Consumer Decision Making Process Grading Guide


Consumer Decision Making Process Grading Guide

MKT/435 Version 7

Consumer Behavior


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Individual Assignment: Consumer Decision Making Process

Purpose of Assignment

The assignment due in Week 4 provides students with an overview of the consumer decision-making process. Students apply this understanding of the purchase process by applying it to their own recent purchase of a durable good. By applying a personal real world example, the idea of a purchasing process converts from theory to practice.

Grading Guide

Content Met Partially Met Not Met Comments:

The student analyzes a recent purchase they made of a durable good.  

The student reviews the steps taken in making this purchase decision: (1) Problem recognition, (2) Information search, (3) Alternative evaluation, (4) Purchase, (5) Use, (6) Evaluation.

The student discusses which steps they went through and which steps in the purchasing process were most important. The student, if certain stages were skipped, reviews what marketing or previous experience influenced them to skip this stage. The student discusses what the selling organization could have done more effectively from a marketing standpoint to help move through these stages. The paper is 1,050 to 1,400 words in length. Total Available Total Earned 7 #/7 Writing Guidelines Met Partially Met Not Met Comments:

The paper—including tables and graphs, headings, title page, and reference page—is consistent with APA formatting guidelines and meets course-level requirements. Intellectual property is recognized with in-text citations and a reference page. Paragraph and sentence transitions are present, logical, and maintain the flow throughout the paper. Sentences are complete, clear, and concise. Rules of grammar and usage are followed including spelling and punctuation. Total Available Total Earned   3 #/3 Assignment Total # 10 #/10 Additional comments: