Demonstrate the ability to map a path to purchase in a given category, including the decision-making process: Consumer Behaviour, Assignment, UOB, UK

University	University of Birmingham (UoB)
Subject	Consumer Behaviour

Learning Outcomes Covered:

LO 1. Demonstrate the ability to map a path to purchase in a given category, including the decision-making process.

LO 2. Evaluate appropriate forms of research to understand influences on the decision making process (B2C and B2B).

LO 3. Evaluate how marketers influence the different stages of the decision-making process (B2C and B2B

Scenario

Imagine that you are working as an assistant marketing manager for a product/service-related business (when you respond to the assignment, you must refer to a specific business). Your manager has asked you to prepare a report which will help them to decide to make improvements in some aspects of their business. Your report will help them develop an understanding of the consumer’s decision-making processes and help/assist the manager in selecting an (Extensive Decision Making) product/service that the organization will need to purchase or develop for the overall upgrade.

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