MRKT 310 Principles of Marketing

Week
4 Writing Assignment

Part
1 – Consumer Behavior:  How People Make Buying Decisions

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Learning Outcomes

Model of Consumer Behavior:
 Environmental factors.  Student can
use the model of consumer behavior to identify those environmental factors most
likely to affect the consumer decision making for a specific product or
service.

Model of Consumer Behavior:
 Consumer factors.  Student can reference the
model of consumer behavior to identify the consumer factors most likely to
affect the decision making for a specific product or service.

Role of Involvement in purchase
decisions.  Student
can identify the role of consumer involvement applicable to a specific product
or service offering and how that level of involvement affects the type of
decision making.  

Consumer decision-making
process.  Student can identify how
marketing strategy can influence each of the steps in the consumer
decision-making process.  

Directions

• Refer to the product or service you
  selected at the beginning of the semester. This week, you want to take a closer
  look at what consumer factors may be relevant for customers who are considering
  buying your product or service offering.  This will require some critical
  thinking on your part based on your own behavior if you are a customer
  yourself, or you may want to talk to others who have purchased the
  product.  Sometimes you can find clues when looking at the marketing
  messages that may be addressing some of these factors. 
• Prepare your assignment beginning
  with a title page with your name and the name of your product or service.
   Then answer each of the following eight questions (four in part 1 and
  four in part 2) in order and number the beginning of your response to each
  question.  Although you do not need to repeat the question, there
  should be a heading to separate the sections.  The paper should contain
  approximately 5+ pages of analysis for the responses to the eight questions.
• Consumer Behavior Model: Environmental
  factors.  Refer to the week’s readings and the model of consumer
  behavior and identify two of the most important environmental
  factors you think are relevant to the customers of your product or service
  offering.  Explain your choices.
• Consumer Behavior Model: Consumer
  factors.  Refer to this week’s readings and the model of consumer
  behavior and identify the three most important consumer
  factors you think are relevant to the customers of your product or service
  offering.  Explain your choices.
• Role of involvement in consumer
  decision-making.  Identify the level of
  involvement a customer of your product or service might use to make a
  purchase/no purchase decision.  Then, discuss which type of buying
  behavior is most consistent with that level of involvement.
• Consumer decision-making process. 
  Go through the six steps of the purchase process outlined in the readings and
  identify where marketing can influence each of the six steps.   For
  example, if a consumer just identified a need for your product in step one,
  then the company can advertise how your product fills that need.  Or, if a
  consumer purchased your product, the consumer can be called and asked about
  their satisfaction with the product and if there is any dissatisfaction steps
  can be taken to ensure the customer satisfaction.  Be sure to be more
  specific with respect to your product or service than this example.

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