Consumer Behavior Background As a marketing student, it is important to consider how consumers are influenced in their purchasing decisions. To do this, consider the last purchase you made of a clothing item or accessory (eg. shirt, pants, shoes, coat, watch, etc.). You made the decision to buy a specific item but there were likely several factors that influenced your ultimate selection. A clothing purchase requires "limited problem-solving (refer to page 68 of your eText for definition and details). To make these decisions, a consumer generally considers many products or brands, some product attributes, seeks minimal external information sources, and spends a small amount of time researching the decision (see Figure 3-2 in text). Student Instructions 1. For this graded exercise, you will analyze your own consumer purchase decision process. You should complete both steps: Briefly outline your actions or thinking at EACH stage of the purchase decision process; and Describe how each influencing element in the four larger categories and wnd explain how/why each factor influenced, or didn't influence, your purchase. 2. This is an individual assignment 3. You will draw on two sources: Your personal knowledge of the influences on you as a consumer. Information from your Marketing: The Core textbook. 4. You will use Microsoft PowerPoint to prepare a simple Infographic of your own decision process: You can view a short video in eConestoga week 3 that demonstrates how you can prepare this assignment. 5. Submit the completed document to the eConestoga "Assignments" folder under "Course Tools" in eConestoga. 6. Deadline for submission: beginning of your next Marketing class. Infographic definition: An information graphic (infographic) is a visual representation of a data set or instructive material. An infographic takes a large amount of information in text or numerical form and then condenses it into a combination of images and text, allowing viewers to quickly grasp the essential insights the data contains. (Source: Technopedia.com) Influences on the Consumer Purchase Decision Process The consumer purchase decision process is different for each consumer and every buying situation. Considering a recent clothing purchase, use PowerPoint to prepare an infographic to illustrate the influences on your unique and individual purchase decision process Describe how Situational, Psychological Socio-Cultural and Marketing Mix influences impacted your clothing purchase. Figure 3-3 Influences on the Marketing mix influences consumer purchase decision process . Product Price - Promotion . Place Consumer purchase decision process Problem recognition Psychological Influences Motivation Personality Perception Learning Values, beliefs. and attitudes Lifestyle Information search Evaluation of alternatives Purchase decision Post-purchase behaviour Socio-cultural Influences - Personal influence Reference groups - Family - Culture - Subculture Situational Influences Purchase task Social surroundings . Physical surroundings - Temporal effects - Antecedent states Consumer Behavior Background As a marketing student, it is important to consider how consumers are influenced in their purchasing decisions. To do this, consider the last purchase you made of a clothing item or accessory (eg. shirt, pants, shoes, coat, watch, etc.). You made the decision to buy a specific item but there were likely several factors that influenced your ultimate selection. A clothing purchase requires "limited problem-solving (refer to page 68 of your eText for definition and details). To make these decisions, a consumer generally considers many products or brands, some product attributes, seeks minimal external information sources, and spends a small amount of time researching the decision (see Figure 3-2 in text). Student Instructions 1. For this graded exercise, you will analyze your own consumer purchase decision process. You should complete both steps: Briefly outline your actions or thinking at EACH stage of the purchase decision process; and Describe how each influencing element in the four larger categories and wnd explain how/why each factor influenced, or didn't influence, your purchase. 2. This is an individual assignment 3. You will draw on two sources: Your personal knowledge of the influences on you as a consumer. Information from your Marketing: The Core textbook. 4. You will use Microsoft PowerPoint to prepare a simple Infographic of your own decision process: You can view a short video in eConestoga week 3 that demonstrates how you can prepare this assignment. 5. Submit the completed document to the eConestoga "Assignments" folder under "Course Tools" in eConestoga. 6. Deadline for submission: beginning of your next Marketing class. Infographic definition: An information graphic (infographic) is a visual representation of a data set or instructive material. An infographic takes a large amount of information in text or numerical form and then condenses it into a combination of images and text, allowing viewers to quickly grasp the essential insights the data contains. (Source: Technopedia.com) Influences on the Consumer Purchase Decision Process The consumer purchase decision process is different for each consumer and every buying situation. Considering a recent clothing purchase, use PowerPoint to prepare an infographic to illustrate the influences on your unique and individual purchase decision process Describe how Situational, Psychological Socio-Cultural and Marketing Mix influences impacted your clothing purchase. Figure 3-3 Influences on the Marketing mix influences consumer purchase decision process . Product Price - Promotion . Place Consumer purchase decision process Problem recognition Psychological Influences Motivation Personality Perception Learning Values, beliefs. and attitudes Lifestyle Information search Evaluation of alternatives Purchase decision Post-purchase behaviour Socio-cultural Influences - Personal influence Reference groups - Family - Culture - Subculture Situational Influences Purchase task Social surroundings . Physical surroundings - Temporal effects - Antecedent states