For this assignment, please conduct an in$-$depth interview with someone not in the class about a recent

purchase. The recent purchase should be worth at or above $$50$ and have been purchased in a physical retail

setting $($i$.$e$.$ not an Amazon order$).$

Your goal in the interview will be to discover the decision$-$making process that led up to this purchase

decision $($including both external and internal factors that motivated this decision$).$ Please be sure to find out

the following:

What led this consumer to realize that he or she needed or wanted to buy in this product category?

How many alternatives $($if any$)$ did the consumer consider?

How did the person decide to buy the alternative that he or she chose?

Which product attributes were important to this consumer? Why was it important to him or her that

the product have these attributes?

Important: please use the laddering technique to prompt the consumer to tell you the key

benefits$/$values that they associate with product attributes. First, ask them to name an

important attribute of the product, and then ask them why it is important to them that product

have that attribute. After they answer, ask them why it is important to them that they get that

benefit, and so on$,$ until you've found out a high$-$level, more abstract motivation $($e$.$g$.$ self$-$

esteem, peace of mind, safety$)$ underling their preference for the attribute.

Are there other key associations $($e$.$g$.$ beliefs, feelings, memories, etc.$)$ that come to mind for the

consumer when thinking about this product that have not been already described?

Will the person buy this same product $($and brand$)$ again? Why or why not?

After conducting this interview, please follow the guidelines below for your write$-$up:

Type a concise one$-$page summary and analysis of your findings. Be sure to include the key

marketing implications in your discussion of your findings, and try to relate your findings to the

material we have covered thus far in the class. $($Please give me the name or a pseudonym for your

interviewee, including their age and gender.$)$