This is an individual assignment where you are expected to explain and analyze the stages of the consumer decision-making process for a significant purchase you made in last one year. This should be a purchase that you have considered in advance, as this will make it easier for you to reflect on your own decision-making process. You are expected to submit a proof of purchase (purchase receipt) for a product/service you are considering for this assignment. Structure of Assignment: Assignment is to be structured as a report (word document) using the headings provided below. Content should be written using full sentence/paragraph format that demonstrates a thorough understanding of key concepts from the course. Work through the five steps in the consumer purchase decision process and review how you handled each step in making your purchase decision. Your report must contain the following sections:

Introduction: Provide a summary describing the product/service you have purchased. Address the following points within your summary: company name, brand name, place of purchase, price, description of the product/service (packaging, color, images, printing, etc.) What was your level of involvement in the purchase decision (limited problem solving or extended problem solving)? Do not simply list down the level of involvement, it is your job to thoroughly explain the amount of risk the purchase entails and amount of time and effort you have put into the purchase. Remember, you write this summary as though your Instructor has never heard of this product before. (5 marks)

Need Recognition: How did you recognize the problem/need for the product/service? Explain the difference between your actual/needy state and desired state. Based on the discrepancy between your actual and desired state, how urgent it was for you to satisfy this need? Describe your need (functional, psychological or both) by providing examples. (10 marks)

Information Search: Describe the length and intensity of the search you did based on factors like perceived risk associated with purchasing product/ service and importance of the product. Explain how you collected information about the product/service using internal search? Explain how you collected information about the product/service using external search by providing examples of the sources? How did factors like perceived benefits versus perceived costs of search and perceived risk affect your search process? Describe the type of risk (performance, financial, social, physiological, and psychological) associated with your purchase decision? (15 marks)

Alternative Evaluation: List down the products/brands that you were considering as a part of your evoked set in your purchase decision. What are those attributes/criteria that you took into consideration while evaluating options/alternatives that you were considering for your purchase? Explain the consumer decision rule (compensatory, non-compensatory, or decision heuristics) you have used to effectively select from several alternatives in your evoked set? (15 marks)

Purchase Decision: Which product/brand did you purchase? Why? Make sure to provide a strong rationale of your decision. Identify and explain if situational factors like having the merchandise in stock, offering multiple payment options, having many checkout lanes open and offering tactics like delivery, price-match guarantee, a warranty, or a simple return policy helped facilitate your purchase? (10 marks)

Post-purchase: Describe your post-purchase outcome (see Exhibit 4.3: Customer Satisfaction, Post-purchase Dissonance, Customer Loyalty) In order words, how did you feel after the purchase? Did you face any sense of regret after having made the purchase? OR did you feel good about your purchase? Explain (10 marks

The product Purchase is Cooper Logo Backpack at Michael Kors bought last black day sale @ 179cad price