Reference no: EM133294048

Decision Detective

The purpose of this exercise is to broaden your understanding of consumer behavior by bringing you face-to-face (so to speak) with customers. For this assignment, you will need to conduct 3 in-depth interviews (each interview should be conducted virtually or in-person and take approx. 30 minutes) with 3 different consumers. The consumers you interview cannot be members of this course. The goal of these interviews is to understand the decision processes that governed the purchase of the products or services in terms that can be useful to a marketing manager. For each interview, you will need to write a concise report (about 2 double-spaced pages for each interview, so about 6 double-spaced pages total; Times New Roman 12-pt., 1-inch margins on all sides) that describes the consumer's decision story and, whenever possible, relates what you learned in the interview to decision making concepts, rules, and approaches discussed in class.

Interview #1: Find a consumer who has recently bought a product or service that cost them less than $5 and was a low involvement (i.e., "no big deal") decision for them.

Interview #2: Find a consumer who has recently bought a product or service that cost them over $100 and was a high involvement (i.e., "a big deal") decision for them-the consumer should feel that this product or service reveals something about the kind of person they are.

Interview #3: Find a consumer who has recently bought a product or service that cost them over $100 and was a low involvement (i.e., "no big deal") decision for them.