Project 11 Part 2

Part 2) Consumer Interview: Please conduct an in-depth interview with two people not in the class about a recent purchase. One interview will be related to a purchase under $15. The second will be related to a purchase over$100.00. Your goal for these interviews will be to discover the decision-making process that led up to this purchase decision (including both external and internal factors that motivated this decision).
Please be sure to find out the following: What led this consumer to realize that he or she needed or wanted to buy in this product category? How many alternatives (if any) did the consumer consider? How did the person decide to buy the alternative that he or she chose? Which product attributes were important to this consumer? Why was it important to him or her that the product has these attributes? Important: please use the laddering technique to prompt the consumer to tell you the key benefits/values that they associate with product attributes. First, ask them to name an important attribute of the product, and then ask them why it is important to them that the product have that attribute. After they answer, ask them why it is important to them that they get that benefit, and so on, until youve found out a higherlevel, moreabstract motivation (e.g., selfesteem, peace of mind, safety) underlying their preference for the attribute. Are there other key associations (e.g., beliefs, feelings, memories, etc.) that come to mind for the consumer when thinking about this product that has not been already described? Will the person buy this same product (and brand) again? Why or why not?

Please follow the guidelines below for your writeup: Type a concise minimum twopage (2) summary and analysis of your findings. Be sure to include the key marketing implications in the discussion of your findings, and try to relate your findings to the material we have covered thus far in the class!! Please be sure to include their age and gender.

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