Assessment Topic
You are to interview 3 (three) different people regarding a recent purchase they have made - you can use family or household members, or friends or class mates.
The three purchases must be of different levels of purchase involvement - Person 1 = high involvement, Person 2 = medium involvement, Person 3 = low involvement.
Items of a very personal or confidential nature should be excluded.
Task 1
You need to develop a series of questions (a questionnaire) which you can use to ask all three people about their purchases - all three people need to be asked the same questions. You will need to attach a typed record of each interview to your report as Attachments 1, 2 and 3. It might be easier to electronically record the interviews so you can transcribe the answers later.
Your questions need to include:
- Item Purchased and level of involvement - why is it this level?
- Brand Name
- Price
- Place of Purchase
- Other Descriptive Information as appropriate
- Reason For Purchase: Product, brand and place - this will require several questions and should relate to various consumer behaviour theory you have learnt in class and from your readings e.g. bought because of situational factors, learning, personality etc.
- Feelings Associated with Purchase
- Sufficient demographic, geographic, psychographic and behavioural questions to create a target market description - the person you are interviewing is considered typical of a particular market segment.
Task 2
You now need to use this research as a marketer might do so.
Task 2 is to prepare a report containing 3 parts, one covering the purchase made by each person.
Part 1 should be the high involvement product
Part 2 should be the medium involvement product
Part 3 should be the low involvement product.
For each Part (i.e. each person/product), describe the target market that the purchaser belongs to for this type of purchase - use as many of the segmentation description variables as needed to give a detailed description of the typical purchaser. Provide a summary of the relevant information from your interviews and analyse the consumer behaviour involved in the purchase using appropriate consumer behaviour to support your analysis.
As the marketer of each of these products, explain how you can use the information gathered in your research to improve the marketing of this product to the target market. You should consider what promotional messages you could use, and any other strategies that could be used to increase sales to the target market - these strategies could include packaging, pricing, sales promotions, distribution etc.