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Consumer Decision-Making Model

In writing, apply a decision-making model of your choosing to a complex purchasing decision that you have made in the past.

Introduction

Consumer behavior is one of the most interesting topics in the discipline of marketing. Attempting to understand why consumers buy certain products but not others or why a particular product becomes a must-have item is fascinating detective work. To engage in these types of activities, it is necessary to understand the role of consumer behavior within the discipline of marketing, as well as the different approaches to consumer decision-making. Although understanding precisely why consumers behave the way they do is not always possible, it is generally possible to understand themes, or the overarching rationale, for certain types of behavior. For example, convenience is a theme that pervades an enormous number of goods and services.

The wide range of consumer preferences creates many different categories of customers and a large number of choices of products. Because of the variability within consumer behavior, it is important to know how consumer behavior has evolved and what trends may appear in the future. By understanding how consumer decision-making impacts the products that are available now and in the future, marketers may help direct their companies to decisions that meet customer needs and bring greater profitability.

Preparation

To prepare for this assessment, please review the following important topics:

Targeting to Customer Preferences

The ability of modern companies to be successful often depends on their ability to target particular products to the right type of customer. Having a clear understanding of the different categories, or segments, of customers is a critical part of targeted marketing. Such segmentation has not always been the way products are marketed.

At the turn of the 20th century, Campbell’s Soup was sold in only 21 flavors, whereas today, Campbell’s has over 30 flavors of low-sodium soup alone—not to mention the dozens of other flavors that are available to meet consumers’ wants (CSC Brands, 2005). The simple lesson from Campbell’s is that companies must understand the different segments of customers and their preferences and tailor their marketing efforts as needed.

Consumer Decision-Making Process

Although one person’s consumption habits may look like random craziness to other people, the reality is that most individuals employ a fairly standardized process for certain types of purchasing decisions. Understanding the theories related to models for consumer decision-making is a first step for marketers who want to make sense of consumers’ actions.

Many variables affect the type of decision processes a consumer will use, but patterns in decision-making do emerge. For example, when a consumer is buying his or her first car, this consumer is likely to fully engage in each of the steps in the consumer decision-making process. However, when a consumer becomes loyal to a particular brand of cars and is about to buy his or her eleventh new vehicle, he or she will most likely truncate the decision-making process dramatically.

Reference

CSC Brands, Inc. (2005). Campbell’s: Our company. http://www.campbellsoupcompany.com/

Instructions

As consumers, we all undergo a decision-making process when considering which products to purchase and use. Choose a complex purchasing decision of which you have been a part in your personal life or in your job. Using a decision-making model of your own choosing and your chosen complex purchasing decision, complete the following:

  • Define your chosen decision-making model.
  • Describe, in detail, how you experienced each step in this consumer decision-making model as it applies to your complex purchasing decision.
  • For clarity, describe each step in a separate paragraph.

Use proper APA style and formatting. The content of your assessment should determine its length. Visit Evidence and APA for help with APA.

Competencies Measured

By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:

  • Competency 1: Assess the role that customers assume to acquire, consume, and dispose of products and services.
    • Describe how the decision process influenced consumer behavior.
  • Competency 2: Analyze consumer behavior.
    • Analyze consumer behavior within a complex purchasing decision.
  • Competency 3: Assess the managerial application of customer behavior concepts.
    • Assess the managerial application of customer behavior concepts.

Ethical Business Management

Write a 250-500 word analysis in which you examine several philosophical approaches to ethics and the role of social responsibility in international business.

Introduction

An organization’s approach to business ethics is a critical aspect of international business operations. Managers must understand that success may hinge on an astute analysis of ethical business practices and how a particular philosophical approach to ethics can affect an organization’s ethical standing abroad.

Complete the following:

  1. Use the Capella library or Internet to research the following philosophical approaches to ethics—sometimes referred to as “straw men.” Some ethics scholars consider these approaches as exemplifying the inherent challenges in determining guidelines for ethical decision making in a multi-national organization.
    • The Friedman Doctrine.
    • Cultural Relativism.
    • The Righteous Moralist.
    • The Naive Immoralist.
  2. Write an analysis of the role that social responsibility plays in doing business internationally. To guide your analysis, consider the organizational structures and hierarchies of any organization involved in international business. In your analysis, address the following questions:
    • What effect does an organization’s ethical standing, or reputation, have on its business abroad?
    • Will any of these philosophical approaches to ethics work in the organization you have in mind? Why or why not?
    • How does a particular philosophical approach to ethics reflect on an organization and its managers?
  3. Support your analysis with references from the Capella University Library, GlobalEDGE website, or other Internet sources.

