Topics: Decision making Pages: 3 (1873 words) Published: October 24, 2014
Due date 17 March at 2359. Assignment Title Buyer Behaviour The Consumer Decision-Making Process as it relates to buying a new car Brief Assignment Description Imagine you work for a company that manufactures cars. You have been asked to produce a report that explains the characteristics that affect consumer behavior and outline the consumer decision-making process as it relates to a consumer who is replacing his/her existing car. Discuss the relevance of the decision-making process to marketers of cars in general and provide recommendations of how they can influence the stages of the decision-making process. Detailed Assignment Description Describe the purchasing scenario of a consumer who is about to purchase a new car to replace his/her existing one. The decision on what car to purchase is complex and depends on individual needs. There is a vast range of options for replacing the car. The consumer needs to consider a combination of factors in order to meet his/her needs. They may also find that the decision is complicated by the extensive range of products and features available. You may imagine your target to be any consumer (male or female, married or single, old or young, rich or poor, children or no children, etc). You must, however, make sure that the person you describe is different from yourself (ie not a student of the same age and gender) Do not describe what you would purchase in this scenario, but think of it from the perspective of another type of consumer. Describe the segmentation variables/personal characteristics of the type of consumer you have chosen. Explain this consumers needs (for example, functions required, price range, features, style). You should ensure that you are able to gain information on your chosen consumer from sources such as Mintel or Keynote so that you have credible sources from which to base your report on. Your report is expected to describe and explain the characteristics that affect this consumers behavior...
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