5-step Consumer Decision-Making Process Assignment

Your task

Individually, you are required to submit a 100-word validation step and prepare a 1500-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 assessments in this subject are interrelated.

Assessment Description.

In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to explain consumer behaviour determinants by analysing the role of perception, attitude, and motivation in consumer behaviour.

Assessment Instructions

To help you start all three assessments in this subject on the right track, over the first three weeks of the trimester, your workshop facilitator will engage you and the rest of the class in preliminary discussions about the product or service you would like to choose. Please pay specific attention to your workshop facilitators instructions regarding products/services that are not permissible.

By the end of week 3, you must submit a validation step via MyKBS under the assessments tab > Product/Service Validation icon. In preparing this step, you must explain which product or service you will focus on in all three assessments, when and where you bought this product or service, and what need and want your chosen product or service fulfilled. You will also be required to take a selfie of yourself and your selected product or a selfie of you experiencing the chosen service and upload it in the validation step.

The validation step is worth 5% of your grade in this subject, with 0% awarded for a rejected choice, 2.5% awarded for a partially approved choice, and 5% for an approved choice in full. Please note that you will not be able to submit any other assessment in this subject until your workshop facilitator has approved your choice, so be wise and dont be late.

Once your workshop facilitator has validated your product or service choice, you must prepare a 1500-word written analysis by providing the reader with an in-depth analysis of how you have moved through each consumer decision-making step.

In preparing your written analysis, you will also need to identify any possible issues that may have occurred during this process. Please use the Workshop 2 Student Handout as a starting point for your analysis.

More specifically, you must:

1. Analyse the need and want(s) that led you to research products or services that would address the state of your imbalance.
2. Examine the internal and external sources of information by including screenshots of external sources of information to support your analysis and an indication of all potential alternatives at the end of this section.
3. Evaluate alternatives and narrow down the chosen product or service attributes that fulfil your need and want. You must provide a detailed awareness set diagram to present your findings.
4. Examine available purchase methods to determine how these methods may or could have impacted your decision-making process.
5. Evaluate your post-purchase behaviour by identifying the chosen product or service features that reduce your cognitive dissonance. Please note that in this step, 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 of consumer behaviour discussed in weeks 2 to 4.

You must use at least five (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.

The written analysis is worth 25% of your final grade for this assessment and will serve as the basis for the second and third assessments in this subject.

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