Additional Requirements

Use the following guidelines when writing your analysis:

  • Length: 250–500 words.
  • Writing: Your analysis should be free of grammar and spelling errors, demonstrating strong written communication skills.
  • Format and References: Use proper APA-formatted references and in-text citations when identifying your sources.

Competencies Measured

By successfully completing this assessment, you will demonstrate your proficiency in the course competencies through the following assessment scoring guide criteria:

  • Competency 1: Analyze cultural communications that affect international business.
    • Determine how a particular philosophical approach to ethics reflects on an organization doing business internationally.
  • Competency 2: Evaluate patterns of global organizational structure and hierarchies.
    • Determine whether a particular philosophical approach to ethics is practicable in an organization doing business internationally.
  • Competency 3: Analyze the role of international business culture in the negotiation process.

Global Market Variables

Write a 250-500 word analysis of the feasibility and effectiveness of outsourcing legal services to another country.

Introduction

Many business processes and services can be outsourced to other countries. The success of such ventures depends upon the ability of business managers to evaluate the feasibility and effectiveness of outsourcing any particular processes or services.

During the latter part of the 20th century and continuing into the 21st century, one of the dominant themes in business has been globalization. Advances in technology are undoubtedly a significant factor in enabling globalization, such as the ability for business managers around the world to communicate instantly and effectively using voice, text, and even video. The Internet and associated software and hardware have also had a dramatic impact on that, allowing documents, databases, and a wide range of information to be shared without concern for time or geographic boundaries. Capella courses are prominent examples of that, with faculty, learners, and staff all involved in providing an efficient and effective learning environment spanning many countries. The manufacturing sector is another prominent example of globalization, such as the manufacturing and assembly operations of automobile manufacturers spanning international boundaries.

Certainly some would say globalization has provided many benefits to businesses and people interested in obtaining associated products and services. But at the same time, globalization has created significant controversies and challenges. For example, governments throughout the world are now finding it difficult to define and interpret the modern business world as related to historical “made in X” (X being some country) guidelines or laws. At the very least, such definitions are often lengthy and complex these days.

One of the most intriguing (and likely challenging) issues facing business at present is the topic of cross-cultural differences related to globalization. What’s considered perfectly acceptable in one country might be considered inappropriate or even illegal in a different country. And at a more subtle level, topics such as how managerial decisions are discussed, negotiated, and approved within an international business environment can have significant cultural dimensions. Some countries have a highly participative culture, where a fairly large group of managers will be involved in considering some issue. Others might have a more centralized decision-making culture, whereby the senior manager involved has the responsibility for making relevant decisions.

Examine the issue of potentially outsourcing legal services to another country. Write an analysis that addresses the following questions:

  • What are some of the variables associated with outsourcing legal services? Which major, or key, variable constitutes the driving force behind this practice?
  • Do you consider legal services outsourcing a good practice in terms of cross-cultural communication and cross-cultural organizational structures and hierarchies? Why or why not?
  • What other business processes or services might be good candidates for outsourcing? Why? How do these business processes and services compare to legal services in terms of potential outsourcing risks and benefits?
  • What are some of the issues business managers should consider as they determine whether to outsource such services? Which of these issues are more or less important to a successful outcome than others? Why?

Support your analysis with references from the Capella University Library, GlobalEDGE website, or other Internet sources.

To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of the business community.

Using your own international business experience, reflect on the following:

  • What challenges might manager faces if they are unable to speak the language of a country in which they are involved?
  • What attributes do you believe successful global managers should possess?

Additional Requirements

Use the following guidelines when writing your analysis:

  • Length: 250–500 words.
  • Writing: Your analysis should be free of grammar and spelling errors, demonstrating strong written communication skills.
  • Format and references: Use proper APA-formatted references and in-text citations when identifying your sources.

Competencies Measured

By successfully completing this assessment, you will demonstrate your proficiency in the course competencies through the following assessment scoring guide criteria:

  • Competency 1: Analyze cultural communications that affect international business.
    • Evaluate the practice of outsourcing in terms of cross-cultural communication.
  • Competency 2: Evaluate patterns of global organizational structure and hierarchies.
    • Determine the driving force behind outsourcing business processes and services.
    • Identify business processes and services that are good candidates for outsourcing.
  • Competency 3: Analyze the role of international business culture in the negotiation process.
    • Determine the feasibility of outsourcing in terms of cross-cultural organizational structures and hierarchies.
    • Identify the most significant issues business managers should consider when determining whether to outsource business processes and services.