1.

Describe and analyze the decision making process that a student

might go through when buying an outfit for their universitys
graduation party.
Buying an outfit for universitys graduation party is a high
involvement decision-making. Because students only have once
time graduation party in their university life. Therefore they may
search some information before they started shopping.
The process of high involvement decision making are:
1. Problem recognition
2. Search
3. Alternative evaluation
4. Choices
5. Outcomes of choices
Applying these processes into buying an outfit for universitys
graduation party:
1. When student is near the end of her university years, she might
start to realize she needs to prepare some outfits for her
university party.
2. After she realized she needs some outfits, such as party dress.
She starts to search online to consider which brand and style of
dress is suitable for her university party.
3. After online searching, she has some alternative choices, such as
Zara, H&M, Maje, Sandro. In order to choose the best one, she
starts to make a final choice between these brands.
4. She finally chooses Majes dress as her university party dress.
5. She decides to go shopping with her friends tomorrow to buy
Majes dress.
2. Think about the mental categories a consumer might have when
buying a soft drink. Discuss the consumers possible evoked set?
Outline the consumers consideration set? Discuss what might
influence the consumers final decision based on tactics such as
product position (just one example is enough).
When a consumer wants to buy a soft drink, he may choose
carbonated beverage. He may has some evoked set in his mind,
such as coca-cola, Pepsi, Fanta. Evoked set is a group of relevant
brands that a prospective consumer is favorably familiar with when
they are thinking about making a purchase.
Consideration set is the subset of brands that consumers evaluate
when making a purchase decision. A consumer has a limited
information processing abilities and limits the comparison to a
subset of brands that is termed as consideration set. For example:
coca-cola, Fanta, pepsi, sprite, mirinda, 7-up.

3. Explain the concept of consumer involvement and explain how a

marketer can increase consumer involvement with a brand. Discuss
and justify three different strategies a brand manager for a global
television manufacture could use.
Consumer involvement is a persons perceived relevance of a
purchase to the consumer. Consumer involvement including:
1. Low involvement decision making: One in which consumers do
not consider the product important and do not strongly identify
with it.
2. High involvement decision making: A high involvement
purchase exists when a consumer has to buy a product or
service that is expensive, or that poses the risk of significant
emotional consequences if a mistake is made.
To increase consumer involvement with a brand, manager could:
1. Link the brand to hedonic needs
2. Use distinctive or novel ways of communicating your product
3. Use celebrities
4. Tell a story
5. Build a relationship
6. Get the consumer to participate
If I am a brand manager for a global television manufacture, I could
use a advertisement to show a family sit together to watch TV (our
product), and the atmosphere of them is very warm and hedonic.
Using this way can make audience feel happy with our product.
We can also use advertisement through telling story or use some
famous celebrities to advertise our product.