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Group Assignment No
I.
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Understanding Consumer buying Process
In this project kindly select your respondents and products as directed in the class and talk to them on one to one basis in order to find out the following factors associated with the buying.
a) Development of deep understanding of the purchase decision process
b) Surface the factors in environment & in the customer's that really determined why the customer acted that way she/he did
The survey should cover the following points :
A. Who bought the product or service? Identify all those who played a role in the
decision process.
What role did they play? (Initiator, influencer,maker,user etc)
1. Who was the decision making unit?
2. What motivated the purchase?
3. Characterize the decision
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Was it a first time decision?
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A review of a previous decision?
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A Careful decision ? a casual decision ? was the amount of deliberation appropriate to the decision
4. Characterize the Decision making Process ?
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What triggered the process ?
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Was there any information search ?
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How was the search conducted ?
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How much information was collected ?
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What sources were used ?
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When in the process the search was conducted ?
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How many alternatives were evaluated ? and why those ?
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How was the final choice determined ?
5. Where did the consumer buy ?
A sample of the this part of the report is attached,
CLICK HERE TO DOWNLOAD
Group Assignment No II
- Survey to find out the link between the product and customer ( A Post Purchase Analysis)
General Discussion Areas :-
Your task is to find out the relationship between the consumer and the product/service.
How would you describe the consumption experience?
What type of a relationship does the customer have with the product or service?
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How long has the relationship been going on? How has it evolved and changed over time? What terms best describe the relationship: good, bad, mixed, love- hate dependency, casual,
partners, exploited, exploitative, good friends?
What type of things have gone wrong in the relationship?
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Stockouts , unavailability of parts of service inappropriate communication, quality lapses, violations of norm or expectation or values.
What positive surprises have occurred?
Is the customer satisfied or dissatisfied with the product or service?
What is the meaning of this product or service to the customer?
What role does the brand play in all of this?
Group Assignment No
III - Prepare a Print Ad for the product assigned to you.
By now you have done the choice process audit and relationship audit for your product. You know everything about the consumer i.e
What triggered the buying process,
Who took the decision,
What was the need/problem,
From where the information was collected,
Which of the attributes were considered,
From where the product was being bought,
How was the post purchase ( dis )conformance was handled,
What kind of relationship got developed with the product,
And finally did the product solved the problem or not.
After knowing everything about the product and buyer relationship now create a print advertisement . Please use your knowledge about the reason for the buyer to take the buying decision in favor of your product. Please make a new brand for communication building up process. Your communication should cover only the survey findings and nothing else.
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