Assessment 1 Information
Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title Consumer Decision–Making Process
Assessment Type: Individual online task and written analysis
Length: Online task, i.e., validation: 100 words (no more)
Written Analysis: 1200 words (+/–10% allowable range)
Weighting: 30%
Total Marks: 100
Submission: Online
Your task
Individually, you are required to submit a 100–word validation step and prepare a 1200–word written analysis, in which you must 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 assessments in this subject as all assignments in this course are interrelated.
you are required to prepare a 1200–word written analysis by providing the reader with an in–depth analysis of how you have moved through each of the consumer decision–making steps.
In preparing your written analysis, you will also need to identify any possible issues that may have occurred during this process. Please use ‘Workshop 2 Student Handout’ as a starting point for your analysis
More specifically, you must:
1. Analyse the need and want that led you to purchase the chosen product or service. 2. Examine the internal and external sources of information you used to purchase the chosen product or service. Please include screenshots of external sources of information to support your analysis and indicate your awareness set at the end of this section.
3. Evaluate alternatives and narrow down the chosen product or service attributes that satisfy your need and want. Please provide a detailed evoked set diagram to present your findings.
4. Analyse available purchase methods to determine how these methods impacted your decision–making process.
5. Analyse your post–purchase behaviour by identifying the chosen product or service features that reduce your cognitive dissonance. Please note that in this step, the topic of customer satisfaction should not be considered.
The findings presented in the written analysis must be based on primary research and should be reinforced by examining relevant secondary data. You must also incorporate theories and concepts related to consumer behaviour discussed in weeks 1, 2, 3 and 4.
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, social media sites, 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 written analysis (not included in the word limit). Wikipedia and other ‘popular’ sites are not to be used.