Describe the process that how you defined this criteria?
Consumer Decision Process: Students are required to choose a product within the internet streaming (i.e. Spotify, Netflix, Disney+, etc.) or packaged foods industries (i.e. Coca- cola, Ben & Jerrys, Pringles, etc.). Each student should conduct a depth interview with 2 persons regarding their buying behavior for this product. Your interview protocol (questions) should help you determine the consumer motivation, perception, involvement, and attitude toward the purchased product along with the consumer’s basic demographics.Based on your analysis of the interviews, you should analyze the consumer decision process for the product and compare the process for each interviewee. Guidance for the depth interviews will be posted on Blackboard.A written report (4-5 pages)GUIDE FOR DEPTH INTERVIEWTry to incorporate some projective techniques to help uncover latent needs. For example, use third person and ask “Why do people need this product?” “Who is the typical user of this product?” “How would someone hear about this product?”Also try to use the laddering technique where it makes sense… “Why do you need this product?… ok Why? Why?..” until you arrive at an ultimate goal.• TRIGGERS OF PROBLEM RECOGNITION1. When you did first think that you wanted/needed the product?2. What triggered you to think of buying the product?3. Try to explain as much detail as possible the context of that moment (your needs,thoughts or influencers)?4. What did you need the product for? What did you expect to get from this product?5. Did you have this problem before? If yes, how did you solve it before?6. This question may be redundant with #1-3. How did you feel and when did you noticethis problem/need? What functions would it facilitate?• SEARCH PROCESS1. How did you search to understand this product more?2. Describe as much detail the context of that moment?3. What did you search for? Ask specifically about word-of-mouth. Who would someonetalk to when learning about this product?4. What sources did you use?5. How did the search process make you feel?6. Which attributes do you think that would be relevant and irrelevant? And why? Youmay want to get an approximate ranking of attributes here as well.7. What were the main influencers during your search process?8. Did you follow any process to do your search? How much time does someone spendsearching for the right product?• PROCESS FOR FORMING CONSIDERATION/SELECTION OF EVALUATIVE CRITERIA1. What criteria did you use to evaluate the product? Ask them “why” here.2. Describe the process that how you defined this criteria?3. What were the main influencers when you defined the criteria?4. Was there any criteria that you didn’t use and now you believed that was important to what you had evaluated?5. Where did you get this criteria from?• DECISION RULES VS HEURISTIC Some of this may be redundant with the previous section1. From the attributes you mentioned, how did you prioritize them and why?2. In the whole process of deciding this product which did you consider the key decisionsthat you took?3. Was there any trend that you followed to decide to select this product? 4. How did you feel that when you took the decision to buy a certain product?5. Did it meet your expectations of the product?6. Will you buy this product again? If so, when and why?Start with some more general questions about which brands they are familiar with for the product. Which brands are most preferable and why. You might try rephrasing some questions to make them less “academic” by using more everyday speech. It depends who you will be interviewing.Good luck!
