Consumer Decision-making – External Factors

Consumer Decision-making – External Factors

Assignment Question:

1. Please select the same pr_odu_ct/service (or a number of

products/services or a combination of both) from your assignment one, and discussthe influence of different ‘External Factors’ on a
consumer’s decision-making process forthat product or service.

2. The discussi_on need to include the influences of reference groups;

the family; social class; cultural and sub-cultural aspects; impact ofthe cross-cultural consumer behaviour; relevance ofthe opinion
leaders and diffusion of innovations and the importance of public policy and consumer protection aspects in relation to the chosen
product/service.

3. Obviously some theories and concepts in Chapters 7-14 will be more relevant to this assignment.

4. You must

choose which ones are more relevant and explain why they are more relevant.

5. You must applythe concepts and theories you have learned

from your reading ofthe text to the selected product/service and consumer decision-making process and not just list or describe them.

In your answer you must argue forwhythe external factors you have chosen are more important in terms of influencing a consumer’s
decision-making for your example/s product or service than the ones you haven’t chosen. In other words, you need to demonstrate that you
understand the influence that these factors are having on a consumer, decide which are more influential than others and explain why they are
more influential. You must also include the impact ofthe concept of diffusion of innovations in your discussion.

You must use correc referencing ofthe textbook and other resources used in your assignmentto passthe assignment. Use of more references may attract higher
marks. Marks will_be_deducted for incorrect referencing and poor presentation (ie., spelling and gram_mar). l_fthere_is no referencing in_
your assignment it Will be deemed to be plagiarism an the plagiarism policy Will be enforced. You Will receive a higher mark for applying a critical analysisto your discussion.
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