Assignment! Deadline: December 31, 2014 (late submission will not be accepted and considered zero) Interview and observe 2 consumers who purchased 2 competing products (e.i., Consumer A - bought Colgate and Consumer B bought Close-Up). Diagnose the processes that each consumer experienced in buying the said product. You can use the questions below as guide in this activity. You can also incorporate other items relative to each process. Do not forget to include the profile of your interviewee before your answers. This assignment is worth 50 points. Make sure to be comprehensive with your report. Additional points will be given to the 3 best outputs in each section. Please send your assignment to my email: cris_sarz89@yahoo -------------------- Diagnosing the Consumer Decision-Making Need Recognition 1. What needs and motivations are satisfied by product purchase ad usage? (i.e. What benefits are consumers seeking?) 2. Are these needs dormant or are they presently perceived as felt needs by prospective buyers? 3. How involved with the product Search for Information 1. What product-and-brand-related information is stored in memory? 2. Is the consumer motivated to turn to external sources to find information about available alternatives and their characteristics? 3. What specific information sources are used most frequently when search is undertaken. 4. What product features or attributes are the focus of search when it is undertaken? Pre-Purchase Evaluation of Alternatives 1. To what extent do consumers engage in alternative evaluation and comparison? 2. Which product and/or brand alternatives are included in the evaluation process? 3. Which product evaluative criteria (product attributes) are used to compare various alternatives? a. Which are most salient in the evaluation? b. How complex is the evaluation (i.e., using a single attribute as opposed to several in combination)? 4. What are the outcomes of evaluation regarding each of the candidate purchase alternatives? a. What is believed to be true about the characteristics and features of each? b. Are they perceived to be different in important ways, or are they seen as essentially the same? 5. What kind of decision rule is used to determine the best choice? Purchase 1. Will the consumer expend time and energy to shop until the preferred alternative is found? 2. Is additional decision process behavior needed to discover the preferred outlet for purchase? 3. What are the preferred models of purchases (i.e. Retail store, in the home, or in other ways)? Consumption 1. How is the consumer using the product? a. For intended purpose? b. As recommended in usage/care instructions? c. To solve some problem the product was not designed for? 2. What other products are used in conjunction with the product? 3. Where is the product stored when not in use? 4. What is normal frequency of usage and duration of consumption? 5. In relationship to purchase, where and when does the consumption occur? 6. How are household members, peers, and others involved in consumption? Post-Consumption Evaluation 1. What degree of satisfaction or dissatisfaction is expressed with respect to previously used alternatives in the product or service category? 2. What reasons are given for satisfaction or dissatisfaction? 3. Has perceived satisfaction or dissatisfaction? 4. Have consumers made attempts to achieve redress for dissatisfaction? 5. Is there an intention to repurchase any of the alternatives? a. If no, why not? b. If yes, does intention reflect brand loyalty or inertia? Divestment 1. When does the consumer divest of the product? a. When the product is either completely consumed or used? b. When the consumer tires of it? c. When a better alternative comes along? 2. How does the consumer dispose of the product? a. Does he or she throw away the product at home or somewhere else? b. Does the consumer recycle the product or resell it? c. Does the consumer donate the product to a nonprofit organization or give it to a friend? 3. How does the consumer dispose of the packaging? 4. What role does concern for the environment play in the divestment choice? Dont hesitate to PM or comment for any questions. Merry Christmas!
Posted on: Wed, 17 Dec 2014 08:21:45 +0000
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