MBA404 Consumer Behaviour and Marketing Psychology Report 1 Sample
Your task
Individually, you are required to submit a 100-word validation step and prepare a 1500-word written analysis, in which you must critically analyse your recent purchase of a product or service based on the 5-step Consumer Decision-Making Process. Please note that you will need to use the same product or service in this subject's second and third assessments, as all assessments are interconnected.
Assessment Description
In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to explain consumer behaviour determinants by analysing the role of perception, attitude, and motivation in consumer behaviour.
Assessment Instructions
To help you start all three assessments in this subject on the right track, over the first three weeks of the trimester, your workshop facilitator will engage you and the rest of the class in preliminary discussions about the product or service you would like to choose. Please pay specific attention to your workshop facilitator’s instructions regarding products/services that are not permissible.
By the end of week 3, you must submit a validation step via MyKBS under the ‘assessments tab’ >‘Product/Service Validation’ icon. In preparing this step, you must explain which product or service you will focus on in all three assessments, when and where you bought this product or service, and what ‘need’ and ‘want’ your chosen product or service fulfilled. You will also be required to take a selfie of yourself and your selected product or a selfie of you experiencing the chosen service and upload it in the validation step.
The validation step is worth 5% of your grade in this subject, with 0% awarded for a rejected choice, 2.5% awarded for a partially approved choice, and 5% for an approved choice in full. Please note that you will not be able to submit any other assessment in this subject until your workshop facilitator has approved your choice, so be wise and don’t be late.
Once your workshop facilitator has validated your product or service choice, you must prepare a 1500-word written analysis by giving the reader an in-depth analysis of how you have moved through each consumer decision-making step.
In preparing your written analysis, you will also need to identify any possible issues that may have occurred during this process. Please use the ‘Workshop 2 Student Handout’ as a starting point for your analysis.
More specifically, you must:
1. Analyse the need and want(s) that led you to research products or services that would address the state of your imbalance.
2. Examine the internal and external sources of information by including screenshots of external sources of information to support your analysis and an indication of all potential alternatives at the end of this section.
3. Evaluate alternatives and narrow down the chosen product or service attributes that fulfil your need and want. You must provide a detailed awareness set diagram to present your findings.
4. Examine available purchase methods to determine how these methods may or could have impacted your decision-making process.
5. Evaluate your post-purchase behaviour by identifying the chosen product or service features that reduce your cognitive dissonance. Please note that in this step, customer satisfaction should not be considered.
The findings presented in the written analysis must be based on primary research and should be reinforced by examining relevant secondary data. You must also incorporate theories and concepts of consumer behaviour discussed in weeks 2 to 4.
Solution
Validation step
The chosen product in all the upcoming three assignments is the Kaplan Business School. I wanted to become a customer support executive and that has been my professional objective since childhood. As a result, I got admitted to this University in Australia after I completed my graduation or bachelor's degree so that I could gather knowledge about how to satisfy the customer base and analyze their needs to resolve their queries against any product or organization. Kaplan Business School assists me in having access to experiential learning skills so that I can understand the importance of customer-based services in a firm( KBS.edu.au, 2023). Therefore, the fulfilment of my professional objective is the main reason I have chosen to get admitted to Kaplan Business School. University Assignment Help, My need to gain relevant and adequate knowledge about the skills required to become a customer service representative is the reason that encourages me to study at Kaplan Business School.
Written analysis
Introduction
The Consumer Decision-Making Process is based on several factors such as the need to buy the product, its price compared to the competitors and the service gained by the customer after purchasing the product or service (Alvarez-Milán et al., 2018). The process of decision making is mainly focused upon five main stages and they are problem recognition, searching for relevant information, evaluation of alternatives, purchasing decision and post-purchase evaluation. In this assignment, the product chosen is the Kaplan Business School. The product is acne as it helped in gaining relevant knowledge about the skills that need to be gained by a consumer service representative as that was the objective of the author of this study.
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Figure 1: Consumer decision-making framework
(Source: Lecture notes)
Analysis of the need and want(s) that led to research services that would address the state of my imbalance
I needed a University where I could complete my master's degree and gain adequate skills so as to fulfill my professional objective of becoming a customer service representative. My career aim is to provide necessary information to customers and communicate openly with them so as to encourage them to buy a specific product or service. I wanted to get admitted to an international University where I can gain access to experiential learning procedures and nurture my skills of influencing the purchasing decisions of customers by understanding their requirements. As a result, I was in a dilemma about which University to get admitted into so that I not only achieved the degree after the end of the course but became proficient enough to get recruited by a multinational firm. Moreover, I want to study in an international University so that I get the scope of communicating with cross-cultural classmates and it will enhance my ability to handle customers from different geographic locations. As a consequence, I started researching different Universities that have relevant master's degree courses that can provide relevant knowledge and education about the factors that influence the decision of customers. Similarly, the research was focused on fulfilling my career goal and professional objectives and I researched about potential Universities that use modern technologies to teach the students so that I can gain practical knowledge of handling customers.
