Interview 

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.

Read the assignment and textbook chapter 6 carefully before you conduct the interview to ensure that you get all the information you need to complete the assignment during the interview. You should try to stimulate a lively and open discussion 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.

Please respond to the following questions:

1. What is the product or service? Provide a detailed description of the product or service
2. What was the purchase date?
3. Who bought the product or service?
4. Looking at the graphic 6.1 on page 135 of the textbook list all the possible Situational, Psychological and Social Influences on the buying process.
   1. Situational:
   2. Psychological:
   3. Social
5. Looking at the bottom half of the graphic describe how the consumer worked through each of the different stages of the Consumer Buying Decision Process (Chapter 6, Figure 6.1 page135… page may be different in eBook or other editions ).
   • Problem Recognition
   • Information Search
   • Evaluation of Alternatives
   • Purchase
   • Post Purchase Evaluation
6. How did the marketer (organization selling the product) attempt to influence the consumer during each of the steps of the Consumer Buying Decision Process? (150 words)
7. What did you learn from this exercise? How does it tie to what you have learned in this class? (150 words)