Consumer Decision Making – Purchasing a Backpack

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Consumer Decision Making – Purchasing a Backpack

1. Introduction

This report explores the influence of product attributes on consumer decision making
when buying a hiking bike. The report uses different peer-reviewed sources to support the
theoretical postulations. The report is limited to purchase of backpack alone.
2. Purchase Situation and Target Market Profile

2.1 The product
The selected product is a backpack for mountain hiking. A backpack is medium-high
decision involvement one because it lies in between a low-involvement and a high –involvement.
It is not a low involvement product because it is not routinely purchased and it is a high-
involvement product because it does not involve a lot of value. In addition, most people
purchasing a back pack will have used one at some point in their life so they know about most
aspects of the product.

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Description

ASSESSMENT TASK 2: Consumer Behaviour Report

Individual Assessment- Due 1pm, Week 9 Tuesday : 15/05/2018
35% – Minimum 1000 words
Understanding the consumer decision process and key factors that influence consumer behaviour is
critical for the development of a strategic marketing plan. You are expected to identify a purchase
situation and show the relevant consumer behavioural influences on that purchase situation. The
exact nature of the purchase needs to be confirmed by your lecturer as to its suitability.
The report will consist of the following sections:
1. Introduction: purpose, main data sources, limitations.
2. Purchase Situation and Target Market Profile
2.1 Description of product/service and analysis as to why the purchase is a medium-high
involvement one
2.2 Target Market Profile, i.e., demographic, behavioural and psychographic variables.
3. Factors influencing the Consumer Decision Making Process
A rational model of consumer behaviour is outlined in lectures and in the textbook. Medium-high
involvement purchases require more extensive consideration by consumers at each stage in the
process. Internal and external factors that can influence each stage of the process are diverse and
will vary by product, target market and by individual. Marketers are interested in how these factors
influence the consumer decision process, as this knowledge provides insight into how the marketing
mix elements are developed, and modified, over the life of the product. In the report, you will
analyse one (1) factor that influences consumer behaviour and the consumer decision making
process. You will be required to explore the ramifications of your research for marketing strategy.
Refer to the grading rubric at the end of the subject outline to guide you further on the
requirements. Consumer Decision Making – Purchasing a Backpack.
4. Conclusions
Draw together for the reader the main findings and what these findings mean in relation to the
purpose of the report. The conclusions should be firmly and briefly stated. Do not introduce new
information.
5. Recommendation
Finally, you are required to provide, and fully justify, one (1) recommendation on how the client
might utilise this information in developing, or modifying, current marketing strategy. Consumer Decision Making – Purchasing a Backpack.

Additional Notes
1. Tables, figures and appendices may be used to supply support material for your assignment.
Remember if you use these methods, you must refer to the tables, figures and appendices
and provide the reader with a brief explanation highlighting the main points or implications.
2. The APA referencing method should be used. Only work cited in the text should be included
in the reference list. Personal communication is cited but not included in the list of
references.
3. Your report should be typed, use 1.5 line spacing, justified text, margins: 2.5 cm; typeface:
10-12 font, number pages in the report.
4. Always keep a paper copy of your work as insurance against loss or misadventure. Back-up
your files. Consumer Decision Making – Purchasing a Backpack.

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Consumer Decision Making – Purchasing a Backpack

1. Introduction

This report explores the influence of product attributes on consumer decision making
when buying a hiking bike. The report uses different peer-reviewed sources to support the
theoretical postulations. The report is limited to purchase of backpack alone.
2. Purchase Situation and Target Market Profile

2.1 The product
The selected product is a backpack for mountain hiking. A backpack is medium-high
decision involvement one because it lies in between a low-involvement and a high –involvement.
It is not a low involvement product because it is not routinely purchased and it is a high-
involvement product because it does not involve a lot of value. In addition, most people
purchasing a back pack will have used one at some point in their life so they know about most
aspects of the product…………

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