Reference no: EM132822423
MKG102 Consumer Behaviour - Laureate International Universities
Assessment - Forum Participation
Learning Outcome 1: Explain the meaning of consumer behaviour and its role in marketing strategy development.
Learning Outcome 2: Apply the concept of the consumer decision-making model to provide insights into consumer buying processes.
Learning Outcome 3: Categorise the needs and wants of consumers and their underlying motivations
Learning Outcome 4: Analyse the psychological processes affecting consumer behaviour.
Context:
The aim of the forum participation assessment is to provide a framework to encourage student engagement, to encourage collaboration and foster valuable perspectives gained from shared learning experiences. These assessed forums promote critical thinking in the application of theory into practice. Students will be able to reflect on their own efforts, and extend and enrich this reflection by exchanging feedback on their peers' work.
Instructions:
1. Visit a website for a major retailer (e.g. Harvey Norman, Myer etc.,)
2. Identify services, processes and communications available through the website that are designed to facilitate consumer decision-making. Identify and discuss what step in the consumer decision making process (CDMP) model each service, process or communication covers. The steps are 1. Problem recognition 2. Information Search
3. Evaluation of Alternatives 4. Purchase 5. Post-purchase - is there a service, process or communication for each step?
3. Provide any recommendations of any additional communications /services that would assist consumers in their decision-making that are not being offered. Try and justify your recommendation by linking it to the stages of the CDMP itaddresses.
4. Post your response to the discussion forum.
5. After you post you will see everyone else's posts so please read and comment on at least one (1) student post. Students are encouraged to visit the website and read the post to provide meaningful insight and an additional perspective. When constructing your comments, some areas to consider might include:
• Impression of their work and its quality
• Identification of additional issues that may be relevant
• General positive and constructive feedback
• Any general reflections when compared to your own submission
Attachment:- Consumer Behaviour.rar