Reference no: EM133629975 , Length: word count:2000

Consumer Behaviour

You are tasked to select a high involvement product or service and utilise need & motivation theory, personality & self-concept theory, as well as perception and attitude theory to discuss the role they played in impacting your experience. On the basis of the analysis, recommendations with respect to improving your attitude towards the retailer need to be made. Recommendations need to be supported by the literature.

Learning Outcome 1: Demonstrate advanced conceptual understanding of consumer behaviour and customer experience management theories and practices.

Learning Outcome 2: Critically analyse the influence of various factors on consumer decision-making and purchasing behaviour.

Learning Outcome 3: Recommend appropriate marketing strategies in a variety of marketing scenarios based on in-depth analysis of consumer behaviour within target markets.

Task

Choose a product (good or service) from a high involvement category that you have purchased (this will represent your selected case).

1. Write a consumer diary chronicling the experience (think about what led you to purchasing the type of product, what made you choose the specific retailer, how the process of the purchase went, what did you think and feel after the purchase and usage of the product/service). You can use first person when tackling this question as it is descriptive in nature.

2. Utilise need and motivation theory to discuss the impact of need and motivation on your experience and purchase behaviour.

3. Utilise personality and self-concept theory to discuss the role they played on the experience and purchase behaviour.

4. Utilise perception theory to analyse your perception of the retailer and of the service and/or product offered (including perception of quality). Utilise SERVQUAL to aid your discussion (utilise e-SERVQUAL if the purchase is purely online).

5. Discuss your attitude towards the retailer prior to the purchase as well as after the purchase. Is there a difference? Utilising the strategies on changing attitudes, provide recommendations on how your attitude towards the retailer can be changed for the better.

Requirements

Grading criteria
Your assessment will be marked according to the following grading criteria:
• Criterion 1: Illustration of the customer diary.
• Criterion 2: Demonstrated understanding and application of the need & motivation theory and its impact on the purchase experience.
• Criterion 3: Demonstrated understanding and application of personality and self-concept theory and its impact on the purchase experience.
• Criterion 4: Demonstrated understanding and application of the perception theory and its impact on the purchase experience.
• Criterion 5: Demonstrated understanding and application of attitude theory and its impact on the purchase experience.
• Criterion 6: Depth of demonstrated critical alignment between recommendations provided and analysis conducted. Depth of justification provided for recommendations.
• Criterion 7: Referencing.