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Conbehavior Analysis

The document outlines exercises for students to interview customers about recent purchase decisions of various products and services. Students are instructed to conduct in-depth 30-60 minute interviews to understand the decision process from the customer's perspective. Interview questions focus on understanding the motivations, decision factors, information search, and purchase factors to provide useful insights for marketing managers. Students will then prepare brief 1-2 page reports and presentations on their key learnings from each interview.

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Kamil Hasnain
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© © All Rights Reserved
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Download as PDF, TXT or read online on Scribd
182 views

Conbehavior Analysis

The document outlines exercises for students to interview customers about recent purchase decisions of various products and services. Students are instructed to conduct in-depth 30-60 minute interviews to understand the decision process from the customer's perspective. Interview questions focus on understanding the motivations, decision factors, information search, and purchase factors to provide useful insights for marketing managers. Students will then prepare brief 1-2 page reports and presentations on their key learnings from each interview.

Uploaded by

Kamil Hasnain
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Consumer Behavior Exercises

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 of the kind defined for
each exercise described below. An alternative is to interview an
institutional/industrial buyer.

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 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 customers psyche, that really determined why the customer
acted the way she/he did.

Prepare a report briefly (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 mundane product or service costing less than $5.

Exercise (B) A product or service costing over $100 that


performs a utilitarian function.

Exercise (C) A product or service costing over $100 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?
Consumer Behavior Exercises

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 of the kind defined for
each exercise described below. An alternative is to interview an
institutional/industrial buyer.

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 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
customers psyche, that really determined why the customer acted the
way she/he did.

Prepare a report briefly (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 (D). A mundane product or service costing less than $5.

Exercise (E) A product or service costing over $100 that performs


a utilitarian function.

Exercise (F) A product or service costing over $100 that, the


customer feels, reveals something about the kind of
person she or he is.
General Discussion Areas

Your task is to audit the relationship between the customer and the
product/service.

How would you describe the consumption experience?

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?

What kinds of things have gone wrong in the relationship?

Stock outs, unavailability of parts or service, inappropriate


communication, quality lapses, violations of norms or
expectations or values?

What positive surprises have occurred?

Exceptional service, welcome communication, performance


above expectations, affirmation of values.

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 consumers life? What
role does it play?

What role does the brand play in all of this?

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