MKT10007 FUNDAMENTALS OF MARKETING Assessment 2: Consumer decision making process Written by Sarah Cotchett December 2016
Table of content Table of contents 2 Introduction 3 Section 1: Needs recognition 4 Section 2: Information search 5 Section 3: Alternative evaluation 6 Section 4: Purchase decision 7 Section 5: Post-purchase evaluation 8 Conclusions 9 Recommendations 9 References 10 Introduction
The purpose of this report is to evaluate the purchase of the kitchen appliance, the Thermomix, using the five stages of the consumer decision making process. The Thermomix is a multi-functional kitchen devise sold exclusively via in-house demonstrations by Thermomix consultants. Manufactured in France by a German company, the Thermomix is considered to be original and highly innovative in its ability to unite the functions of 12 appliances into one compact unit. These functions include; milling, cooking, emulsifying, whipping, chopping, steaming, mixing, stirring, blending, kneading, precise heat, and weighing. Figure 1. Thermomix by Vorwek thermomix VORWERK Thermomix (n.d.) <http://thermomix.vorwerk.com/fileadmin/data/com- en/img/04_Megadropdown/drop_img_Thermomix_in_kitchen-001.jpg>. The findings of this report have been presented over five sections to clearly identify the key drivers that influence the purchase of this product. The final stage of the report summarises these points and provides the brand with recommendations to improve its sales and marketing strategy. Section 1: Needs recognition