MKT 301 Consumer Behavior Homework- Kaplan Business School
Length: 1200 words.
Task
Individually, you are required to prepare a reflective analysis based on your observation and its links with consumer behaviour theories covered. Refection requires you to observe, describe and make meaning of experiences closely.
Homework Description
In this individual homework, you will be given an opportunity to explore the complexities of consumer behaviour by observing and reflecting on situational and psychological factors influencing consumer decisions to purchase a product. This will enable you to demonstrate a broad knowledge of current issues in buyer/consumer behaviour.
Homework Instructions
You are required, as an observer, to attend two shopping trips with a family member or a friend. During the first trip, you are required to observe how your family member or a friend buys ‘convenience' products: these are products that are inexpensive and usually requires a minimum amount of effort on the part of the consumer to select and purchase it. Whereas during the second trip, you are required to observe how your family member a friend buys ‘shopping' products: these are products that are usually more expensive and are purchased occasionally and consumers are more likely to compare several options to assess quality, cost, and features before making a purchase.
Based on your observation from both of the above shopping trips, you are required to write a reflective analysis in which you must consider theories and concepts related to consumer behaviour discussed in weeks 1 to 4. More specifically, you must reflect on the following aspects:
I. Provide a concise overview of the shopping trips and which products were purchased by your family member or a friend.
II. Identify, reflect and compare motivational factors for the purchase of both shopping trips.
III. Identify, reflect and compare on the type of involvement and resources that consumers typically use to buy these products;
IV. Identify, reflect and compare exposure, perception and stimuli elements that influenced your family member or a friend to buy these products.
Format your homework according to the give formatting requirements:
I. The answer must be using Times New Roman font (size 12), double spaced, typed, with one-inch margins on all sides.
II. The response also includes a cover page containing the student's name, the title of the homework, the course title, and the date. The cover page is not included in the required page length.
III. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.