Consumption and purchase behaviour (consumer behaviour)

Assessing your consumption choices
Your Task
1. From the 27th of February until the 11th March 2012 you are required to keep a consumption and purchase diary and to place a copy of this diary in your Appendix.
The diary shall record your consumption and purchase choices. See the textbook for the
difference between consumption and purchases. Ensure you include both consumption
and purchases.

2. Your diary should be completed in Word and have a column with the day/time,
another column to record your consumption/purchase, and a third column to record your
reflections (e.g. what you were doing, why you did what you did, who you did it with
etc...). Once you have completed your two week record you are ready to begin
classifying,analysing and discussing your consumption and purchase choices in your
reflective assignment.

3. Your assignment should be structured with a title page, a contents page, a short
introduction telling the reader what to expect in the written communication and then a
section for each task, e.g. situational influences, consumption perspectives, value
perspectives, satisfaction, relationship quality, perception, learning and memory,
motivation and feelings, personality and the self-concept, a reference list and an
Appendix. Your assignment does not require a conclusion because the assignment is a
reflective piece.

4. Using your textbook, identify any situational influences (module 2) affecting your
purchases. Situational influences include time, place and conditions (see p. 193 textbook
for an explanation on each). Discuss which and how any or all of the situational
influences impacted on your consumption choices (purchases).

5. Develop a table that classifies your consumption choices into (1) rational perspective (2)
experiential perspective and (3) behavioural influence (see pp. 216-217 of your
textbook). Label the table. Referring to the table you have created that classifies your
consumption choices, discuss the consumption choices and their different perspectives
using your purchases as examples in your discussion.

6. Now you will need to look at your purchases again and re-classify your purchases into
either hedonic or utilitarian value. You may want to include a third option in your reclassification,
for purchases that have both hedonic and utilitarian value (see p. 233 of
your text). Discuss the impact of value on your consumption choices referring to the
table you have created.

7. Read pages 250-261 of your textbook and discuss satisfaction in relation to your

8. Discuss any relationships that you have developed (or continued) in relation to your
purchases (see pp. 278 -280 of your textbook). When discussing these (new or ongoing)
relationships, discuss them in terms of the a?qualitya? of the relationship.

9. Refer to module 5 a perception, learning and memory (chapters 3 and 4 of your
textbook), choose five of your purchases, describe those purchases and discuss the
influence of perception, learning and memory on those consumption choices.

10. Refer to module 6 motivation, emotion and aroused feelings (chapter 5 of your
textbook), choose five of your purchases, describe those purchases and discuss the
influence of motivation, emotion and aroused feelings on those consumption choices.

11. Refer to module 7 a personality and the self-concept (chapter 6 of your textbook), reclassify
your purchases into those that are affected by or influenced by your (1)
personality, (2) lifestyle and (3) self-concept, and (4) those that are unaffected by either
personality, lifestyle or the self-concept. Discuss the effect of personality, lifestyle and
the self-concept on consumption choices.

12. Compile all of the information from tasks 4-11 and place them in a single document
marked Assignment 2, and titled a?An analysis of my consumption and purchase choicesa?.
In your document (Assignment 2) you should have a title page, a contents page and a
short introduction and following is eight sections (1) situational influences, (2)
consumption perspectives, (3) value, (4) satisfaction, (5) relationship quality, (6)
perception, learning and memory, (7) motivation and aroused feelings and (8) personality
and the self-concept.