Assignment

We are all consumers and there is no better way to begin to understand why others purchase products than to become aware of the influences on our own buying behaviour. You are required to keep a journal of your own purchasing decisions and hand in a short (3-4 page) summary of the decisions made and insights gained from them.

Goals

1. To reinforce concepts learned in class through an analysis of real world behaviour
2. To understand and heighten your awareness of the influences behind your own purchasing behaviour
3. To provide insights on how to be a knowledgeable consumer and effective marketer by assessing your own purchasing patterns.

Format

You may use any format for recording your purchases you wish, but at a minimum should include:

• Description of product or services purchased.
• Date of purchase:
• Place of purchase:
• Brand Name: (for each item)
• Price: (for each item)
• Reason for purchase this particular brand
• Comparison of the brand you selected and the competing brand
• Calculation of value provided by this brand
• Thoughts and feelings associated with the purchase/or while shopping.
• Notes on anything that influenced your purchasing behaviour e.g. Salesperson, advertising, packaging, friends, store ambience etc.
• Your satisfaction with the brand before and after the purchase
• Other Descriptive Information

Types of questions you may want to ask yourself might include:

• Why did I buy a particular product instead of a competing one?
• Did any advertising or promotion influence me?
• Why did I buy from this particular vendor?
• How did I analyze the value in this product?
• How did I find out about the product or service
• What were my feelings before, during and after the purchase?
• Did the method of payment have an influence on my buying decision?
• What, if anything, does the product or service say about me?

The paper

The paper should analyse One of your purchases during this period, and the influences that led you to purchase them in relation to consumer behaviour concepts covered in class and in the text. You should note any patterns in your buying behaviour and also consider the implications as to how knowledge of your buying behaviour could be useful to marketers. How does a customer look into the concepts of value and satisfaction? Where should they promote their product to get your attention? What message should marketers use to persuade you? The answers to these last two questions can be either for groups of products or for particular ones. The paper should include a brief introduction as well as a concluding or summary statement. The format should be 2-3 pages.