23 Jun CHOOSE TWO PURCHASE SITUATIONS
The assignment is designed to enable you to build a comprehensive knowledge of key variables which are significant to the understanding of
consumer buying behaviour. The assignment requires you to conduct extensive reading in order to develop a knowledge-base of various
consumer research processes and variables. The relevant learning outcomes are available in the module descriptor.
Task 2 (3500 words; 75%)
2) Choose two purchase situations from the above. Compare and contrast these situations by considering the factors that existed at the
time of purchase (such as in-house promotions, store layout and customer service) or prior to it (such as advertising; psychological and
demographic variables) which influenced your purchase decision.
3) Discuss these two buying situations by critically examining the relevance of:
a) various psychological variables (that you may have covered in the class and others you may have come across in your reading). For
instance you might argue that you have held a strong attitude towards a particular issue such as child labour, which has influenced your
buying in the clothing context. Provide evidence from the literature (secondary sources) to back up your discussion. For instance the
relevance of attitudes as discussed by others academics .
b) various demographic variables and as above provide evidence from the literature to back up your discussion.
4) Choose the most appropriate decision making models available in the literature and discuss
the stages you adopted whilst buying. However if your identified buying stages do not fit in
with the existing models you may suggest a variation and describe it.
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