PERFORMANCE TASK #3

CONSUMER BUYING SITUATIONS

The purpose of these exercises is to broaden your understanding of consumer behavior
by bringing you face to face with customers. The first step is to find a person who is not
a member of the class, and who has recently bought a product or service of the kind
defined for each exercise described below.
Your task is to conduct an in depth interview of about 30-60 minutes in length with each
customer. The goal of the interview is to understand the decision process that governed
the purchase of the product or service in terms that can be useful to a marketing
manager.
The list of questions provided is intended as a broad guide for structuring your in depth
interviews. The format should not be followed dogmatically. Nor is the list necessarily
complete and exhaustive of the types of questions you need to ask, or the level of detail
for which you need to probe. Rather you should try to stimulate a lively and open
discussion around these key question areas from which you can: (a) develop a deep
understanding of the purchase decision process; and (b) identify the factors, in the
environment and in the customers psyche, that really determined why the customer
acted the way she/he did.
Use the matrix below as guide in discussing the results of the interviews you have
conducted.
Name: Course & Year Level: Score:

SITUATION A SITUATION B
(A regularly ( A product or
used product or service that
service that reveals
costs less than something
P 300.00) about the kind
of person using
it and which
costs over P
10,000.00
1. What was the product purchased or service
availed?

2. Who is the decision-making unit?

 Who made the final decision to buy the
product or service?
 Identify all those who played a role or
those who influence the decision
process. What influence have they
 exerted or what role did they play?

3. What motivated the purchase?

 What problems did the product/service
solve? Or what needs and wants did
the product satisfy?
 What functions would it facilitate
 What attributes seemed important?

4. Characterize the decision.

 Was it a first time decision? A review of
a previous decision? A casual
decision?
 Was the amount of deliberation
appropriate to the decision?
5. Characterize the decision-making process.
 What triggered the process?
 Was there an information search? How
was the search conducted? How much
information was collected? What
sources were used? When in the
process was information gathered?
How many alternatives were
evaluated? Why those?
 How was the final choice determined?
What was the criteria used in the
chosen alternative?
6. Where did the customer buy?
 Why there?
 Which decision came first? Where to
buy or what to buy?

CONCLUSION. Compare the two buying decision situations and explain.

______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________

Prepared by:
CARMELA G. ADRIATICO
Instructor
EXERCISE A
A regularly used product or service costing less than P 100.00
7. What was the product purchased or service availed?
__________________________________________________________________
__________________________________________________________________

8. Who is the decision-making unit?

 Who made the final decision to buy the product or service?
 Identify all those who played a role or those who influence the decision
process. What influence have they exerted or what role did they play?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
9. What motivated the purchase?
 What problems did the product/service solve? Or what needs and wants did
the product satisfy?
  What functions would it facilitate
 What attributes seemed important?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
10. Characterize the decision.
 Was it a first time decision? A review of a previous decision? A casual
decision?
 Was the amount of deliberation appropriate to the decision?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
11. Characterize the decision-making process.
 What triggered the process?
 Was there an information search? How was the search conducted? How
much information was collected? What sources were used? When in the
process was information gathered? How many alternatives were evaluated?
Why those?
 How was the final choice determined? What was the criteria used in the
chosen alternative?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
12. Where did the customer buy?
 Why there?
 Which decision came first? Where to buy o what to buy?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

EXERCISE A
A regularly used product or service costing less than P 100.00
13. What was the product purchased or service availed?
__________________________________________________________________
__________________________________________________________________

14. Who is the decision-making unit?

 Who made the final decision to buy the product or service?
 Identify all those who played a role or those who influence the decision
process. What influence have they exerted or what role did they play?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
15. What motivated the purchase?
  What problems did the product/service solve? Or what needs and wants did
the product satisfy?
 What functions would it facilitate
 What attributes seemed important?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
16. Characterize the decision.
 Was it a first time decision? A review of a previous decision? A casual
decision?
 Was the amount of deliberation appropriate to the decision?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
17. Characterize the decision-making process.
 What triggered the process?
 Was there an information search? How was the search conducted? How
much information was collected? What sources were used? When in the
process was information gathered? How many alternatives were evaluated?
Why those?
 How was the final choice determined? What was the criteria used in the
chosen alternative?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
 __________________________________________________________________
__________________________________________________________________
18. Where did the customer buy?
 Why there?
 Which decision came first? Where to buy o what to buy?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________