MRKT2001 Assignment 1 – Researching the consumer decision

MRKT 2001 University of Technology Sydney Consumer Behaviors Research Paper

Assignment 1: Researching the consumer decision making process

 (Week 6)

Length: approx. 1,200 – 1,300 words +/- 10%

Weighting: 30%

In this assignment you will be gathering and analysing information (qualitative data)

on a product’s target market, to gain an in-depth understanding of how a consumer

goes through each stage of their decision making process.

You are required to interview two people who have purchased the same product within the last six months. This product can be either a good or a service. (Your interviews can also be conducted over the phone, via Zoom, Skype where needed.

In this case, you will need to send the informed consent form to your interviewee, have them sign it, and return it to you).

In your assignment you will examine the answers to your interviews in relation to the different concepts of the decision-making process. The information that you have gathered will also be used in Assignment 2.

PLEASE NOTE: You will need to ask each of your interviewees to complete and sign

the Informed Consent form, which is located on the MySCU site, before you begin the interview. You need to ensure your interviewees sign the Informed Consent

Form. Assignments submitted without the completed signed informed consent forms will not be marked until they are submitted.

Part 1. Background information on the product/service/organisation selected (10%)

Provide a brief background to the product you have chosen, and include a brief discussion on the brand/s.

Part 2. Primary research (40%)

Interview two consumers who have purchased the same product (good or service) in the last six months. It can be the same brand or different brands. Based on your findings from the interviews you need to discuss the following:

1. What was purchased

2. Discuss the kind of purchase it was (habitual, limited, extended) and whether it was a low involvement or high involvement decision

3. The decision making process for each of the interviewees. Your discussion will need to include:

1. A clear overview of the problem

2. What was involved in the information search

3. The evaluative criteria and the consideration set of the consumer and how the consumer made their decision

4. Where and how it was purchased and the environmental triggers happening at this stage of the decision making process

5. What happened at the post evaluative stage.

Part 3. Compare the primary research with academic literature (25%)

How does the behaviour of your interviewees compare with consumer behaviour literature? This section of the assignment requires you to discuss your interview findings with evidence from relevant literature by referring to at least three different current academic peer reviewed articles. Discuss any differences between your findings and analysis with that of the literature.

Part 4. Summary of the purchasing behaviour (15%)

Based on your discussion from Part (2), which stage of the decision making process appeared to be the most important for each of the interviewees? Why?

Presentation, clear structure, referencing, communication, integration of theory (10%).

Other information

Please use report writing style (structured with headings and subheadings) and provide a list of references (Harvard Referencing technique)

The assignments are in report format. Report format means using an executive summary, table of contents, introduction, conclusion and reference list which, in this case, will be outside the word count.

PLEASE NOTE: You will need to provide the signed informed consent form from both of your interviewees in the Appendix of your assignment. The assignment will not be marked if you submit it without the consent forms.

Suggested structure

The body of your report will consist of Part 1, Part 2 (in which you can use the

different stages of the decision making process as subheadings), Part 3, and Part 4.

As outlined above the Executive Summary, Table of Contents, Introduction,

Conclusion and Reference List will be outside of the word count.

Be sure to acknowledge all sources in-text (Harvard-style referencing, please).

Marks will be deducted for poor referencing. A marking rubric will be made available

for the assignment. General marking criteria includes:

• extent and quality of research

• originality of analysis

• presentation.