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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