Consumer InterviewOSCAR ROMEROConcise summary paper and analysis of discovering, comparing and contrasting the decision making that led 3 consumer to a purchase of different price range products.

Consumer Interview Project:

3 consumers were surveyed on 2 products purchases that they recently made. Both product prices and categories will vary based on the consumer selection.All consumers were survey with the following questions and the name of each product within the question was changed to each client purchase item.

When do you or did you realized you needed buy a (name of product)?

When you decided to buy this product, what brands do you prefer?

What do you look for when buying this product? (I.e. quality, price, etc.)

In your prospective, what are the benefits of this product? Can you name a quality of this product? Why is this quality important to you? What is the first thing you think of when you hear (name of the

brand)? Would recommend or buy this product again?

Participant #1

A key internal and external characteristic of this participant’s decision making-process were: Personality: consumer felt the need to connect with the product, this product needed to represent a social status for this person. Using their ego and super-ego when deciding to buy an item. This allowed them to buy an item that will represent their status and yet, the price of the item ranges between price points that he/she can afford. Family and life cycle plays a big role here, based on family members’ good experiences with the product before the consumer, this consumer takes into their opinion in the decision making process. This consumer lives with her parents; therefore, her responsibilities are very little giving her a little more spendable income.

Participant #2

For this consumer the key internal and external characteristics are: the level of expertise from consumer and seller side: this consumer takes into account quality and durability of the product, ensuring he receives quality for the price invested on these two products. Social Influence: playing a mayor role in this consumer’s decision, he asks around different opinions of the quality of products.Internal Influence: a key characteristic this consumer uses is self-concept theory, items bought need to fit his particular lifestyle taking in account durability and quality of the product.

Participant #3

A key characteristics in this participant’s decision making is strongly based on the ones follow: Age and Life cycle: this consumer looks for items that will fulfill the need of a commodity of necessity. The product is not defined by the product’s label or price. This consumer sometimes will continuously buy the same items and sometimes will experience or take a risk with an unknown product. Attitudes: they play a big role within the decision-making process, this consumer has developed a positive attitude towards a certain brand or product.

In conclusion, different internal and external characteristics play a key role when we are in the decision-making process; it all depends on our age, buying priority and income. These consumers were all influenced by external influences of age, family, life cycle, social and cultural elements. In some instances the participants made a selection on how the product made them feel, what great benefits this product offers them and the quality this product gives them.