MBA404 Consumer Behaviour and Marketing Psychology

Task:

Before making a choice, please conduct preliminary research first to determine the availability of information. If you find that the number of sources about your chosen product or service is limited, please consult your workshop facilitator to discuss an alternative option.

Once you have chosen your product or service, your task is to record a narration of each of the steps of the  Consumer Decision Making Process on video and provide the viewer with an in-depth critical analysis of how  you have moved through each of the steps. In your analysis, you will need to explain and demonstrate the  steps, along with your identification of any possible issues that occurred during this process. The findings  presented in the video must be based on primary research and can be reinforced by analysis of relevant  secondary data. In addition to this, your analysis must incorporate theories and concepts related to consumer behaviour discussed in the topics from weeks 2 to 5. More specifically:

1. Identify and analyse the need and want that led you to the purchase of the chosen product or service.
2. Identify and examine the internal and external sources of information that you used in making your decision to buy the chosen product or service.
3. Evaluate alternatives and narrow down the attributes of the chosen product or service that satisfy your need and want.
4. Identify and analyse available purchase methods to determine how these methods impacted on your  decision-making process.
5. Analyse your post-purchase behaviour by identifying the features of the chosen product or service that reduce cognitive dissonance.

You are required to use at least 10 sources of information and use Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles.

Academic Integrity Policy

KBS values academic integrity. All students must understand the meaning and consequences of  cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.

What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?