The consumer decision making process for a major purchase

Course : Consumer Behaviour

Assessment item 3—Assignment

Due date:	23 April 2006	ASSESSMENT
Weighting:	50%       Reference: Harvard Style	3
Length:	3000 words maximum (excluding appendices and references)

 

This assignment requires an analysis of the consumer decision making process for a major purchase – your choice between a new car or an overseas vacation.  Your analysis MUST be based on reality, that is, you are required to research this topic with someone who has recently made such a decision.  The assignment should be in report format. Your analysis will integrate a number of elements covered by this course, namely:

·                    Demographics – how was the decision impacted upon by the demographic characteristics of the person?

·                    What were the motivations underlying the purchase and the particular choice made?

·                    Learning – how did they acquire and utilise the information required to make the decision?

·                    Group/Family influence – who influenced the decision, what roles did they play?

·                    Culture – did culture or subculture play a role in the decision that was made? What was the influence and how did it occur?

You must relate each issue back to the appropriate theories covered in the respective modules, for example:

- under groups and family you may encounter influence by particular reference groups that require analysis, different family members may have played different roles as per theory, that will require discussion. 

It is important to avoid being descriptive rather than analytical in this assignment.  It is not sufficient to say that information was accessed from TV advertising and Internet before the decision was made – you must analyse which learning theories were at play in that instance.

 

Assessment criteria

Marks out of 50

 

a)             Demographic Influences                                                                          /7

- identify and discuss demographic characteristics relevant to the decision

- analyse within context of appropriate theory

 

b)             Motivation                                                                                                /6

- Discuss the motivations identified by the respondent

- Identify any possible underlying motivations

- Analyse in relation to appropriate motivation theory

 

c)             Learning                                                                                                   /7

- Discuss sources of information and learning identified by the respondent

- Analyse appropriate learning theory involved.

 

d)             Group and Family Influences                                                                   /15

- Discuss any identified reference group influences

- Identify and justify any other reference group influences you feel may have been involved

- Discuss within context of reference group theory

- Did other family members get involved in the decision process?  What roles did they play and how did they influence proceedings?

- Analyse within context of decision role theory.

 

e)             Culture and Subcultural Influences                                                         /10

- Discuss any identified role culture may have played in the decision process

- Discuss any role particular subcultures may have played in the decision

- Analyse within context of related theory

 

Report structure – introduction, conclusion, presentation etc                                 /5

Total                                                                 /50