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Please select at least one product/service (or a number of products/services or a combination of both) and discuss the influence of different 'Internal Factors' on a consumer's decision-making process for that product or service.
You are expected to discuss product/service selection in relevance to consumer needs and motivation; personality and self-concept; consumer perception; consumer learning and involvement; and consumer attitude development and change.
The discussion needs to be closely linked to the chosen product/service’s marketing mix elements; marketing strategy (segmentation, targeting and positioning) and consumer decision-making process.
Obviously, some theories and concepts in Chapters 1-7 will be more relevant to this assignment.
You must apply the concepts and theories you have learned from your reading of the text to the selected product/service and consumer decision-making process and not just list or describe them.
LED is a consumer durable item which is used for entertainment purpose.
Purchasing decision of an LED depends on upon certain product features as well as customer's need, desire and expectations of the product.
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