| University | University of Birmingham (UoB) |
|---|---|
| Subject | Consumer Behaviour |
Learning Outcomes Covered:
- Demonstrate the ability to map a path to purchase in a given category, including the decision-making process.
- Evaluate appropriate forms of research to understand influences on the decision-making process.
- Evaluate how marketers influence the different stages of the decision-making process.
Scenario
Imagine that you are working as an assistant marketing manager for a product/service-related business (when you respond to the assignment, you must refer to a specific business). Your manager has asked you to prepare a report which will help them to decide to make improvements in some aspects of their business. Your report will help them develop an understanding of the consumer’s decision-making processes and help/assist the manager in selecting an (Extensive Decision Making) product/service that the organization will need to purchase or develop for the overall upgrade.
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