PSY514 - Consumer Psychology Assignment No. 1 Discussion & Solution Spring 2019 Due Date: May 16, 2019

SEMESTER Spring 2019
Consumer Psychology (PSY 514)
Assignment No. 01
Due Date: May 16th, 2019 Marks: 20
Assignment Objectives:
Upon completing the assignment, students will be able to:
 Answer the question of why consumer buys certain product(s).
 Comprehend the environmental factors and marketing strategies impacts the consumer behavior.
 Comprehend the process of consumer decision making.
 Implementing the knowledge of consumer decision making process to the practical scenario.
Dear Students,
This assignment intended to make the students learn about the process of making decision about
buying the certain product over the others. This assignment largely covered from lesson five but the
students are encouraged to use their knowledge and concepts from other lectures and reading material
as well. The students are required to complete this assignment by conducting a small activity and
analyze that activity in the light decision making process elaborated in the lecture.
Activity (5)
Each student is required to go to the local (preferably large) departmental store and purchase any one
of the following product of your choice.
 Shampoo
 Cold drink
 Skin care product (like moisturizer or girls may choose beauty product like lipstick )
The students are required to do the write-up or narration of this activity including the important details
like the product bought, the name of the departmental store, area or location of the departmental store
and buying details like narration from intentions to buy, entering to the store to exit from the store. (It
is encouraged that students just narrate the incidences rather than thought process in this part).
Write up (15)
Students are required to address the three main components of the consumer decision making process
which are defined in three distinct but interlocking stages include; input stage, process stage, and
output stage.
Input stage (5)
In the input stage, the two main types of major influences on the consumer need to be addressed in this
section in reference to the activity performed as first part.
Process stage (5)
The process stage purely addresses the five main stages (motivation, perception, learning, personality,
and attitudes) of psychological processing of information. You are required to briefly define each stage
briefly and then expand on it in the context of activity and considering yourself a consumer in this
Output stage (5)
At this stage, elaborate on two post purchase activities the ‘purchase behavior’ and ‘post purchase
Marking Scheme:
Activity (5)
Write-up (5+5+5=15)
Input stage (5)
Process stage (5)
Output stage (5)
Only in the case of Assignment, 24 hours extra / grace period after the due date is
usually available to overcome uploading difficulties which may be faced by the students
on last date. This extra time should only be used to meet the emergencies and above
mentioned due dates should always be treated as final to avoid any inconvenience.
Important Instructions:
Please read the following instructions carefully before attempting the assignment solution.
 Make sure that you upload the solution file before the due date. No assignment will be
accepted through e-mail once the solution has been uploaded by the instructor.
Formatting guidelines:
 Use the font style “Times New Roman”/ “Arial” and font size “12”.
 It is advised to compose your document in MS-Word 2003.
 Use black and blue font colors only.
Solution guidelines:
 Every student will work individually and has to write in the form of an analytical
 Give the answer according to question.
 For acquiring the relevant knowledge don’t rely only on handouts but watch the video
lectures and use other reference books also.
Rules for Marking
Please note that your assignment will not be graded or graded as Zero (0) if:
 It has been submitted after due date
 The file you uploaded does not open or is corrupt
 It is in any format other than doc (MS. Word)
 It is cheated or copied from other students, internet, books, journals etc…

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