Buying Behavior & Market Analysis

CASE ASSIGNMENT In bold below there is a list of three product categories. Within the product categories listed below identify TWO purchases you have made. ONE must be a High Involvement purchase, and ONE a Low Involvement purchase. The two purchases can be from the same product category, or from two different product categories, as appropriate: - Computer software (e.g. game or app/application) - Underwear - Restaurant Excluding the title page, any appendices or references, write a four page paper in which you do the following: First Page Applying the teaching materials, explain why one product purchase was a High Involvement purchase and the other was a Low Involvement purchase. (10%) Using the five stage model of the Purchase Decision Process in the model of consumer buying behavior described in Module 1, describe in detail the process you went through in making each purchase. Bear in mind that the purpose of the assignment is to demonstrate the depth of your understanding of the teaching materials. (20%) Second Page Identify and discuss the differences between the way you went through the purchase decision processes for the two products. (20%) Third and Fourth Pages Assume now that you are a marketing brands in two of the product categories listed above. Applying only the teaching materials, specifically the presentation "Uses of a Model of Buying Behavior", explain how you might use your understanding of the Model of Consumer Buying Behavior in marketing the two products. (Note that you are asked to APPLY the teaching materials, and thus simply listing what marketers can do in general is not sufficient. You should think about what is explained in the teaching materials and then apply that learning to two of the product categories listed above). (50%) List at the end all of the references you have cited in the body of the paper. Note that the weight that will be assigned in grading to each of the sections of the assignment is indicated as a percentage after each one. Fifty percent roughly equates to a C grade. Ensure that you include on the title page: - the name of the university, (Trident University International). Papers submitted with a different name will not be accepted. - the course number, (MKT301), - the term, (Fall 2011), - the module number, (Module One), - the words in bold above including the product categories and the section starting "First Page" and ending "...the two poducts. (50%)" - the two product categories and relevant brand names you chose for each type of involvement purchase, e.g. "High Involvement: Computer software: World of Warcraft. Low Involvement: Restaurant: Denny's. - your name, - the name of the professor or instructor to whom the paper is submitted, (your assigned Professor or Instructor) and - the date on which it was written. IT IS VERY IMPORTANT THAT YOU INCLUDE THE INFORMATION INDICATED ABOVE. IF YOU DO NOT INCLUDE THIS INFORMATION ON THE TITLE PAGE YOU WILL BE ASKED TO REVISE THE PAPER TO INCLUDE IT AND DOING SO WILL THUS DELAY THE GRADING OF YOUR WORK. EXPECTATIONS The notes associated with the question indicate that, as for other assignments in the course, you should demonstrate your knowledge and understanding of the taught materials in the specific context of this assignment. The emphasis in grading is primarily on whether you show that you understand what is being taught. In that regard some relevant concepts and frameworks to demonstrate your understanding of in this assignment include: - The difference between goods and services. - What is meant by Involvement and why it might be high or low. - The stages of the Purchase Decision Process, (PDP) and - How a potential buyer might follow this process - How the differences between High and Low Involvement affect the way someone might follow the PDP - How marketers might use their understanding of the model of buying behavior including the PDP to: o Segment a market, including explaining what is meant by segmentation and why segmentation can be useful in marketing. o Influence purchase probabilities as indicated in the relevant presentation. Bear in mind that the main goal of the assignment is for you to use it to demonstrate your learning and understanding of the background materials. In order to do well in this assignment you MUST apply and demonstrate your learning from the background materials. I know that there's a lot in Module 1 to cover, but this forms the grounding for the remaining modules, so once you have conquered this, the rest will be a lot easier.