The aim of this exercise is to undertake the exercise in relation to the 5 Step Consumer Decision Making Process:

1. Problem recognition

2. Information search

3. Evaluation of alternatives

4. Choice/Purchase

5. Post purchase evaluation/behaviour

The assessment requires you to consider the five step Consumer Decision Making model in relation to buying a laptop.

Imagine you have been given a budget of $1,800 to buy a new laptop. In your individual assignment, you must discuss and demonstrate how you would go through each step of the 5 step consumer decision making process.

Identify (1) the steps you would take as a consumer, and identify (2) the relevant theory models used in each step. Additional details in relation to the project will be supplied during weeks 1 and 2 in relation to project framework and expectations. Laptops are to be models available in Australia.  Ensure that you identify at least four brands.

Submission: Tuesday Week 5 Turn-It-In via iLearn

Extension Penalties: No extensions will be granted. Late submission will be accepted up to 48 hours after the submission deadline.  There will be a deduction of 20% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 40% penalty). This penalty does not apply for cases in which an application for special consideration is made and approved.

Consumption communities (focusing on influences on, and marketing strategy responses to consumer behaviour on consumer culture consumption communities).

Groups are asked to select a public consumption community (communities of consumers in which there is a commonality of consumption of brands, services or products). For example consumption communities are often formed around sport, music, fashion, or online services, or specific brands such as Harley Davidson motorcylces; Apple computers, laptops and phones; or Carling lager.  Before choosing your consumption community, ensure that there is enough publicly available information, e.g. web page, forums, case studies, on-line videos and/or journal articles. Your research will be in the form of secondary data.  You are not expected to use primary data, except in the case of netnography, i.e. analysing on-line text.  

In your groups you are then required to:

• 1. Conduct market research: Use secondary market research to identify what is the industry, and key facts for the industry (e.g. sports, motorcyles, computer electronics). Consider trends, values, volume, channels, competitors, and marketing strategy.
• 2. Consumer profiles: Who are the consumer that may be members of consumption communities formed around your brands, services or products? How do they buy, where, when, why, what and how? You can access this information with publicly available information with an emphasis on web pages, news articles and case studies.
• 3. Community structure: What are the structures, boundaries, rules and norms associated with consumers being members of your consumption community of focus? For example if consumers are members of consumption community surrounding a sport - what are the common values, rituals and traditions, and structures guiding how members of the community interact with each other and with the brand, product, or service? 
• 4. Strategy: How do you best engage consumers into purchasing products, services or brands? What do they need to know? How do you fulfill the 5 steps of the Consumer Decision Making Model?

Groups will present their work in four stages:

KEY MILESTONE DATES:

• 1. Due Week 3 Tuesday 5:00pm via Turn-It-In – Project Plan: The Group is to present the Project Plan covering the key aims and objectives of the project and a timeline. Maximum 2 pages. Not assessable but will form part of the Key Issues Report due in Week 6.
• 2. Due Week 6 Tuesday 5:00pm via Turn-It-In– Key Issues Report: Key findings from research and conclusions in relation to strategy. Update of the aims, objectives and timeline. Maximum 5 pages (5%).
• 3. Due Week 13 Tuesday 5:00pm via Turn-It-In– FINAL Report: Submission of the FINAL Report. Report Details will be delivered in class (Weeks 1 and 2) and the Report Framework available on i-Learn from Week 3. The FINAL Report is to display academic theory and commercial application to the task and demonstrated balance will be required using the appropriate business models. Maximum 15 pages (15%).
• 4. Due Weeks 11/12 in the beginning of class – Presentation: Groups will present the key findings and conclusions of the report. This will be a 20 minute Presentation and delivered in class. ALL STUDENTS are expected to attend these two weeks. MARKS will be deducted for non-attendance. Max 15 slides in TOTAL. PowerPoint Slides are to be printed and submitted for marking at the beginning of class before the presentations start. Combined Mark is (10%)

More information will be available in class and your lecturer will guide you through the assignment.

Rationale for the group project assessment:

The group project puts students into a real-world scenario to apply what has been discussed and learned in class. It aims to provide a training opportunity for students to build and refine their cognitive and analytical skills to detect, evaluate and respond to market trends that influence consumer behaviours.

The project is composed of four sequential tasks of different types, each of which will be assessed. Each task offers an opportunity to learn and practice particular knowledge and skills. Students are required to work in a group consisting of approximately 4 members.

 Submission: All written work will be due on Tuesday at 5:00pm of the Week it is due via Turn-It-In.  All groups will be ready to present in the beginning of class (8:30am)  on either Week 11 or 12 as arranged in classes.  

Extension Penalties:  No extensions will be granted.  Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for special consideration is made and approved.

The final examination is designed to provide an individual assessment of the depth of your knowledge of consumer behaviour.  The final exam (worth 40%) will be held during the formal exam period. It will be a three hour closed-book exam, covering the lecture materials, relevant chapters from the textbook (see course schedule), discussions and tutorial activities. The examination will be assessed on how well you use your knowledge and information and present a logical well-structured answer. The exam will consist of multiple choice and short answer.  More details will be posted on iLearn later in the semester. 

Submission: N/A

Extension Penalties: No early examination will be granted.