Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. Thus, your final project will contain two parts, a report, and presentation to describe clearly the factors, and behaviors that influence decision making. A Customer decision journey map for a high involvement product will be included as well. Ask a person and document their behavior regarding purchase and habits.
Note: You need the permission of the person before conducting the project.
Tasks to be covered:
A cover page:
Project Name: A title for your project.
Course: AMAN 201- Understanding the Customer 2.
Table of Content
Include a table of content. (Add it using references from the word Document.)
An introduction to introduce your paper. Remember the aim of the report is to study a person. Thus, make sure to include a brief about the person.
Define your Buyer Persona
When creating a buyer persona, consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.
Photo collage the things that the person bought for a week
Document with pictures the stuff that your subject bought during a particular week. All pictures included must be taken by students (Don’t use stock pictures). Put all pictures in a collage and include it in the report.
Factors affecting buying behavior when purchasing products or services?
What are the factors that affect your subject as a consumer when they buy any product or service? As explained in the class:
The consumer behavior or buyer behavior is influenced by several factors or forces. They are: 1. Internal or Psychological factors 2. Social factors 3. Cultural factors 4. Economic factors 5. Personal factors. Including these factors in mind, describe how each factor affect the buying decisions for the products bought for a week.
Identify any habitual buying (routine).
Who was involved in the buying process?
Customer decision journey map
Choose a high involvement product and draw a customer decision journey for it, keep in mind the trigger, emotions, digital media when drawing the map. Remember, the map/ module should be clear and detailed, and should be understood without the need for explanation.
Digital media influences on subject buying behaviors
Explain how did digital media influenced the buying behavior of your subject, positively or negatively?
Reference and Written style
Project is conducted in essay (word document) style:
Your paper should be written in a formal way, and you should proofread it Remember, I am looking for good quality and not only quantity.
The paper should be written in an essay style with introduction, body, recommendation and conclusion.
In the body, you need to discuss some of the buying behavior theories and effects on decision-making. (it needs to be well referenced).
In text citation need to be used.
Reference List at the end.
The paper need to be referenced and in text citation need to be used when appropriate. (Harvard style). Marks will be deducted for not using proper referencing.
Referencing your work:
Harvard referencing is required when using any book, article, journal or online references in the assignment
Plagiarism and cheating:
Your attention is drawn to the University’s stated position on plagiarism. THE WORK OF OTHERS THAT IS INCLUDED IN THE ASSIGNMENT MUST BE ATTRIBUTED TO ITS SOURCE (a list of references and bibliography must be submitted).
Please note that this is intended to be an individual piece of work. Ensure that you read through your work prior to submission. For some assignments you may be asked to use the University Plagiarism detection service ‘Turnitin’. Action will be taken where a student is suspected of having cheated or engaged in any dishonest practice. Students are referred to the University regulations on plagiarism and other forms of academic irregularity. Students must not copy or collude with one another or present any information that they themselves have not generated.
Upload your project (both report and presentation) in the Blackboard. For more information on Purchase Habits of a Consumer see this: https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/economics-terms-and-concepts/consumer-behavior
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