MKG102 - Consumer Behaviour

Step 2: Week 1 to Week 3: The Personal Audit 1. In your own words define and discuss Consumer Behaviour using the assigned textbook and at least five (5) other academic resources (academic journals, etc) 2. Conduct a personal audit of your consumer purchasing decision process for three familiar products including your (a) choice of mobile phone; (b) choice of university and (c) choice of your favourite restaurant. Such a description needs to “dig deeper” than simply, “My friend told me to buy the iPhone, so that’s what I did”. Additional questions should include for example, Why an iPhone? What else could have been purchased? What else have you purchased before? Did you intend to buy an iPhone, or something else? You should delve “further” into your purchase decision than simply these questions. In addition, you need to contrast how your purchase decision differs to someone else you know. 3. Beyond the ‘audit’ you are required to incorporate some of the early consumer behaviour concepts that you have learned - and assess against your own behaviour. How do they fit? Are you an exception?