JULY 2019 MKT 10007: FUNDAMENTALS OF MARKETING ASSIGNMENT 2: CONSUMER DECISION-MAKING PROCESS GEORGIA HOMER Prepared by: Georgia Homer Student Number: 102723998 Due Date: 12/07/2019 eLA Name: Anna Campbell
JULY 2019 02 CONTENTS PAGE # INTRODUCTION 03 Need Recognition 04 Information Search 05 Evaluation of Alternatives 06 Purchase 07 Post-Purchase Behaviour 08 CONCLUSION 09 REFERENCES 10-11
CONSUMER DECISION- MAKING PROCESS // AUGUST 2019 03 INTRODUCTION This report intends to evaluate and present the decision- making process that a consumer steps through when purchasing a Mazda CX-5 vehicle. The Mazda brand is the second most popular car brand (according (Jolly 2018)). It is very well recognised within the mid-range market. With its simple slogan, 'Zoom-Zoom' and sophisticated yet fun advertisements, the brand and the CX-5 model caters to a broad audience that ranges from a first car purchase to a downsizing empty nester. The importance of understanding the five key in the consumer's thought process leading up to and after the purchase can help with a marketer with creating a more effective campaign.