Consumer Decision-making – Internal Factors

Consumer Decision-making – Internal Factors

Assignment Question:

1. Please select at least one product/service (or a number of

products/services or a combination of both) and discussthe influence of different ‘lnternal Factors’ on a consumer’s decision-making
process forthat product or service.

2. You are expected to discuss about product/service selection in relevance to consumer needs and

motivation; personality and self-concept; consumer perception; consumer learning and involvement; and consumer attitude development and
change.

3. The discussion need to be closely linked to the chosen product/service’s marketing mix elements; marketing strategy

(segmentation, targeting and positioning) and consumer decision-making process.

3. Obviously some theories and concepts in Chapters 1-7

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 apply the concepts and theories you have learned from your reading ofthe text to the selected product/service and consumer
decision-ma ing process and not Just list or describe them.

In your answer you must argue forwhythe internal 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 otherwords, you need to demonstrate that you understand the influence thatthese factors_are having1 on a consumer, decide which
are more influential than others and explain why they are more influential. You must also include the impact oft e concept of involvement
in your discussion.
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