Assignment Cover Sheet All assignments are to be submitted electronically via Turnitin on or before the due date of the assignment unless otherwise specified. Program: (Please tick one) Master of Business Administration Graduate Certificate in Accounting Master of Professional Accounting Bachelor of Business Master of Accounting Diploma of Commerce Subject Code: MBA 404 Subject Title: Consumer Behaviour and Marketing Psicology Assignment/Essay Title: ____________Individual Video Project ______ Lecturer’s Name: Anastasia Yeark Your Name: Jessica Zapata Fernandez Student Number: 126565 Assignment Due Date : 24/04/2017 Your assignment should meet ALL the following requirements: (Please confirm by ticking each item before submitting your assignment) Section above has been filled out correctly  Assignment is in an easy to read, 11 pt font, arial font, with 1.5 spacing  Assignment is referenced properly (in-text and end-text references) Pages are numbered  Declaration below is completed and signed  I have kept a copy of this assignment ALL FORMS OF PLAGIARISM AND UNAUTHORISED COLLUSION are regarded as serious academic misconduct by Kaplan Business School and may result in penalties, including failure of the unit and possible disciplinary action. If you are in doubt, consult your Lecturer. Video https://youtu.be/8OydkcWvo0w Notes. My name is Jessica Zapata and today I will talk about the 5 steps of consumer behaviour I am going to explain it according to my own experience First step to look around is ⦁ NEED RECOGNITION: Most decision making starts with some sort of problem. It is when we develop a need or a want that we want it to be satisfied So basically we feel like something is missing and needs to address something to get back that “Normal feeling” The NEED that I found on me when I purchased my sport shoes was: ⦁ Stay comfortable any time (Work, hanging out, shopping… among others.) BUT it is also because of health problems, so basically all that I need is to relieve the pain. ⦁ Why Do I WANT those shoes? Because of the sense of being cool, social attractive and the sense of feelings that the product brings to me, such a good memories… (All relevant when I was 14 years old or so). ⦁ It also has a STIMULI which is an effect in sensitive/touch regarding the activity that has been done. ⦁ INFORMATION SEARCH : What do I know about this product? Internal information Many good athletes in many disciplines uses Nike… so when I used to play basketball (just because want to be tall, nothing happens) my parents bought me infinity pairs of shoes to play, almost every month.. Then I so an advertisement where MICHAEL JHORDAN was using Nike products. What does it means to me? Nike shoes are very reliable and qualified product because being basketball player isn’t easy ($$$) you spend too much on shoes… For me Nike means durability. External information It is “All you need to be your best” (Nike brings inspiration and innovation to every athlete) “Just do it” (I did :D ) Let’s remember that in here in step 2 we have two categories of controlled information… - Non-Marketing (walking somewhere and see people wearing the product) ,,, and Marketing (Football players or any other athletes promoting the product) ⦁ EVALUATION OF ALTERNATIVES: In this step let’s construct and awareness set to can identify the unawareness set of my product NIKE. ⦁ Evoked Set (Alternatives given consideration) Adidas, New balance, Puma ⦁ Iner set (Backup alternatives) Vans, Converse ⦁ Inept Set (Avoided alternatives) Reebok, Crocs (Rubber and plastic) ⦁ UNAWERENESS SET (Alternatives that as a consumer doesn’t know about) Minimal Runner (show picture) ⦁ PURCHASE: Well considering circumstances such as yearly income and affordability before making a decision of purchase… I wasn’t able to get not even a single shoe (When I came to Australia, The moment that I want them the most) When I got them… My circumstances wasn’t very good at all but I got parents help… Now If I would like one Pair I can do it but I need to project myself to can having them. ⦁ POST PURCHASE BEHAVIOUR Regularly, this mental conflict doesn’t exist in me if I did purchase any pair of shoes but usually happens with any other products. My cognitive dissonance experience is more approach-approach, due to my type of consumer buying decision is extensive so if I take the decision of buying something it has to be a good money value.