Consumer Decision Making Process

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 1,050- 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:Problem recognitionInformation searchAlternative evaluationPurchaseUseEvaluationAnswer 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.

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Consumer Decision Making Process
Grading Guide
MKT/435 Version 7
Consumer Behavior
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Consumer Decision Making
Process Grading Guide
MKT/435 Version 7
Edited in accordance with University of Phoenix® editorial standards and practices.
Consumer Decision Making
Process Grading Guide
MKT/435 Version 7
Individual Assignment: Consumer Decision Making Process
Purpose of Assignment
The assignment due in Week 4 provides students with an overview of the consumer decision-making process.
Students apply this understanding of the purchase process by applying it to their own recent purchase of a
durable good. By applying a personal real world example, the idea of a purchasing process converts from
theory to practice.
Grading Guide
Not Met
Not Met
The student analyzes a recent purchase they
made of a durable good.
The student reviews the steps taken in
making this purchase decision: (1) Problem
recognition, (2) Information search, (3)
Alternative evaluation, (4) Purchase, (5) Use,
(6) Evaluation.
The student discusses which steps they went
through and which steps in the purchasing
process were most important.
The student, if certain stages were skipped,
reviews what marketing or previous
experience influenced them to skip this stage.
The student discusses what the selling
organization could have done more effectively
from a marketing standpoint to help move
through these stages.
The paper is 1,050 to 1,400 words in length.
Writing Guidelines
The paper—including tables and graphs,
headings, title page, and reference page—is
consistent with APA formatting guidelines and
meets course-level requirements.
Consumer Decision Making
Process Grading Guide
MKT/435 Version 7
Writing Guidelines
Not Met
Intellectual property is recognized with in-text
citations and a reference page.
Paragraph and sentence transitions are
present, logical, and maintain the flow
throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Assignment Total
Additional comments:

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