Assessment Description
Overview: In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour. You are required to create a 7 minute private YouTube video in which you must discuss and critically analyse one of the following options:
Option1: Your recent purchase of a product or a service based on the 5-step Consumer Decision Making Process.
Option 2: Your friend or a family member's recent purchase of a product or a service based on the 5-step Consumer Decision Making Process.
Your task is to record a narration of each of the steps of the Consumer Decision Making Process on video and provide the viewer with an in-depth critical analysis of how you, your friend, or family member have moved through each of the steps. In your analysis you will need to explain and demonstrate the steps along with your identification of any possible issues that occurred during this process. The findings presented in the video must be based on primary research and can be reinforced by analysis of relevant secondary data. Readings from Weeks 1-5 must also support your observations.
Your recording must incorporate theories and concepts related to consumer behaviour discussed in the topics from Weeks 1 to 5. More specifically:
1. Identify and analyse the need or want that led to the purchase of the product or service.
2. Conduct an internal and external information search.
3. Evaluate alternatives and narrow down the attributes of the product or service that satisfy the need or want.
4. Analyse available purchase methods.
5. Analyse post-purchase behaviour and satisfaction.
For those students who have limited experience in video making techniques, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support.
How to Film + Edit on your Smartphone: Tech Talk
https://www.youtube.com/watch?v=vpZvc8vtHvo
How to upload and share a private video on YouTube
https://www.youtube.com/watch?v=IYKLBER-zqM
Attachment:- Assessment.rar