Using a recent product purchase, evaluate your own decision-making process leading up to the purchase decision (make sure to highlight both external and internal factors that motivated this decision).
Please be sure to evaluate the following:
What led you to realize that you needed or wanted to buy in this product category
How many alternatives (if any) did you consider?
How did you decide to buy the alternative you chose?
Which product attributes were important? Why was it important that the product have these attributes?
Also: Evaluate the key benefits/values associated with product attributes. (i.e. First, ask an important attribute of the product, and then ask why it is important that product have that attribute. Then ask why it is that benefit important, and so on, until youve found out a higher-level, more-abstract motivation -e.g., self-esteem, peace of mind, safety- underlying preference for the attribute).
Are there other key associations (e.g., beliefs, feelings, memories, etc.) that come to mind when thinking about this product that have not already described?
Will you buy this same product (and brand) again? Why or why not?
Requirements: APA formatted, Times New Roman 12 pt font, 2-4 pages in length, double-spaced, include a title page and references page, and submit electronically to the D2L course before class on the due date. It will detail a concise summary and analysis of your findings. Important: Be sure to include key marketing implications in the discussion of your Consumer Behavior findings.
Course Text: Hawkins, D. I., & Mothersbaugh, D. L. (2013). Consumer behavior: Building marketing strategy (12th ed.). New York, NY: McGraw-Hill.
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Print Length: 6 Pages/Slides
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