TASK INSTRUCTIONS

make report to explain and illustrate how an understanding of consumer decision-making processes is important for an organisation's overall marketing strategy. As part of the decision-making process include discussion on how Contextual Influences of buying such as physical surroundings, social surroundings, temporal and antecedent states play an important role in the decision-making process.

To do this choose an organisation you work for or are familiar with and choose one of their products/services. Based on the context you have chosen (e.g. the organization, product/services) detail the decision process the consumer would go through to make a purchase. To help describe this process explain the level of involvement, steps in the process, contextual influences on the purchase. To do this use the Engel, Kollat, and Blackwell (EKB) Model of decision-making theory discussed in and the Contextual Influences in supplemented with additional research about the theory. Make sure you define key terms/concepts when you use them.

Identify two (2) useful insights about the consumer that were gained by examining their decision-making process and explain their implications for the organisation.

General Task Information

Research theory and marketing practice. You can use the textbook, but you need to find additional sources that describe the aspects of theory you choose to focus on.

Conduct research to enable you to prepare the report. You will need to find sources to help you write about

1. The organisation and on product/service selected

2. The EKB model of consumer decision-making

3. The Contextual Influences

Research is required to find evidence to support your claims. The aim is for you to demonstrate how you can apply the consumer behaviour theories/ models to a real-world context to support/ develop an organisations marketing strategy

Report Format

Cover Page

Introduction (200-word count)

• A brief background describing the organisation and service/product you are focusing on
• General theory and what the report is about.

Body (1650-word count)

• A description of the decision-making process used step by step, drawing on the EKB model and theories described in Chapter 9. Provide clear supporting examples
• You may also discuss the level of consumer involvement to support your step-by-step process
• An application of the Contextual Influences mainlyphysical surroundings, social surroundings, temporal and antecedent states categories as described inChapter10. Explain their influences in the of decision-making process.
• Identify two (2) insights about the consumer that were gained by examining their decision-making process and explain their implications for the organisation.

Conclusion (150-word count)

• Provide a summary of the key points discussed in the report. There should be no new information introduced at this point.

Referencing

• Include at least 8 references which includes academic sources such as published journals, subject sources such as textbooks and practice sources such as the selected organization
• Make sure all the articles that you have cited in the report are included in the list.
• Cite and List references alphabetically using the Harvard Format