Marketing and Consumption: Understanding Consumer Purchase Behavior

This presentation provides an overview of marketing and consumption, focusing on the consumer purchase decision-making process. It highlights the importance of marketing in creating brand awareness and customer engagement. The marketing mix, including the 4Ps, is discussed as a crucial tool for targeting customers. The presentation details two personal purchase experiences: a car purchase involving a standard decision-making process with roles played in a buying center, and an impulsive shirt purchase driven by personal preferences. The roles in the buying center and decision-making criteria are also explored. The conclusion emphasizes the need for effective decision-making in purchasing and the importance of understanding key elements related to the commodity. Desklib offers a variety of study tools and solved assignments to help students further explore these topics.

Summative Assessment 1
(Marketing and
Consumption )

Table of Contents
 INTRODUCTION
 MAIN BODY
 Marketing
 Marketing Mix
 First Purchase
 Second Purchase
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing is an effective practice which is
useful in promoting an attractive image of the
brand among the customers and increase their
engagement towards the products and services
which are provided by them.

Marketing
 Marketing is an effective practice which is
useful in improving the relationship of
organizations with the customers with the help
of effective promotional and advertisement
practices.
 It facilitates the overall response which is
received by the business from their customers
which helps in increasing the overall
productivity of the businesses.

Marketing Mix
 It is an effective tool which is useful for preparing
appropriate strategies for targeting the customers
and increasing their interest in the business
practices.
 It is crucial for organizations to create effective
strategies for the 4Ps which are crucial in the
development of a better company.

First Purchase
 Roles played in Buying centre
 Car was the product which was purchased by me that was needed in order to travel
efficiently to the office.
 There are different roles which are performed by my family and friends in the buying
centre for the success of this purchase decision.
 I was the decision maker, who made the final decision of purchasing the car and had
the authority of selecting the best alternative according to my choice.

Continued…
 Decision making process
 I followed a standard decision making process which was helpful in increasing my
effectiveness in forming better decisions towards the purchase.
 The process was beneficial to identify the key elements which had a major role in
increasing the overall success of the purchasing decision.
 Problem recognition helped me to understand due to which reason I need to invest in
the commodity.

Continued…
 Criteria
 Choosing a specific criterion according to the identified needs has been crucial in order
to make informed decision.
 It is a useful aspect which helped me to gain better advantage and increase my overall
success in purchasing the car effectively.

Second Purchase
 It was an impulsive purchase decision which was taken by me as I liked the black shirt
very much.
 I found it attractive and suitable according to my needs and preferences which
motivated me to make the purchase again and again from the same brand.
 The fabric which is used by the brand is soft which is attractive to me as I like these
type of clothes more likely.

CONCLUSION
 The above presentation concludes that
purchasing is a serious activity that requires
effective decision-making making abilities
and processes.
 It has been crucial for the consumers to
identify the key elements which are related
with the commodity in order to enhance the
success of an appropriate purchase.

REFERENCES
 Huang, M.H. and Rust, R.T., 2021. A framework for collaborative artificial intelligence
in marketing. Journal of Retailing.
 Jain, V.K., Gupta, A. and Verma, H., 2020. Millennials green consumption behavior and
its linkage to firms marketing competitiveness: Findings from select study in
Uttarakhand. International Journal of Global Business and Competitiveness. 15(2).
pp.94-105.