Introduction
Consumer choice refers to the decisions that consumers make with regards to products and services. The topic of consumer choice examines how consumers decide which products to purchase.
This Webquest allows students to explore the topic “Comparision shopping” and "Choosing where to buy". The WebQuest focuses on identifying types of goods and services, brands and products and choosing what to buy. Students will aim to identify what influences consumers to purchase certain products, research and report on comparison shopping process and explain the factors which affect consumer decisions.
Task
This vitual lesson will aim to teach students about consumer decisions, students are required to complete the tasks within each lesson by using the resources provided. The tasks will use a combination of videos. websites and worksheets through which students will learn about the decision making process and how customers decide where to buy.
Students are required to use a word document to complete the tasks, each lesson and task must be clearly numbered.
Process
Lessons
Lesson 1: comparison shopping (Learning outcomes: 5.1, 5.2, 5.9)
Task 1
Students are required watch the video and answer the following questions in a word document regards to consumer choice and comparison shopping. Google can be used to assist with further research.
https://www.youtube.com/watch?v=eodzL0_psMU
(a) What is comparison shopping?
(b) What impacts consumer decisions?
(c) What are the five needs which shape consumer behavior?
(d) Which of these 5 needs do you think is the most important? Why?
(e) As a product manufacturer which of these would you focus on making most appealing to consumers?
Task 2
Using the following comparison website, compare two products of your own choice and write a paragraph in your word document about your chosen product and how they differ to each other.
Task 3 - Video Big W VS David Jones
Watch the following videos on store comparison and list the differences between each store. Consider products, placement/visual presentation, price, quality, brand image and service.
David Jones vitual tour: https://www.youtube.com/watch?v=gLhs0OGze4s, https://www.youtube.com/watch?v=AC8Eg8OeDks
Big W virtual tour: , https://www.youtube.com/watch?v=isMFSdAWrL8, https://www.youtube.com/watch?v=teDwHIA73nU, https://www.youtube.com/watch?v=B7RAG_xXvnY
Choose a store website either David Jones or Big W and identify the positives and negatives of online shopping. Which would you prefer, shopping in store or online?
Do you think that the suburb in which you live in has impact on where you choose to shop? Why do you think this occurs?
Further references/ resources that may assist your learning:
https://www.youtube.com/watch?v=ud00Xa3tth4
https://www.youtube.com/watch?v=dBmveXPfW1I
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Lesson 2: Comparison shopping continued (Learning Outcomes: 5.1, 5.2, 5.7, 5.9)
Task 1 -Video
Students must watch the YouTube clip and answer the questions provided
David Jones confectionary isle virtual tour: https://www.youtube.com/watch?v=L4Yic5pZX5s, https://www.youtube.com/watch?v=8U67KWuEwDk
Big W confectionary isle virtual tour: https://www.youtube.com/watch?v=teDwHIA73nU, https://www.youtube.com/watch?v=9yftYeO06IU, https://www.youtube.com/watch?v=LUI32CppjxE
(a) Are the same products sold in both stores?
(b) Create a table in your word document and list the different confectionary items sold in each store (the store websites can be used)
(c) Which of these items would you purchase? Provide reasons for your decision?
(d) Conduct further research using your textbook, YouTube and other websites in order to determine the manufacturing process of these products. Are there any differences which impact the price and quality of products?
Task 2
The following task requires you to compare the cost of a small shopping list at the two different stores. Use the store websites to complete tasks. Complete the table and answer the following questions.
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PRODUCT |
David Jones |
Big W |
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Pair of store brand socks |
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A waist belt |
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A toaster |
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(a) Why is it important to cost identical products at each store?
(b) Describe and explain as far as possible, the variations in the price of the items at the different stores.
(c) Overall, which store was cheapest?
(d) Would you regularly make an effort to find the cheapest price for the items in the table? Explain your answer.
Further references/ resources that may assist your learning:
http://shop.davidjones.com.au/djs/en/davidjones - David Jones
https://www.bigw.com.au/ - Big W
https://www.youtube.com/watch?v=JKIAOZZritk
https://www.ozbargain.com.au/forum
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Lesson 3: Choosing where to buy (Learning Outcomes: 5.1, 5.4, 5.9)
Task 1
Using the knowledge gained in previous lessons students are required to create a one page advertisement. Below is a link for a coffee grinder advertised in David Jones's online catalogue? Students should:
http://shop.davidjones.com.au/djs/en/davidjones/em0405-coffee-grinder
(a) Create a one page advertisement promoting the exact same coffee grinder for Big W).
(b) In your advertisement include features which make the product appealing and why the consumer should purchase the product from Big W rather than competing stores.
(c) List any additional benefits and specials customers will receive.
Task 2
Read the following article and consider how many of these steps you have considered when choosing where to buy a product.
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
Further references/ resources that may assist your learning:
Evaluation
What do you think?
Please mark the most appropriate box
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Please add any additional comments below
You feeback is vital for furture improvments regarding online activities . Please provide your feedback in the section below. Consider how well you think these activities assisted in your understanding of consumer decisions. Tell us what you learn't and what we can improve.
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Conclusion
CONGRATULATIONS!
You have just completed your online task
Now you have a sound knowledge of:
* Where and what consumers choose to buy?
* What factors affect and influence consumer’s decisions to buy a product?
What's next? The knowledge that you have gained from these activities will be used in the next few lessons as you will be required to role play and complete an assesment task which will contribute to your final grade Any questions or concerns can be emailed to your teacher or kept for an inclass discussion next lesson. Remember the consumer decisions and the ways of purchasing a product
Credits
Created by Ms S Khan, commerce 2015
References:
Big W (2015)Retrieved from https://www.bigw.com.au/
Myer (2015) Retrieved from http://www.myer.com.au/
McKinsey Q (2009 June) The consumer decision journey. Insights & Publications. Retrieved from, http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey.
Tracey, B (Sep 16, 2014) 5 Needs which shape consumer behaviour [video file]. Retrieved from https://www.youtube.com/watch?v=eodzL0_psMU.