Consumer Decision Survey Report
Respondent!: Mohammad Andre
Age! !
: 18
Occupation! : College Student
Who is the respondent?
Shoes
What is the object?
Sport store in Mall
Where did the purchase take place?
Category
Question
Answer
What triggered the
process?
-the previous shoes isnt t and comfortable anymore
What function does the
product serve?
-for daily use, as well as a personal identity of style since
shoes are things that visible for everyone to see
-thinks that the previous shoes is old-fashioned
NEED
RECOGNITION What are the important
attributes of the product?
-comfort, simple, must be shoe-laced, durable, t, stylish,
and brand matters
-what to buy comes rst, because respondent couldnt
care less about where he should buy the shoes as long as
it meets his personal preferences/attributes
What comes rst, what to
buy or where to buy?
-no, he didnt. His preferences of attributes mostly stay
the same over years, so when looking to buy, he will pick
the shoes that has similar vibe like the previous ones
INFORMATION Did the respondent
SEARCH
search for information?
Is it the rst decision? Is it -no, he was looking for alternatives and it was a careful
one. It took one and half an hour until he decide which
a careful decision or just
one to pick. He claimed that since he didnt collect any
casual one?
information about shoes beforehand, this had to be done
carefully so he wont regret it later
EVALUATION
OF
ALTERNATIVES How many alternatives
were evaluated?
Describe!
PURCHASE
DECISION
-respondent evaluated 5-8 shoes before he came to nal
decision. When evaluating, he looked carefully at every
shoes to make sure there is no defect on the shoes, then
tried every one of them to make sure if any of them ts
his overall preferences perfectly
Who played a role in
decision making? What
are their roles?
-respondents parents played a role, and they act like an
advisor for him. The parents helped him evaluated
every pair of shoes, and giving suggestion about how a
male college students shoes should look like.
How was the nal
decision concluded?
-respondent considered his personal attributes and his
parents suggestion into his nal decision and picked a
certain shoes. Since the parents had high inuence when
picking the shoes, he feels the need to do a trade-off so he
doesnt compromise the whole attributes. Respondent did
say he was a bit disappointed by the design, but he was
satised with all other attributes. That is when this
certain shoes had to be bought.
M. Ray Akbar Mutalibov! !
29115113!
Marketing Assignment
