How does the product fit into the consumer’s life? What role does it play? What role does the brand play in all of this?

PERSONAL PAPER:

The purpose of these exercises is to broaden your understanding of consumer behavior by bringing you face-to-face with customers. 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. Your task is to conduct in depth interview of about 30-60 minutes in length with each customer. The list of questions on the next page are intended as a broad guide for structuring your in depth interviews. The format should 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 and c) understand how this impacted the relationship with the product and the brand for the future.

Choose one of the following scenarios to structure your interview around:

  • A mundane product or service costing less than $5.
  • A product or service costing over $100 that performs a utilitarian function.
  • A product or service costing over $100 that, the customer feels, reveals something about the kind of person she or he is.

DELIVERABLE:

Prepare a 3 page 12 point font double spaced paper summarizing the interview and the pertinent answers from the questions below. Your paper should reveal some key insights about the purchase behavior of the consumer and display your understanding of the purchase process and the brand relationship.

RUBRIC FOR GRADING

Content How well does the paper analyze the interview? Does it include class concepts? Does it include a few key insights gained from the interview? 30 points
Structure Is the paper the appropriate length? Grammar? Sentence Structure? 20 points
Argument Does the paper follow a logical flow? Do the arguments make sense? Are they supported by insights from the interview? 30 points
Overall Paper Quality Quality of writing, quality of interview, depth of discussion. Overall, is this a good paper? 20 points

 

General Discussion Questions/Areas:

  • 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?
  • How often is the product used or consumed? Who uses it? When? Where? How often?
  • What feelings and opinions surround the consumption experience?
  • What type of relationship does the customer have with the product or service?
  • How long has the relationship been going on? How has it evolved and changed over time? What terms best describe the relationship: good, bad, mixed, ambivalence, dependency, casual, partners, exploited, exploitative, good friends?
  • Is the customer satisfied or dissatisfied with the product or service? What factors influence the level of felt (dis) satisfaction? How were expectations formed? Did the product exceed them or fall short? How? What is the meaning of this product or service to the customer?
  • How does the product fit into the consumer’s life? What role does it play?
  • What role does the brand play in all of this?

 

The post How does the product fit into the consumer’s life? What role does it play? What role does the brand play in all of this? appeared first on Essay Hotline.

StudyAcer
Calculate your paper price
Pages (550 words)
Approximate price: -
StudyAcer

Quality Researched Papers

We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.

StudyAcer

Qualified Writers

We have hired a team of professional writers experienced in academic and business writing. Most of them are native speakers and PhD holders able to take care of any assignment you need help with.

StudyAcer

Unlimited Revisions

If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account.

StudyAcer

Prompt Delivery

All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. We will always strive to deliver on time.

StudyAcer

Original & Confidential

We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text.

StudyAcer

24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

StudyAcer

Place your order

Fill in the order form and provide all details of your assignment.

StudyAcer

Proceed with the payment

Choose the payment system that suits you most.

StudyAcer

Receive the final file

Once your paper is ready, we will email it to you.

Academic Writing Services

If you are looking for exceptional academic writing services, then you are in the right place. Studyacer offers customised academic assignments and academic papers for students at all levels.

StudyAcer StudyAcer

Essays

Essay Writing Help

Writing an essay can be a challenge. However, we know what every student needs. And we purpose to deliver. Here at StudyAcer, we do all we can to help with academic essays and assignments. We have a dedicated team of professional essay writers.

StudyAcer StudyAcer

Assignment

Assignment Help

We understand students need satisfactory results. Our cheap assignment writing service helps and never leaves any doubt. We always strive to ensure the ultimate and best results. It is our joy to offer a cheap reliable essay writing service.

StudyAcer StudyAcer

Term paper

Term Paper Help

Have you been asking yourself, where can get a pre written research papers for sale? Worry no more, the fact that you have a term paper that is due tonight and you haven’t touched it. At Study Acer it is our responsibility to get your paper on time.

StudyAcer StudyAcer

Dissertation

Dissertation Writing Service

Several master’s students seek professional help with their thesis.Students from different parts of the world experience different challenges. Dissertations have different stages and the challenges are different too. Do not struggle in silence, order now .