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CB Questionnaire

This document outlines the key steps in a consumer's purchase decision process: need recognition, information search, evaluation of alternatives, purchase decision, purchase experience, and post-purchase behavior. It asks questions about the consumer's motivation for purchase, how the need was triggered, how information was gathered from different sources, what factors influenced the evaluation and selection of alternatives, who was involved in the decision making, and how satisfied the consumer was after the purchase.

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Ashima Aggarwal
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© Attribution Non-Commercial (BY-NC)
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100 views

CB Questionnaire

This document outlines the key steps in a consumer's purchase decision process: need recognition, information search, evaluation of alternatives, purchase decision, purchase experience, and post-purchase behavior. It asks questions about the consumer's motivation for purchase, how the need was triggered, how information was gathered from different sources, what factors influenced the evaluation and selection of alternatives, who was involved in the decision making, and how satisfied the consumer was after the purchase.

Uploaded by

Ashima Aggarwal
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Consumer Behaviour Survey

1. Need Recognition a. What motivated the purchase? b. What problems did the product solve? c. What functions would it facilitate? d. What attributes seemed important? e. How was the need triggered? Internal or external factors? f. How strongly was the need felt? Did you buy impulsively? 2. Information Search a. How was the search conducted? b. How much information was collected? c. What sources were used-> Commercial sources, experiential sources, personal sources, public sources? d. Which was the most convenient source to obtain information from? e. Which source did you consider most legitimate? f. When in the process was information gathered? g. Was the product bought impulsively without search? 3. Evaluation of purchase alternatives a. How many alternatives were evaluated? Why those? b. How was the final choice determined? Were the choices narrowed down to a few and then final decision taken? c. Are there substitute products whose price/quality was considered? d. What was the level of evaluation done? Was it very exhaustive? e. Was the purchase decision intuitive or did you use any calculation/logic? f. How did you assign relative importance/weightage did you assign to the product attributes? 4. Purchase decision a. Who all formed a part of the decision making unit? What role did they play? b. Was it a first time decision or review of previous decision? c. Was it a careful or casual decision? Was the amount of deliberation appropriate or not? d. Did you consider experience of other people? e. Were there social/cultural issues that impacted the decision? 5. Purchase experience a. Was the staff cooperative? Were you treated well? b. How well was information communicated to you? c. Quality of distribution channel?

6. Post purchase behavior a. Were your perceived expectations fulfilled after purchasing the product? b. What is the meaning of this product for you? c. Would you recommend the product to family and friends? d. Rate your level of satisfaction with respect to features, quality of the product, ease of use, etc.

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