Tivo

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UNDERSTANDING THE CONSUMER BEHAVIOUR - I The purpose of this exercise is to broaden your understanding of consumer behaviour by bringing you face-to-face with a customer. The first step is to find a person who is not a member of this course, and who has recently bought a product or service of the kind defined in the box below. This customer could be an institutional / industrial buyer if you prefer. Your assignment is to conduct a depth interview of about 30-60 minutes in length with this customer. The goal of the interview is to understand the decision process that governed the purchase of this product or service in terms that can be useful to a marketing manager. The list of questions ahead in this sheet is intended as a broad…show more content…
Who was 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 careful 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 informal 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 and what to buy? UNDERSTANDING THE CONSUMER BEHAVIOUR - III The purpose of this exercise is to broaden your understanding of consumer behaviour by bringing you face-to-face with a customer. The first step is to find a person who is not a member of this course, and who has recently bought a product or service of the kind defined in the box below. This customer could be an institutional / industrial buyer if you prefer. Your assignment is to conduct a depth interview of about 30-60 minutes in length with this

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