Consumer Behaviour

Tutorial 1
Preparation Task
Understanding Consumers
PREP TASK 1 of 7:
Student Learning Objectives:
(Re-) Familiarise students with Consumer Decision-Making (CDM).
Facilitate a critical, reflective understanding of CDM within a specific context.
Encourage the use of a more formal, evidence based approach to the exposition of
personal knowledge.

Student Task:
This course will consider the notion of consumer decision-making (CDM). Re-visit CDM
as described in your marketing textbooks and re-familiarise yourself with the key
concepts involved in the consumers decision to purchase (also in Chapter 9 of Solomon
et al., (2013) text (5th edition) - note the key differences!). You have been given
access to a journal article that considers the role of CDM. The paper is set within a
very specific context of purchasing behaviour buying perfume. Read the article as a
way of deepening your understanding of how the CDM may (or may not) inform
marketers' understanding of different contexts.
Tips:
Reflect upon a recent shopping for perfume experience for yourself and for someone of the
opposite gender (try to empathise if you havent experienced the joys of buying perfume for
someone else). Look at how the value of each stage may be higher or lower, depending upon
the perspective used to understand your/consumers behaviour.

Submit your answers via VISION (check Vision for details) with your name and student
number clearly marked below.
All 7 prep tasks must be submitted to qualify for the course.
You will receive standardised feedback for the example exam/essay style question.
Keep these safe and use as a revision tool for future assessment.
This topic will form the basis of revision for Understanding the Consumer.

Your Name
Matriculation Number
Date Submitted
Your Lecturer / Tutors Name

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:
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Understanding Consumers

Miss Elena Shevchenko

PREP TASK

ONE
of
SEVEN

This prep task formalises your learning by asking a series of questions relating to the topic and may
usefully inform thinking concerning the exam style question below.
Provide brief answers to these questions within the boxes.

Discuss the value of the Consumer Decision Making process

as a means of understanding the purchase of intimate apparel.

(the above is a typical exam style question there is no need to answer this here
the content of the boxes ultimately helps you to collect info pertinent to this sort of question for revision purposes)

Now outline answers to the following questions within the boxes:

Name the 5 stages of the Consumer Decision Making (CDM) model and describe what is meant by
each term (1 sentence each max):

Where can I find this model (provide a FULL reference)

For each stage, show how this process might be realised for the consumer (use a different
context for each stage) e.g. Buying a Television - Information search may include reading consumer reports and
talking to friends

Now for each stage, give examples of where this stage may be less important -

e.g. Buying groceries Info search limited and consumers often display habitual and/or brand loyal behaviour

Name and describe (1 sentence each max) the 3 perspectives that Solomon et al say might
mediate the CDM (tip - chapter on Individual Decision-Making):

Name one issue/reason* that might ENCOURAGE the purchase of perfume by:
Woman for a man
Man for a woman

Name one issue/reason* that might PREVENT the purchase of perfume by:
A woman for a man
A man for a woman
* you can include more examples if youre feeling keen!

Explore the value/usefulness of using CDM models to explain consumer behaviour:

(This question is a chance for you to collect some insights that will help you to provide a more critical
answer in your examination (e.g. think of useful and less useful elements, explain why you think they
are more or less useful, give examplesthis then becomes a great crib sheet for your revision).

Well done now think about these issues when you next go shopping