MKTG 301 American Consumer Behavior Decision Making Process Paper

User Generated

yvyl111

Business Finance

MKTG 301

American University

MKTG

Description

Instructions:

The interviewee I selected is mother. The object she is purchasing is a house.

Interview someone who has recently made an important purchasing decision. The interview should be set up to address all stages of the decision-making process (you will need to ask questions for each of these stages – it is recommended you ask around 10-15 questions total):

1- problem recognition
2- information search
3- evaluation of alternatives
4- decision and choice
5- post decision processes

Write and submit a report (Microsoft Word document) of your interview (minimum two pages, single-spaced Times New Roman size 12 font) and tie your findings with the theories discussed in the related chapters for each stage of the decision. It is recommended that you include a paragraph or two for each stage. You also will need to include the 10-15 questions asked in an appendix on a separate page (same document but listed on a new page) after your writeup – you do not need to include the answers from your interviewee.

Please bold key terms from lectures/text in your write up to signify the usage and understanding or core concepts from the assigned readings and lectures.

Unformatted Attachment Preview

Decision Making Assignment Consumer Behavior MKTG 301 Due: June 7, 2020 at 8 p.m. EST via Blackboard Instructions: Interview someone who has recently made an important purchasing decision (all interviewees and purchases will be approved by Professor Wright and his TA via the online discussion board – please post who you plan to interview and the product they purchased by 11:59 p.m. EST on Sunday, May 31). The interview should be set up to address all stages of the decision-making process (you will need to ask questions for each of these stages – it is recommended you ask around 10-15 questions total): 1- problem recognition 2- information search 3- evaluation of alternatives 4- decision and choice 5- post decision processes Write and submit a report (Microsoft Word document) of your interview (minimum two pages, singlespaced Times New Roman size 12 font) and tie your findings with the theories discussed in the related chapters for each stage of the decision. It is recommended that you include a paragraph or two for each stage. You also will need to include the 10-15 questions asked in an appendix on a separate page (same document but listed on a new page) after your writeup – you do not need to include the answers from your interviewee. Please bold key terms from lectures/text in your write up to signify the usage and understanding or core concepts from the assigned readings and lectures. Grading Criteria: For each component of the decision-making process, you must connect what the interviewee said to concepts and theories of the course reflecting your knowledge and understanding of the content. Nature of the interview, appropriate selection of the product (10%) Outline of the different phases of decision-making (60%) Problem recognition (what triggered the purchase, Ch. 7) Information search (review all sources and their influence, Ch. 7) Decision making and evaluation of alternatives (what model was followed and explanation), Decision rules used (i.e. compensatory, non-compensatory, etc, Ch. 8-9) Post decision processes (Ch. 10) Format, organization, professional writing and style (APA format*) (30%) *The Kogod Style Guide is posted on Blackboard and may assist you for the formatting of this assignment and future endeavors. Decision Making Assignment Consumer Behavior MKTG 301 Due: June 7, 2020 at 8 p.m. EST via Blackboard Instructions: Interview someone who has recently made an important purchasing decision (all interviewees and purchases will be approved by Professor Wright and his TA via the online discussion board. The interview should be set up to address all stages of the decision-making process (you will need to ask questions for each of these stages – it is recommended you ask around 10-15 questions total): 1- problem recognition 2- information search 3- evaluation of alternatives 4- decision and choice 5- post decision processes Write and submit a report (Microsoft Word document) of your interview (minimum two pages, singlespaced Times New Roman size 12 font) and tie your findings with the theories discussed in the related chapters for each stage of the decision. It is recommended that you include a paragraph or two for each stage. You also will need to include the 10-15 questions asked in an appendix on a separate page (same document but listed on a new page) after your writeup – you do not need to include the answers from your interviewee. Please bold key terms from lectures/text in your write up to signify the usage and understanding or core concepts from the assigned readings and lectures. Grading Criteria: For each component of the decision-making process, you must connect what the interviewee said to concepts and theories of the course reflecting your knowledge and understanding of the content. Nature of the interview, appropriate selection of the product (10%) Outline of the different phases of decision-making (60%) Problem recognition (what triggered the purchase, Ch. 7) Information search (review all sources and their influence, Ch. 7) Decision making and evaluation of alternatives (what model was followed and explanation), Decision rules used (i.e. compensatory, non-compensatory, etc, Ch. 8-9) Post decision processes (Ch. 10) Format, organization, professional writing and style (APA format*) (30%)
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Explanation & Answer

Attached.

Running Head: DECISION-MAKING PROCESS

Decision-Making Process
Name of Student
Name of Instructor
Name of Course
Name of Institution
Date

1

DECISION-MAKING PROCESS

2

Decision-Making Process
Introduction
Decision making involves the process of making choices by collecting relevant
information concerning the research question and then assessing the available alternatives. The
decision-making process requires the use of a step-by-step concept to create an active and
informed decision. Complex problem solving requires adequate information, which will help in
the decision making process. A mother wanted to purchase a house in the United States. For
effective decision making for the need of the home, the mother had to undergo the complete
stages of the decision-making process to come up with the right decision that would satisfy her
needs. The report explains the use of the decision-making process when making a purchase.
Body
Problem recognition
One of the factors that influenced the mother to purchases a house is a need. People have
various requirements that require satisfaction. Purchasing a home is the best option for a person
that needs privacy (Schiffman, 2014, pg. 182). More space often triggers people to buy a house
since most of them have spacious compounds and luxurious yards. The need to build equity can
also trigger a person’s decision to buy a home. Renter never owns stake even after months and
years of paying rent. House owners can gain ownership from the value of their property. Another
factor that triggered the mother to buy a house is her dissatisfaction with rentals and dealing
with landlords. Paying monthly rent is expensive and hence influencing people to decide to own
homes. Some landlords are strict on rent payment and can throw you out for failure to pay rent
on time. Owning a home is satisfying since there is no landlord to disturb you every end month.
The mother will have the freedom to set rules for her home and conduct her activities
independently.
The mother’s future dreams and aspirations are another reason the motivated her to
purchase a house. People have life goals that make them desire to own a home. Life aspirations
stimulate personal motivation to make a purchase. The dream of improving one’s social status
like owning a car might make a person buy a house which will provide enough parking spaces.
Social class also influences people to identify needs that ma...


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