This exercise aims 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 recently bought a product or service of the kind defined below:
A customer who has spent $50 or less on product or service in the last 30 days.
Your assignment is to conduct an in-depth interview with this customer lasting 30-60 minutes. The goal of the interview is to understand the decision process that governs the purchase of this product or service in terms that can be useful to a marketing manager. Please refer to the Harvard coursepack, “Consumer Behavior (A),” for further details.
Your deliverable: a 1-page write-up that addresses the questions on page two of the exercise.
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