Your response should be 1000 words.
Consumer behaviour has always been a timely marketing topic. This can be explained by the fact that the ability to understand and influence the behaviour of consumers lies at the core of marketing efforts.
Reflect back on the purchase that you intended to make however you did not finalise it at the end (assuming that you simply did not ‘convert’ and the intention of buying did not convert to the actual purchase according to the categorisation of Dewey (2010) and you dropped out at the fourth stage, purchase. In your response focus on the analysis of the decision-making behaviour based on your own experiences.
In your own example, describe the previous stages being ‘problem recognition’, ‘information search’, ‘evaluation of alternatives’, and stop at the ‘purchase’ stage and reflect back on how the marketer could have triggered you to convert into the actual purchase. In other words, you are the customer and you are advising the marketer how to influence your behaviour in favour of the marketer’s product or service.
Please support your arguments within your response with the applicable literature and industry knowledge. The assumption is that you did not make that intention in the offline world, but instead the technologies and digital innovation have contributed.
The following learning outcomes for the module are applicable to this assignment:
- Critically evaluate how theories and models of consumer behaviour can be used to develop value propositions in a digital environment.
- Analyse and evaluate consumer behaviour from a sustainable perspective according to existent theories and research.
- Critically reflect upon the role of online consumption in society.
- Critically assess and evaluate different consumer research methods, both online and offline.
- Design and implement digital analytics tools that use consumer behaviour research to enhance the customer experience.