Assessment 1
• In writing, apply a decision-making model of your choosing to a complex purchasing decision that you have made in the past.
By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria
• Competency 1: Assess the role that customers assume to acquire, consume, and dispose of products and services. o Describe how the decision process influenced consumer behavior.• Competency 2: Analyze consumer behavior. o Analyze consumer behavior within a complex purchasing decision.• Competency 3: Assess the managerial application of customer behavior concepts. o Assess the managerial application of customer behavior concepts
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Questions to Consider
To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of the business community.
• We are all consumers. On a daily basis, we find ways to obtain, consume, and dispose of products. Think of an example of what you have done as a consumer in your own life. How did you participate in obtaining, consuming, and disposing of a product? What was interesting, unique, or creative about the product? Why did you obtain the product by a certain method as opposed to a different method? Was the product used, or consumed, in the way the seller intended?• Select a well-known organization that you believe uses the idea of consumer orientation. What are two ways that the organization displays consumer orientation? Assess the success of the organization in its use of consumer behavior concepts. What would, and does, influence customer behavior as it relates to this organization, its business, and its consumer orientation?• The government, from the national level to the local level, plays an important role in how products are acquired, consumed, and disposed of. Think about the policies of the government on the acquiring, consuming, and disposing of products. Select an aspect of your local community that you believe that the government, whether local or national, should act upon, or does act upon, in acquiring, consuming, or disposing of a product. What is the consumer’s role in this aspect as it relates to acquiring, consuming, or disposing of the product? Does the government have any control or role in this aspect currently? Should the government take a more active role or a less active role in this aspect?• Although consumers can often identify their own processes for buying particular products, the purchasing habits of other people can sometimes seem mysterious. Consider whether you think most purchasing is done through a process, like a structured consumer decision-making process, or through gut decisions.• For many consumers, there comes a time when they become dedicated to a particular brand or service. Some have described this as moving from a customer to a friend, and finally to a fan. Review the presentation Customers, Friends, and Fans, linked in the Resources, which addresses these categories. Then, consider these categories, the conversion through the categories, and the companies with which you interact as a customer, and respond to the following: o Describe your experience with three different enterprises. Pick one enterprise for which you would consider yourself a customer, one enterprise for which you would be a friend, and one of which you could call yourself a fan.o Why would you consider yourself a customer, friend, or fan of each enterprise? What has the company done to put you into the category you chose?
Assessment Instructions
• As consumers, we all undergo a decision-making process when considering which products to purchase and use. Choose a complex purchasing decision of which you have been a part in your personal life or in your job. Using a decision-making model of your own choosing and your chosen complex purchasing decision, complete the following:• Define your chosen decision-making model.• Describe, in detail, how you experienced each step in this consumer decision-making model as it applies to your complex purchasing decision.• For clarity, describe each step in a separate paragraph.
Use proper APA style and formatting. The content of your assessment should determine its length.
Consumer Decision-Making Model Scoring Guide
Consumer Decision-Making Model Scoring Guide Grading Rubric
Criteria
Non-performance
Basic
Proficient
Distinguished
Analyze consumer behavior within a complex purchasing decision.
Does not identify consumer behavior within a complex purchasing decision.
Identifies but does not analyze consumer behavior within a complex purchasing decision.
Analyzes consumer behavior within a complex purchasing decision.
Analyzes consumer behavior within a complex purchasing decision and can distinguish the phases of the consumer’s decision-making process.
Apply a consumer decision-making model to the purchasing decision.
Does not apply a consumer decision-making model to the purchasing decision.
Discusses a consumer decision-making model relevant to purchasing decisions.
Applies a consumer decision-making model to the purchasing decision.
Applies a consumer decision-making model to the purchasing decision and contrasts the decision with other consumers’ decisions.
Describe how the decision process influenced consumer behavior.
Does not identify how the decision process influenced consumer behavior.
Identifies but does not describe how the decision process influenced consumer behavior.
Describes how the decision process influenced consumer behavior.
