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Purchases that you are highly involved with. What does this mean? Not habitual purchases – eg not something that you would buy at a supermarket that requires little thought ( baby food would be the exception)
Usually I recommend to students that this assignment should include purchases that are valued over $50 or more. These purchase should require some degree of evaluation of alternatives ( which brand should you buy?). Hopefully there will be 3 + brands that you may be considering.
How many products should you include in the report? A maximum of 4 products from the 10 products recorded in your diary.
What format should the assignment take: A report works well. I would suggest that you use the marking criteria as sub-headings
The diary activity commences in week 2 and runs until week 6. It aims to develop an understanding of key principles of consumer behavior by focusing on the student’s own action as a consumer. Please ensure that purchases that are utilized for the diary are not everyday staples. There should be some degree of purchase involvement from the student.
Diary entries should include details of purchases other than daily staples and should refer to:
What was purchased, why and what alternatives were available
Whether it is something regularly purchased or a new or first time item
What factors influenced the decision to purchase that particular item
On reflection of the purchase what emotions and justifications did you use in the pre and post purchase cycle. Listed below are a few topics you may wish to consider for each section of your diary assignment. These are just thoughts on my part you can use some, all or none of the following. Its up to you
What was purchased?
What is the perceived problem?
What is your actual state and what is your desired state?
Explain the decision making process you went through for each purchase.
How quickly did you move through the decision making process?
Why did each of the decision making processes vary?
Why was it purchased?
What needs is this purchase satisfying?
What level of involvement do you have with the purchase or product category?
What type of decision making was involved?
What were the alternatives?
What products/services were included in your evoked set
What about the inept or inert set?
What evaluative criteria and/or decision rules did you use?
Is this a new product?
Is this a ritual purchase or something you have never bought before?
If it’s a new product how does this affect your decision making process
What influenced you to purchase this product ?
Were you influenced by personal factors.? If so how?
Were you influenced by physical, social or temporal surroundings?
Were there other external influences that persuaded you to make the purchase
What emotions & justifications did you use in the pre purchase?
How did you determine which criteria were important?
Which of the internal influences do you believe had the greatest influence on you? Why?
Did your perception and interpretation of external influences eg marketing affect your decision making? If so how?
What emotions were involved in the pre purchase?
What attitudes did you have to the product or product category before the purchase?
How did you justify the need for the good/service? Did this justification change at the point of purchase?
What emotions & justifications did you use in the post purchase?
What processes did you go through when evaluating your purchases?
Were you satisfied /dissatisfied with your purchases? Why?
Did you suffer post purchase dissonance? If so how did you deal with this post purchase anxiety?
If you were dissatisfied with your purchase how did you justify the purchase
How has the purchase affected your loyalty to the brand purchased?
Would you consider yourself an advocate for the company? What justifications have you used in answering this question?
It is critical in answering the above criteria that you include relevant consumer behaviour theory in your assignment. If you need clarification on any of the above please speak to your lecturer.
Please note that the bulk of the marks in this assignment are in section two of the assignment. Please ensure that the work submitted in this section is commensurate with the marks available
NB: Please ensure that purchases that are utilised for the diary are not everyday staples. There should be some degree of purchase involvement on your behalf.
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