Examination of the internal and external sources of information by including screenshots of external sources of information to support your analysis and an indication of all potential alternatives at the end of this section
While I was searching for the different Universities over websites that can provide me with relevant MBA degree certificates. I came across several Universities in Australia that can provide me with knowledge and education about the customer decision-making process. The major Universities that I came across while using website research as my mode of choosing the alternatives include Monash Business School, Kaplan Business School, the University of Nottingham, the University of Melbourne and UWA Business School. The major source of information was the upgraded websites of the University that helped in gaining knowledge about the course structure, fees and duration of the MBA degree. Similarly, I tried communicating over emails and many of the University heads sent their course details over email as well. Among the alternatives available over ten, the three potential Universities that I choose to get admitted to are Kaplan Business School, the University of Nottingham and the University of Melbourne. The below given screenshots make it clear that the three chosen Universities have detailed information about their courses on the website. I gathered relevant information from their respective websites and tried to gain an idea about the course structure, fees and duration which was explicitly available on the website of Kaplan Business School. All these Universities provide admission to students from diverse geographic locations and getting admitted in any one of these shall help me to enhance my cross-cultural communication skills.
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Figure 2: Website of Kaplan Business School
(Source: KBS.edu.au, 2023)
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Figure 3: Website of the University of Nottingham
(Source: Nottingham.ac.uk., 2023)
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Figure 4: Website of the University of Melbourne
(Source: Unimelb.edu.au., 2023)
Evaluation of alternatives to narrow down the chosen service that fulfils the need and wants
Among the three chosen alternatives of Kaplan business school, the University of Nottingham and the University of Melbourne, one University was finalized by me within a time span of 1 week. I chose the University of Kaplan business school as I got a detailed idea about the course structure, fees and duration required to complete my MBA degree. Moreover, the website also provided me detailed information about career outcomes once I get admitted to their MBA course and I also came to know about the effective career counseling that I can get from this University (KBS.edu.au, 2023). Such attractive services encourage my decision-making process and I choose to get admitted to Kaplan Business School, Australia as it can fulfill my needs and provide me experiential learning skills as well. On the other hand, the websites of the University of Nottingham and the University of Melbourne provide limited knowledge of the course structure and fees which encourage the need to visit the Universities physically and get an idea about the course structure in detail. Since Kaplan's business school website was easier to handle and provided detailed ideas about the course structure, I decided to get admitted to this University so as to fulfil my purpose of getting recruited by a multinational firm. The final decision set is represented in the below given diagram where it is clear how I reached the choice of not getting admitted to the other five Universities that were available over the internet.
Awareness set diagram to present the findings
The Awareness set diagram reveals that the purchased alternative is Kaplan Business School whereas the not purchased alternatives are University of Nottingham and The University of Melbourne. Monash Business School is the backup alternative whereas UWA business school is the avoided alternative.
Figure 4: Awareness set diagram
(Source: Created by the learner)
Examination of available purchase methods to determine how these methods could have impacted my decision-making process
The online application form had to be filled and certain documents needed to be provided so as to get admitted into Kaplan business (KBS.edu.au, 2023). The University also provided scholarship details so as to get compensation on the course fees as per eligibility criteria or marks acquired in the last educational degree. The required certificates included a passport, High School certificates, English proficiency documents, IELTS Test certificate or equivalent, highest Degree completion certificate along work experience details (if any). The online application method encouraged me to get admitted to this University as it did not have the hassle of physically visiting the university to get admitted and pay the fees.
Evaluation of my post-purchase behaviour by identifying the chosen service features that reduce cognitive dissonance
The discomfort I was feeling when I was not able to find a suitable University for an MBA degree was reduced drastically after getting admitted to the Kaplan business school. After analyzing the course structure, I understood that my aim of becoming an efficient customer service representative can be successful if I achieve good scores in the MBA degree of this University. I was satisfied by the course structure and after I started taking classes, I was overwhelmed to analyze the teaching procedure of the Universities. Not only did the University provide me with booking knowledge but they also helped me gain awareness about the skills that I need to adopt to become an effective customer service representative. I understood that communication and leadership skills are the two significant competencies that need to be adopted in order to gain placement in a multinational firm. My post-purchase attitude was happy and satisfied as I found my need to be fulfilled after getting admitted to the University and I was content to get my MBA degree from Kaplan Business School.
Conclusion
Overall, it can be cloned from this study that professional objective was the main factor that encouraged the purchase of products in this tidy, the website of Kaplan Business School was more detailed compared to any other University and the course structure, fees and duration was clearly mentioned in their website which rejected the ended for physically visit to the University office to get the required information about admission process. As a result, the product of Kaplan Business School was chosen so that the MBA degree can be achieved efficiently and the career goal of getting recruited by a multinational firm can be achieved with the help of career counselling sessions at the University.
References
Alvarez-Milán, A., Felix, R., Rauschnabel, P.A. and Hinsch, C., 2018. Strategic customer engagement marketing: A decision making framework. Journal of Business Research, 92, pp.61-70.
KBS.edu.au 2023. Admissions. [Online] Available at: https://www.kbs.edu.au/admissions [Accessed on 17.08.23]
KBS.edu.au 2023. Kaplan Business School. [Online] Available at: https://www.kbs.edu.au/ [Accessed on 17.08.23]
Nottingham.ac.uk 2023. Nottingham University. [Online] Available at: https://www.nottingham.ac.uk/pgstudy/courses/courses.aspx?level=taught&search_keywords=MBA [Accessed on 17.08.23]
Unimelb.edu.au 2023. The University of Melbourne. [Online] Available at: https://www.Unimelb.edu.au/ [Accessed on 17.08.23]
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