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.
Assessment Information
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Once your workshop facilitator has validated your product or service choice, you must prepare a
1500-word written analysis by providing the reader with 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.
You must use at least five (5) sources of information and reference these in accordance with
the Kaplan Harvard Referencing Style. These may include websites, social media sites, industry
reports, census data, journal articles, and newspaper articles. These references should be
presented as in-text citations and a reference list at the end of your written analysis (not included in
the word limit). Wikipedia and other ‘popular’ sites are not to be used.
The written analysis is worth 25% of your final grade for this assessment and will serve as the basis
for the second and third assessments in this subject
