MKG102 – Consumer Behavior

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MKG102 – Consumer Behavior

CONSUMER DECISION MAKING PROCESS – FURNITURE, BACKPACK AND PHONE 2

Consumer Decision Making Process – Furniture, Backpack and Phone
The entire consumer decision making process is a journey through which a customer
considers different factors before making the final purchase decision and evaluates the product
after use (Ling, D'Alessandro, & Winzar, 2015). This report maps out the consumer decision
making process and reflection of the process for the purchase of three products – furniture,
backpack and a phone, which falls within the medium to high involvement items.

Category:

Description

ASSESSMENT BRIEF
Subject Code and Title MKG102 – Consumer Behaviour
Assessment Individual Case Analysis Report
Individual/Group Individual
Length 2500 words (+/- 10%)
Learning Outcomes a) Explain the meaning of consumer behaviour and its

role in marketing strategy development.
b) Apply the concept of the consumer decision-making
model to provide insights into consumer buying
processes.
c) Categorise the needs and wants of consumers and
their underlying motivations
d) Analyse the psychological processes affecting
consumer behaviour.
e) Identify social and cultural influences on consumer
behaviour.
f) Analyse and apply the major consumer attitude
models

Weighting 50%
Total Marks 100 marks
Context:
This assessment is a case analysis of the your own personal consumer behaviour. It aims to
develop an understanding of key principles of consumer behaviour by applying subject
topics and theories to your own thoughts and actions as a consumer. It allows for a valuable
reflection on complex theoretical concepts as well as insight into the role of marketing
strategy in influencing decision-making.
Instructions:
Students are required to keep a reflective diary of selected consumer activities ideally from
Module 1 of semester. This can take the form of field notes on a word/text document, notes
on your mobile phone or even audio recordings. During this time you are to log and detail
the process behind purchasing three (3) medium to high involvement items. These items
may be irregular purchases and involve complex buyer behaviour.

MKG102 Assessment 3_Individual Case Analysis Module 6 Page 2 of 7
Regular purchases of food, drinks, or other habitual low involvement day-to-day
consumption products are excluded from the log. These field notes /recordings will then be
used as the basis of compiling Part 1 of the report.
Part 1 – Consumer Decision Making Process
Analyse each of your purchases using the consumer decision-making process model
presented in Module 1. You should use a sequential flow of information for each purchase.
Some suggestions are offered in terms of topics you may like to consider when completing
Part 1.
Need Recognition
What is the perceived problem?
What need is this purchase satisfying?
What is your actual state and what is your desired state?
Is this a ritual purchase or something you have never bought before?
Pre-purchase search / Information sources
What internal or external sources were considered and sought out when making the
decision?
Evaluation process
What were the alternatives /what products/services were included in your evoked set?
What was excluded? Why?
What evaluative criteria did you use in this purchase?
Purchase
Were you influenced by physical, social or temporal surroundings?
Describe any other external influences at the point of purchase.
Post-purchase behaviour
On reflection of the purchase what were your post-purchase evaluations? Were you
satisfied /dissatisfied with your purchases? Why?
Did you suffer post purchase cognitive dissonance? If so how did you deal with this post
purchase anxiety?
Did the company have any strategies in the post-purchase phase that influenced your
decision?
How has the purchase affected your loyalty to the brand purchased?

MKG102 Assessment 3_Individual Case Analysis Module 6 Page 3 of 7
Part 2: Reflection and Analysis of internal and external influences
In this section try and provide a rationale to your behaviour and consumption experience
using relevant consumer behaviour terminology.
Internal Influences
What was your motivation for the purchase? (Think conscious and unconscious needs and
use relevant motivational theories to justify). What were the other internal influences at
play in your decision making process for each product. Apply other relevant consumer
behaviour theory in terms of: Perception, Learning, Attitudes, and Personality topics.
External Influences
Were there any relevant external influences that may have affected your decision (such as
social and cultural influences).
It is critical in answering the above criteria that you apply relevant consumer behaviour
theory in your assignment. You can either analyse each purchase individually or you could
compare or contrast each purchase as you develop the report. You could also choose to
integrate the discussion of Part 1 and Part 2 as another approach to complete the report.
You are also encouraged to include any additional consumer behaviour research that has
been conducted in the chosen product categories.
If you need clarification on any of the above please speak to your learning facilitator.
Submission Instructions:
 The presentation recommended for this Assessment is REPORT FORMAT.
 An Executive Summary is NOT required, although you should include a Title
Page, a Table of Contents, and use suitable headings for the information
presented. Student Identifier (Name and Number) should be included on the
title page and page numbers should appear on each page of the document.
 The assessment should be submitted in a form and format that would be
acceptable in the business world. All work must be word-processed, spell
checked, grammatically acceptable, and professional in appearance.
 Because of the personal nature of this report it can be written from a 1st person
context.
 All claims and opinions are to be supported by suitable and relevant
marketing and/or theoretical principles;
 Should include a correctly constructed reference list and accompanying in-text
citations as per University guidelines (APA Referencing).
 Can use any combination of narrative, point form, diagrams, graphs, tables or
images to increase the “readability” of the submission.

