Marketing Question.

Decision Making Chapter 9 Assignment Worth 20 points Consider a fairly recent, significant purchase you have made. Think of something that you put some thought into and is recent enough and significant enough that you can remember the steps you went through in making that purchase decision. It could be a house, apartment lease, car, computer, guitar, a pair of jeans, shoes, etc. Select something that entailed a meaningful choice process on your part.

Describe your purchase in #1 below. As you are watching the Chapter 9 lectures, pause it at various points when you hear me instruct you to do so, and fill out answers to the following questions in the spaces below, using your own recent purchase as an example.

(You can do it all at the end, but it probably will be easier, quicker, and more meaningful if you do it at the specific part of the lecture where we talk about these particular issues.) The explanation is more important than your actual answer because it tells me that you understood the concept being asked about. Use as much space as you need to answer each question below the question on this document, save the completed document and upload it to the appropriate dropbox (Module 3 Decision-Making assignment).

1. Describe your purchase you selected above:

Product Type:

Brand you ended up purchasing:

Price: Where purchased:

2. Would you describe your purchase as mostly rational, behavioral influence, or experiential in nature? (It probably had elements of all 3, but which was dominant?) Explain why you think so. (Insert your answer here.)

3. Consider your product: How would you rate the levels of each of the following types of risk in your perception? You can put High, Med, or Low for each risk type. Explain your answers! Financial Risk: Social Risk: Performance Risk: Physical Risk: Time Risk:

4. Describe your own Problem Recognition process here: Was it more Need Recognition or Opportunity Recognition Explain!

5. List the information sources you used in your purchase process and classify them as to what type they were below: (You may or may not have used all of these types. Interpersonal Sources: Retail Shopping and Marketing Sources: Neutral Sources:

6. List the brands in your following sets for the purchase you are outlining.: Consideration set: Inert Set: Inept set:

7. List your determinant attributes in this purchase situation. What attributes drove your choice?

8. Categorize each of your determinants attributes you listed in Q6 above as a Perceptual (Search) attribute, an Experiential attribute, or a Credence Attribute. Explain.