Buyer Decision Process
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According to scenario provided below, I need to interview two people, but I have no idea which questions or approach should be the best for the interview, please provide guidance.
Find two people who recently made a purchase of the same type of product or service (e.g., a meal at a restaurant, a piece of furniture, a pair of shoes). Create a series of interview questions based on the "Buyer Decision Process." Compile the answers of the two individuals and compare and contrast them with regard to the steps in the process.
Analyze the characteristics that influenced the buying behavior of each person interviewed. Based on the people interviewed, how do you think their demographics affected the purchase?
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Solution Summary
Find two people who recently made a purchase of the same type of product or service (e.g., a meal at a restaurant, a piece of furniture, a pair of shoes). Create a series of interview questions based on the "Buyer Decision Process." Compile the answers of the two individuals and compare and contrast them with regard to the steps in the process.
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For the purpose of this assignment, we will chose to interview two people who have recently bought shoes. One person is a old man, aged 55 and another person will be a teenager, aged 19 years old.
Let us know compile the questions based on the five stages of the buyer decision process.
The consumer buyer decision process consists of five steps:
1. Need recognition/problem awareness:
The buying process starts with need recognition - the buyer recognising a problem or need. The buyer senses a difference between his or her actual state and some desired state.
2. Information search.
The consumer can obtain information from several sources:
(1) personal sources,
(2) commercial sources,
(3) public sources, and
(4) experiential sources.
3. Evaluation of alternatives:
Certain basic concepts help explain consumer evaluation processes. First, we assume that each consumer is ...
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- BCom, SGTB Khalsa College, University of Delhi
- MBA, Rochester Institute of Technology
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