Project Assignment
Consumer Decision Process: Students are required to choose a product within the automotive or consumer electronic industries. Each student should conduct a depth interview with 2 persons regarding their buying behavior for this product. Your interview protocol (questions) should help you determine the consumer motivation, perception, involvement, and attitude toward the purchased product along with the consumer's basic demographics.
Based on your analysis of the interviews, you should analyze the consumer decision process for the product and compare the process for each interviewee.
Guidance for the depth interviews will be posted on Blackboard.
A written report (4-5 pages) along with a video (or link to a video) of you presenting your project (no more than 5 minutes) should be posted to Blackboard by the due date posted on the Schedule.
Your report should explain each interviewee decision process and compare the similarities or differences between them.
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.