MKG102 Assessment 3_Individual Case Analysis Module 6 Page 4 of 7
Submit one word or PDF document to Blackboard. The Learning Facilitator will
provide feedback via the Grade Centre in Blackboard. Feedback can be viewed in My
Grades.

MKG102 Assessment 3_Individual Case Analysis Module 6 Page 5 of 7
Learning Rubric: Assessment 3: Individual Case Analysis Report
Assessment
Attributes

Fail
(Unacceptable)
Pass
(Functional)

Credit
(Proficient)

Distinction
(Advanced)

High
Distinction
(Exceptional)

Part 1: Consumer
Decision Making
Process
Applied the
concept of
the
consumer

decision-
making

model to
provide
insights into
consumer
buying
processes.
30%

Stages of the
consumer
decision-making
process not
correctly
identified and
applied to three
consumer
purchases.
Little or no
engagement of
references and
relevant
terminology
and theory in
the discussion.

Stages of the
consumer
decision-making
process
correctly
identified and
applied to three
consumer
purchases.
Some
engagement of
references and
relevant
terminology
and theory in
the discussion.

Good
application of
the stages of
the consumer
decision-making
process applied
to three
consumer
purchases.
Good
engagement of
references and
relevant
terminology
and theory in
the discussion.

Very good
application of
the stages of
the consumer
decision-making
process applied
to three
consumer
purchases. Very
good
engagement of
a wide variety
of references
and relevant
terminology
and theory in
the discussion.

Outstanding
application of
the stages of
the consumer

decision-
making

process
applied to
three
consumer
purchases.
Outstanding
engagement
of a wide
variety of
references and
relevant
terminology
and theory in
the discussion.
Excellent
insightful
analysis.

Part 2: Internal
and External
Influences
Appropriately
applied
consumer
behaviour
theory to
provide
insights into
consumer
buying
processes.
50%

Little or no effort
to analyse
influences
(internal and
external) on
consumer
behaviour and
applied little or
no consumer
behaviour theory
and terminology
in the discussion.

Demonstrated a
satisfactory
effort to analyse
influences
(internal and
external) on
consumer
behaviour and
applied some
consumer
behaviour theory
and terminology
in the discussion.

Demonstrated a
good effort to
critically analyse
influences
(internal and
external) on
consumer
behaviour and
good application
of consumer
behaviour theory
and terminology
in the discussion.
Some good
insights into
consumer buying
processes and
good support
from quality
references.

Demonstrated a
very good effort
to critically
analyse
influences
(internal and
external) on
consumer
behaviour and
very good
application of
consumer
behaviour theory
and terminology
in the discussion
across a wide
range of relevant
topics. Some
very good
insights into
consumer buying

Demonstrated
an outstanding
effort to critically
analyse
influences
(internal and
external) on
consumer
behaviour and
outstanding
application of
consumer
behaviour theory
and terminology
in the discussion
across a wide
range of relevant
topics. Some
excellent insights
into consumer
buying processes

MKG102 Assessment 3_Individual Case Analysis Module 6 Page 6 of 7

processes and
good support
from quality
references. Very
good
engagement of
coursework
concepts.

and excellent
support from
quality
references. Very
good
engagement of
coursework
concepts and
outstanding
insight into
consumer buying
processes.

Presentation and
referencing
Appropriate
(length &
content)
Professional
standard of
writing style,
grammar,
spelling and
editing.
Professional
report
presentation
following
submission
instructions.
Correctly
referenced.
20%

Unprofessional
writing
standard.
Major spelling
and
grammatical
errors
throughout
the
submission.
Major
inconsistencies
with
submission
instructions.
Limited or no
in-text
referencing.
Overall report
presentation
poor. Few or
no references
used.

Writing
standard
satisfactory.
Minor spelling
and
grammatical
errors
throughout
the
submission.
Minor
inconsistencies
with
submission
instructions.
Limited in-text
referencing.
Overall report
presentation
adequate.
Limited
references
used.

Good writing
standard. Few
spelling and
grammatical
errors
throughout
the
submission.
Few or no
inconsistencies
with
submission
instructions.
Good in-text
referencing.
Good overall
report
presentation.
Good variety
of references
used.

Writing
standard very
good. No
spelling and
grammatical
errors
throughout
the
submission.
No
inconsistencies
with
submission
instructions.

Very good in-
text

referencing
and support
from academic
sources.
Overall report
presentation
very good.
Wide variety
of quality
references
used.

Information
provided and
writing level
excellent. No
spelling and
grammatical
errors
throughout
the
submission.
No
inconsistencies
with
submission
instructions.

Excellent in-
text

referencing
and support
from
references.
Overall report
presentation
excellent.
Excellent
variety of
quality
references
used.

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CONSUMER DECISION MAKING PROCESS – FURNITURE, BACKPACK AND PHONE 2

Consumer Decision Making Process – Furniture, Backpack and Phone
The entire consumer decision making process is a journey through which a customer
considers different factors before making the final purchase decision and evaluates the product
after use (Ling, D'Alessandro, & Winzar, 2015). This report maps out the consumer decision
making process and reflection of the process for the purchase of three products – furniture,
backpack and a phone, which falls within the medium to high involvement items………………..

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