the topics from weeks 1 to 4. More specifically, you are asked to:

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

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.

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

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

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

You are required to use at least 5 sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your video.

Attachment:- Consumer Behaviour and Marketing Psychology.rar