Consumer Behaviour

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Task

Conduct research into one stage in the Consumer Decision Process and summarise the findings of each source.

You will need to use the text book and four additional sources of information (5 in total).

To do this assignment, follow this 5 step process

Step 1: Pick one stage of the consumer decision process

Need recognition
Information search
Evaluation of alternatives
Outlet selection and purchase
Post purchase processes

Step 2: Re-read the chapter of your text book related to that stage( consumer behaviour connect.mcgraw-hill.com/class/k_sok_semester_2_-_2014)

Step 3: Conduct research

In addition to the prescribed text, find four (4) sources related to that stage in the consumer decision process (2 should be academic sources).

Step 4: Summarise the findings of each source

Write 1-2 paragraphs describing and evaluating each of the five (5) sources (i.e. text book chapter plus the four (4) additional sources), using the questions below.

(Your paragraphs should be no longer than 300 words for each source and each paragraph should have a heading including the title of source and author/s name).

Where did you find the source? (10 marks)
Why did you select it? (10 marks)
How old is it? (5 marks)
Comment on the authority or background of the author (15 marks)
Identify the intended audience (e.g. industry, academics, popular culture) and explain how you could tell who the author/s were targeting e.g. difficulty of reading (15 marks)
Describe how the findings in the source improve your understanding of the consumer decision process and provide an example of how this could be used to predict consumer behaviour (30 marks)

NB the remaining 15 marks are allocated to presentation and referencing (see marking guide)

Step 5: Compile and include a reference list using APA 6^th format