MKT 435 Week 4 Assignment

Assignment Content

Resource: Consumer Decision Making Process Grading Guide

Analyze a recent purchase you made of a durable good (durable goods are goods that don’t wear out quickly or those that have a lifespan of more than three years – computers, cars, mobile phones, kitchen appliances, etc.)

Write a 800- to 1,400-word paper in which you review the steps that you took in making this purchasing decision.

Base your review on the following six steps in the consumer decision process:

1. Problem recognition
2. Information search
3. Alternative evaluation
4. Purchase
5. Use
6. Evaluation

Answer the following questions in your paper:

• How many of these stages did you go through?
• Which stage(s) in the purchasing process was/were most important to you?
• If you skipped certain stages, what marketing or previous experience influenced you to skip this stage?
• What could the selling organization have done more effectively from a marketing standpoint to help you move through these stages?

Format your paper consistent with APA guidelines.

Submit your assignment.

Resources

• Center for Writing Excellence
• Reference and Citation Generator
• Grammar and Writing Guides
• Learning Team Toolkit

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