Marketing essay

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you will undertake a simulated buying exercise of a ‘high involvement/complex’ product, i.e. a car for your personal ownership. You have a budget of $55,000 (‘driveaway price’, i.e. including on-road costs). Choice of car must be (i) from among cars available in Australia and (ii) selected from the following brands only:
• Ford
• Holden
• Toyota
• Mazda
• Hyundai
• Alfa Romeo
• Volkswagen
• Mercedes
You must identify (a) the steps involved in the buying process, (b) relevant consumer behaviour theory and models used in each step and (c) information sources used and influencing factors in your final choice. The written essay (maximum 2500 words, excluding Reference List; Harvard referencing style)

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