Hello,the subject name is consumer behaviour, this assessment is collaborative analysis, I have chosen the question which is why do these similarities and differences emerge. You will find this question in the attachment, I will also attach my power point, please just create 2-3 slides to make explaination about the forth question, and make 3 references. If you need any information of this subject, please let me know.
空白演示 Consumer Behaviour Collaborative Analysis By: Quintya, xxx, xxx, xxx Date: xx/ xx/ 2020 Grocery - ie. toothpaste, shampoo, etc. My chosen products: From my first and second assessment, I observed my friend's shopping trip. She went to a grocery shop to buy stuffes for her trips. She bought several kinds of groceryies. Toothpaste and shampoo are chosen as my products for this asignment. A box of bluberry Augus 1 A Designer Handbag Niu Liu 2 A Mobile Phone Xinzhe Li 3 Chosen products for team members: For my team members, Augus provided a list of his daily shopping. So, he chose a box of blueberry to represent his final chosen product. Niu Liu went to Melbourne to purchase her beautiful luxurious Prada handbag. So her choen product would be the designer handbag. Finally, our team member Xinzhe Li got his old mobile phone updated to a new iphone 11. His chosen item is a mobile phone. When looking at our chosen products, and based on the definition, they could be categorized as two kinds of products. The toothpaste, shampoo and the box of blueberry are low-involvement products. On the other hands, the designer handbag and the mobile phone are high-involvement products ( Kumar 2009, p. 454). Similarities in the purchase journey of these products: BY INTENTION Mobile phone Had a plan to replace old one by iphone 11. Blueberry The same blueberry to replace the rotting ones at home. Toothpaste & shampoo Looking for the same ones that has been used up. Designer handbag Had the plan to get the same one seen on the internet. The biggest similarity of purchasing these products is that we made a plan to buy them. In other word, they were bought intentionally rather than randomly. Augus's bluberry went rotting before he ate them so he intended to purchase a box of fresh blueberry. Xinzhe's old mobile phone become extremely slow and out of date, so he decided to get a latest iphone model- iphone 11. Niu Liu saw a model wearing the designer handbag on the internet, she really liked it so she decided to get the same one for herself. For me, my friend used up her shampoo and toothpaste, so she had to buy a new one. And she always uses these particular brands of toothpaste and shampoo. Therefore, the pachase journey of these products are quite directed and pointed. Everyone go straight to the products they need when they start their puachasing. Less time consuimg: bluberry toothpaste & shampoo More time consuming: handbag & mobile phone Time spend on 1 Less expectation: bluberry toothpaste & shampoo More expectation: handbag & mobile phone Expectation before buying 2 Availibility to alternatives 3 Differences in the purchase journey of these products: Less availibility: handbag & mobile phone More availibility: bluberry toothpaste & shampoo There are several differences in the purchase journey of these products. For blueberry, toothpaste and shampoo, these are engaged in routine purchasing. They cost almost no search time and analysis time. As they are the known and habitual products. On the other hand, the handbag and mobile phone took a relative long period of time to compare, to do research and to make the final decision. These are also the difference between low-involvement products and high-involvement products (Ramaswamy 2009, pp. 272-273). Besides, expectation before purchasing are very different. For the toothpast, shampoo and blueberry, they were put no expectations before the were purchased. As they were cheap, been used and been bought by regular basis Therefore, they have relatively a low risk to the buyer if someone makes a mistake by purchasing them (Kurtz, MacKenzie & Snow 2009, p. 152). On the contrary, handbag and iphone 11 were put much more expectation before or even after the purchase. They are far more expensive than the groceries products. Buyers always have more interests on the high-involvement products as they are not purchased often but very relevant and important to buyers. Moreover, the availability of alternative brands are quite different too. When the blueberry, toopaste and shampoo were not available on the shop, buyer may find strawberry and any other brands of toothpaste and shampoo to fulfill the shopping need. So they have high availability to be repalced. However, iphone 11 and handbag have low possibility to be altered. As the buyers has spend a lot to search information, to compare, to eliminate the analysis and had interaction in-depth. Therefore, it is unlikely to repalce them. Kumar, SR 2009, Consumer behaviour and branding: concepts, readings and cases - the Indian context, Pearson Education India. Kurtz, DL, MacKenzie,HF & Snow, K 2009, Contemporary marketing, Illustrated edn, Cengage Learning. Ramaswamy 2009, Marketing management, Tara MacGraw-Hill Education, New Delhi References THANKS MKT301_T1_2020_Assessment_03_v3 Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. Assessment 3 Information Subject Code: MKT301 Subject Name: Consumer Behaviour Assessment Title: Collaborative Analysis Assessment Type: Length: In-class Group Work and Presentation 10 minutes (no more) Weighting: 30% Total Marks: Submission: 100 In-class Activity & Online Due Date: Weeks 8 to 12 Your task Collectively, your group is required to prepare a 10-minute presentation based on the weekly in-class group work and collaborative analysis that explores the similarities and differences in consumer purchuse journeys that you have individually analysed in assessment 1 and 2. Assessment Description In this group assessment, you will be given an opportunity to explain and communicate the complexities of consumer decision-making processes, including the influence of situational, psychological and social factors by identifying and evaluating marketing strategies in relation to consumer motivations. You will be required to demonstrate a broad knowledge of current issues in buyer/consumer behaviour by critically reviewing the place of consumption in modern society. Assessment Instructions This assessment is divided into two parts. The first part being in-class collaboration (15%) and the second is group presentation (15%), combined with compulsory attendance during weeks 8 and 12. During your class in week 8, your group will be required to fill out the group contract (please refer to the template which is located under Assessments Table>Assessment 3> Group Contract Template) by agreeing upon duties and responsibilities of each team member through negotiating individual and collective interests equally. In negotiating your duties and responsibilities, you must consider the main questions required of your group in this assessment. These are: • What were your chosen products? • What were the products of your group members? • What were the similarities and differences in the purchase journey of these products? • Why do these similarities and difference emerge? • How could these findings impact the marketing strategy for your chosen products? What should your business do differently based on these findings? Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B. During week 9, you will be given in-class time to work with your group members on the questions mentioned above. More specifically, you will be required to compare the purchase journeys that you have reflected on and analysed in assessment 1 and 2, and collaboratively discuss any areas of individual research that you have conducted before attending this workshop. During weeks 9, 10 and 11, you and your group members will finalise your comparative analysis and work on your final presentation. Collectively, you should analyse the similarities and differences in the factors that influenced the purchase journeys and discuss why this may be the case. You and your group members will report to each other based on the agreed duties you set in week 8. During week 12, you and your group are required to present the findings of your analysis with recommendations to your fellow classmates and workshop facilitator. The nominated group leader is required to submit the PowerPoint slide deck via MyKBS. You will be marked against criteria such as collaboration, contribution to the weekly group discussion, and contribution to research and presentation. In finalising your presentation, you are also required to use at least 8 sources of information that are referenced (both In-text and end text) in accordance with Kaplan Harvard Referencing Guide. These may consist of government publications, industry reports, and journal articles. Assignment Submission The proposal file must be submitted as a ‘PowerPoint’ file to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot of the Turnitin error message. You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur. Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy. Number of