Think about a purchase you made for an outlay of more than $100. It might have been new clothes, night out or something for your home etc.
1) Briefly described the product purchased. For example, what was the model, any special features, exact cost, etc.
2) Discuss the purchase in terms of the five stages of the buyer-decision process.
- What was the ‘Unsatisfied need'?
- What was the alternative choice?
- How were these evaluated?
- How did you make the purchase decision?
- What was the post purchase decision.
3) Discuss the impact of any of the following ‘external' factors that led to this purchase
- Culture, Social class, Peer group, Lifestyle, Age
4) Discuss how you actually made the purchase (situational influences). For example:
- Which shop or provider did you use? At what time of the day or week did you make your purchase? How did you pay? Discuss layout of the store or location of the product might have affected your situation.