Determinants of consumer behaviour

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Reference no: EM133737922 , Length: word count:800

Consumer Behaviour and Marketing Psychology

Consumer Decision-Making Process

Your task
Individually, you are required to prepare a 800-word analysis of a mini scenario.

Assessment Description
In this individual assessment, students will be given an opportunity to demonstrate their understanding and ability to interpret the broader determinants of consumer behaviour and evaluate different frames of reference by analysing the role of motivation, needs, beliefs and attitudes.

Assessment Instructions
The mini scenario details you must focus on will be available via MyKBS's ‘Scenario generator' button in the subject's assessments tab. Once you click the button, the system will guide you through a few prompting steps, revealing specific details of your customer(s) and their decision-making process.

Ethical Use of Generative Artificial Intelligence
The assessment tasks in this subject require you to demonstrate your learning, and while the use of generative artificial intelligence is not prohibited at Kaplan Business School, it is important to understand that information generated by GenAI tools, such as ChatGPT, Copilot, and DALL-E, may be unreliable, inaccurate, and incorrect.

Question: Remember to submit this handout along with your 500 word written response.

Customer: Jordan
Customer Description: Jordan is a non-binary graphic designer looking for a new laptop. They meticulously research various brands, compare hardware specifications, and seek recommendations from fellow designers before deciding on a high-performance laptop that suits their creative work.
Product or Sevice: Consumer Electronics
Including Smartphones, laptops, TVs, and other electronic gadgets.

Selected product: ASUS ProArt Studiobook OLED (H7604) laptop

Instructions: Based on this scenario analyse the need(s) and want(s) that may have led analyse the need(s) and want(s) that may have led Jordan to buy this laptop by considering their potential state of imbalance. Use theories and concepts covered in weeks 2 and 3 to support your analysis. Don't forget to Google search information about the laptop Jordan bought to inform your analysis.

Reference no: EM133737922

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