Contemporary Consumer and Customer Behaviour

Module: Contemporary Consumer and Customer Behaviour

Individual Assignment

Key Concept Exercise

Types of decision-making processes

Behind a simple decision-making process, there are many processes which influence the decision-making. A consumer may take an emotional decision, or he/she may take a well-researched decision. Based on his/her observation, different processes can be defined for decision-making.

Decisions are usually important for the consumer (e.g. a potential wrong decision includes a high level of perceived risk or the product is relatively expensive). On the other hand, some decisions require less effort and are less time consuming as the alternative products are not thoroughly evaluated.

This week’s Collaboration will enable you to engage with your colleagues in a further exploration of the important ideas and issues you studied in your Key Concept Exercise.

To prepare for this Collaboration:

• Review the Required Learning Resources below
• Identify one clothing item, pair of shoes or accessory that you recently purchased following the (a) extensive and (b) limited types of decision-making. Provide an example of using both types of decision-making processes for different items.
• Compare and contrast your two experiences.To complete this Collaboration:
• 700-800 words complete the following:
  1. Discussing the impact of demographics on the decision-making process
  2. Discussing factors that influence the ‘search’ and ‘evaluation’ stage of the decision-making process
  3. Discussing differences in extended, limited and automatic decision-making process and relevant marketing strategies
  4. Extending the subject into new but relevant areas (e.g. ethical dimensions or dilemmas in the decision-making process, satisfied vs. dissatisfied consumer behaviour in the last stage of the decision-making process, the influence of family, etc.) Important note:Content should reflect the below references, other reference will not be accepted.Work will be rejected if plagiarism exceeded 10%. References:Cuddeford-Jones, M. (2014) ‘How women aged over 50 shop for fashion’, Marketing Week, p.15.
     Use the University of Liverpool Online Library to find this article.

Culiberg, B. & Bajde, D. (2013) ‘Consumer recycling: an ethical decision-making process’, Journal of Consumer Behaviour, 12 (6), pp.449-459.
Use the University of Liverpool Online Library to find this article.

Darley, W.K., Blankson, C. & Luethge, D.J. (2010) ‘Toward an integrated framework for online consumer behavior and decision making process: a review’, Psychology & Marketing, 27 (2), pp.94-116.
Use the University of Liverpool Online Library to find this article.

East, R., Uncles, M.D. & Lomax, W. (2014) ‘Hear nothing, do nothing: the role of word of mouth in the decision-making of older consumers’, Journal of Marketing Management, 30 (7/8), pp.786-801.
Use the University of Liverpool Online Library to find this article.