Kaplan MBA404 Consumer Behavior Video Project Analysis

This document contains a student's video project assignment for the MBA404 Consumer Behaviour and Marketing Psychology course at Kaplan Higher Education. The assignment requires the student to create a 7-8 minute video analyzing their recent purchase of a product or service using the 5-step consumer decision-making process, as taught in weeks 2-5 of the course. The project is worth 25% of the final grade and is due in week 6. The assignment brief explicitly prohibits the use of voice-over software and outlines technical specifications, including file size limits and acceptable video file types. The provided interview questions and consumer responses are not part of the core assignment, but rather represent an example of potential research that students might undertake in the broader context of consumer behaviour analysis. The project emphasizes critical analysis and application of course concepts to a real-world purchase scenario, excluding products from market leaders like Apple or Nike. The assignment aims to assess the student's understanding of consumer behavior theories and their ability to apply these theories to practical marketing situations. The assignment also provides detailed instructions on how to record and submit the video through Moodle and addresses potential technical issues.

Interview questions
The interview has been performed among 10 customers of three hair and beauty care services
in Australia. To collect the data, structured interview method has been applied.
Question 1: What is that first thing strikes your mind before making a purchase needs?
Consumer 1: ‘I personally would go looking for the things I need first, I am not fond of
being luxurious’
Consumer 2: Well obviously, I will look for the things I need
Consumer 3: Sometimes just for an experiment I may try something else
Question 2: How do you make the decision of choosing the product?
Consumer 1: Well, social media and google search help me the most, I would take days
to search for information to make a good comparison of products that I want to buy
Consumers 6: Yeah, I must say internet helps me to lot in this case
Consumers7: I mostly check the review of the people already used the products
Question 3: What more is there to take into account?
Consumer 5: Well, I won’t go with the reviews but yeah my past experience often helps
me … when I need to make the final call but, before taking the decision, I would check
my wallet, or I will try the product whether it suits me well and will take little more
time.
Question 4: How does the experience after purchase influence you?
Consumer 9: Yeah, definitely, if the product does not meet my basic needs, it would be a
good investment of experience , I can make more wise decision in future.