Consumer Behavior Exercise (C)
The purpose of this exercise is to broaden your understanding of consumer behavior by bringing you face-to-
face with a customer. The first step is to find a person who is not a member of this course, and who has recently
bought a product or service of the kind defined in the box below. This customer could be an institutional/industrial
buyer if you prefer.
Your assignment is to conduct a depth interview of about 30-60 minutes in length with this customer. The
goal of the interview is to understand the decision process that governed the purchase of this product or service in
terms that can be useful to a marketing manager.
The list of questions on the back of this sheet is intended as a broad guide around which you can structure
your depth interview. It is not to be followed dogmatically. Nor is it complete and exhaustive of the types of
questions you need to ask, or the level of detail for which you need to probe. Rather you should try to stimulate a
lively and open discussion around these key question areas from which you can: (a) develop a deep understanding
of the purchase decision process; and (b) surface the factors, in the environment and in the customer's psyche, that
really determined why the customer acted the way s/he did.
Be prepared to report briefly and concisely to the class on your key insights. You will probably find it useful
to summarize your thoughts in writing (1-2 pages).
C. A product or service costing over 5.000.000 VND that, the customer
feels, reveals something about the kind of person he or she is.
General Discussion Areas – Part 1
Your task is to audit the choice process.
Who was the decision making unit?
• Who bought the product or service?
• Identify all those who played a role in the decision process. What role did they play?
What motivated the purchase?
• What problems did the product/service solve? What functions would it facilitate?
• What attributes seemed important?
Characterize the decision.
• Was it a first-time decision? A review of a previous decision? A careful decision? A casual decision? Was
the amount of deliberation appropriate to the decision?
Characterize the decision-making process.
• What triggered the process?
• Was there an information search? How was the search conducted? How much information was collected?
What sources were used? When in the process was information gathered?
• How many alternatives were evaluated? Why those?
• How was the final choice determined?
Where did the consumer buy?
• Why there?
• Which came first: where to buy or what to buy?
General Discussion Areas – Part 2
Your task is to audit the relationship between the consumer and the product/service. How would you
describe the consumption experience?
• How is the product/service used or consumed? Who uses 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: good, bad, mixed, love, hate, dependency, casual, partners, exploited, exploitative, good
friends?
What kinds of things have gone wrong in the relationship?
• Stockouts, unavailability of parts of service, inappropriate communication, quality lapses, violations of
norms or expectations or values.
What positive surprises have occurred?
• Exceptional service, welcome communication, performance above expectations, affirmation of values.
Is the customer satisfied or dissatisfied with the product or service?
• What factors influence the level of felt (dis)satisfaction? How were expectations formed? Did the product
exceed them or fall short? How?
What is the meaning of this product or service to the customer?
• How does the product fit into the consumer's life? What role does it play?
What role does the brand play in all of this?
