Professional Documents
Culture Documents
DECISION
SURVEY
F
Individual
Assignment
To
prepare
the
subsequent
session
you
have
to
interview
a
person
who
is
not
a
student
of
this
class
who
has
just
bought
a
product
defined
in
the
table
below.
Each
of
you
has
to
interview
by
yourself.
The
interview
question
will
need
around
30
to
60
minutes.
The
goal
of
this
exercise
is
to
broaden
and
deepen
your
understanding
of
consumer
behavior,
especially
in
identifying
the
decision
process
of
the
product.
The
information
you
collected
will
be
very
important
to
develop
a
marketing
plan.
The
list
of
questions
is
the
general
guideline
in
interviewing.
You
can
alter
the
sequence
and
add
some
questions.
Keep
in
mind
that
after
the
interview
you
ought
to
be
able
to
describe
(a)
how
your
respondent
decided
and
(b)
the
external
factors
(environment)
that
affect
the
respondent.
Basically,
you
audit
the
decision
making
process.
As
a
ticket
to
enter
the
class
discussion
you
have
to
bring
a
poster
(maximum
2
pages),
which
summarized
your
findings
and
thoughts.
Your
Respondent
Opinion
on:
A
product
bringing
personal
identity,
like
Jeans,
perfume,
or
shoes.
General
Guidelines
Your
task
is
to
describe
the
relationship
between
the
consumer
and
the
product
or
service.
How
would
you
describe
the
consumption
experience?
How
is
the
product/service
used
or
consumed?
Who
use
it?
When?
Where?
How
often?
What
feelings
and
opinions
surround
the
consumption
experience?
What
type
of
a
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
(analogous
to
human
relationships):
partnership,
master-slave,
best
friend,
casual
acquaintance,
true
love,
dependency,
or
transitory
passion?
What
kind
of
things
have
gone
wrong
in
the
relationship?
Stockouts,
unavailability
of
parts
of
service,
inappropriate
communication,
quality
laspes,
violations
of
norms
or
expectations
or
values?
What
positive
surprises
have
occured?
Exceptional
service,
welcome
communication,
performance
above
expectations,
affirmation
of
values?