MRKT2001 - Consumer Behavior - Consumer Behavior Assignment Help

Assignment Task

Assignment: Researching the consumer decision making process
In this assignment you will be gathering and analysing information (qualitative data) on a product’s target market, to gain an in-depth understanding of how a consumer
goes through each stage of their decision making process. You are required to interview two people who have purchased the same product within the last six months. This product can be either a good or a service. (Your interviews can also be conducted over the phone, via Zoom, Skype where needed.

In this case, you will need to send the informed consent form to your interviewee, have them sign it, and return it to you). In your assignment you will examine the answers to your interviews in relation to the different concepts of the decision-making process. The information that you have gathered will also be used in Assignment 2.

PLEASE NOTE: You will need to ask each of your interviewees to complete and sign the Informed Consent form, which is located on the MySCU site, before you begin
the interview. You need to ensure your interviewees sign the Informed Consent Form. Assignments submitted without the completed signed informed consent forms will not be marked until they are submitted.

Part 1. Background information on the product/service/organisation selected
Provide a brief background to the product you have chosen, and include a brief discussion on the brand/s.

Part 2. Primary research
Interview two consumers who have purchased the same product (good or service) in the last six months. It can be the same brand or different brands.

Based on your findings from the interviews you need to discuss the following:
1. What was purchased
2. Discuss the kind of purchase it was (habitual, limited, extended) and whether it was a low involvement or high involvement decision
3. The decision making process for each of the interviewees.

Your discussion will need to include:
1. A clear overview of the problem
2. What was involved in the information search
3. The evaluative criteria and the consideration set of the consumer and how the consumer made their decision
4. Where and how it was purchased and the environmental triggers happening at this stage of the decision making process
5. What happened at the post evaluative stage.

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