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Mundane

In: Business and Management

Submitted By varadvinayak
Words 1390
Pages 6
Consumer Behaviour Exercise (F)

The purpose of this exercise is to broaden your understanding of consumer behaviour 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 is using 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 how the owner or user feels about the product or service in terms that can be useful to a marketing manager.

You are required to administer the questions mentioned in your respective sheets and get a response. As far as possible, try to refrain from asking your own question(s)

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.

__________________________________________________________________
This exercise is adapted from one developed by Professors John Deighton and Susan Fournier of Harvard Business School.

General Discussion Areas

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

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