marketing analysis consumer behavior
Description
Consumer Decision Making & Journey Map
You will conduct a consumer interview to 1) explore the “lived” consumer experience and 2) examine a consumer behavior phenomenon through a psychological lens. The in-depth interview should focus on purchase decisions for any product/service. You will gather and analyze the key findings, apply theoretical concepts, ascribe meaning to the purchase experience, and managerial insights if applicable. Managerial insights may include how management reacts to customer feedback. After completing the interview, you will create a consumer journey map for your interviewee’s purchase.
Instructions:
Select a consumer with whom to conduct the decision-making interview. Ask them about the following: what they bought, when they made the purchase, others that may have participated in the purchase decision with them, and their motivation for the purchase. Focus on their motivational factions, influence of cognition, and social influences. Examples of purchase contexts
The interview will likely take between 15-60 minutes. Your goal is to use the interview format to learn everything you can about the consumer’s decision-making process that led to the actual purchase itself, and any subsequent actions and thoughts. It is Page 2 of 3 important that this interview be treated professionally. Your interview should be a thorough exploration of the consumer’s experience. Please keep in mind the following:
Ideally, you would like the consumer to simply discuss their purchase in a detailed manner while you take notes. In reality, the interviewee will stop talking or say either something you do not understand or
that you think needs more elaboration. You need to elicit the information and understanding without leading the consumer.