Scribd
Upload
484 views

Consumer Behaviour Exercises

The document outlines exercises for students to conduct in-depth interviews with customers to understand consumer purchase decisions. Students are instructed to interview recent purchasers of a low-cost daily product, mid-priced utilitarian product, and high-cost product that reveals personal identity. The goal is to understand the full decision process through open-ended discussion of topics like purchase motivations, problem solving, important attributes, and information search and evaluation of alternatives. Students must then prepare a 1-2 page report and presentation summarizing key insights from each interview.

Uploaded by

Vignesh Parthasarathy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
484 views

Consumer Behaviour Exercises

The document outlines exercises for students to conduct in-depth interviews with customers to understand consumer purchase decisions. Students are instructed to interview recent purchasers of a low-cost daily product, mid-priced utilitarian product, and high-cost product that reveals personal identity. The goal is to understand the full decision process through open-ended discussion of topics like purchase motivations, problem solving, important attributes, and information search and evaluation of alternatives. Students must then prepare a 1-2 page report and presentation summarizing key insights from each interview.

Uploaded by

Vignesh Parthasarathy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

Consumer Behaviour Exercises

The purpose of these exercises is to broaden your understanding of


consumer behaviour by bringing you face-to-face with customers.

The first step is to find a person who has recently bought a product or
service of the kind defined for each exercise described below.

Your task is to conduct in-depth interview of about 30-60 minutes in


length with each customer.

The goal of the interview is to understand the decision process that


governed the purchase of the product or service in terms that can be
useful to a marketing manager.

The list of questions on the back of this sheet is intended as a broad


guide for structuring your in-depth interviews.
The format need not be followed dogmatically. Nor is the list necessarily
complete and exhaustive of the types of questions you need to ask, or
the level of detail for which you need to probe. Rather you should try to
stimulate a lively and open discussion around these key question areas
from which you can:
(a) develop a deep understanding of the purchase decision
process; and
(b) surface the factors, in the environment and in the customer’s
psyche, that really determined why the customer acted the way
she/he did.

Prepare a report (1-2 pages) and concisely for each interview


for submission. You will also be called upon to report to the class on
your key insights.

Exercise (A). A day to day product or service costing less than 100 Rs.
Exercise (B) A product or service costing between1000-5000 that
performs a utilitarian function.
Exercise (C) A product or service costing over Rs.5000 that, the
customer feels, reveals something about the kind of person she or he is.

General Discussion Areas


Your task is to audit the choice process.
 Who is the decision-making unit?
 Who bought the product or service?
 Identify all those who played a role in the decision process. What
role did they play?
 What motivated the purchase?
 What problems did the product/service solve?
 What functions would it facilitate?
 What attributes seemed important?

Characterize the decision.


• Was it a first-time decision? A review of a previous decision? A casual
decision? Was the amount of deliberation appropriate to the decision?

Characterize the decision-making process.


• What triggered the process?
• Was there an information search? How was the search conducted?
 How much information was collected? What sources were used?
When in the process was information gathered?
• How many alternatives were evaluated? Why those?
• How was the final choice determined? Where did the consumer buy?
• Why there?
• Which came first: where to buy or what to buy?

____________________________________________________________

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy