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lent professionally, this will count towards your overall grade. Part A - Chapter 5 Buyer Behavior (Approximately 700 Words): Identify someone (friend, fellow student, family member, co-worker, etc.) that has bought purchase a product/service in the last 3 months that was valued over $200. This purchase should have required significant planning or thought, for example, it should not be a routine purchase like a bus pass. After finding a subject (person to interview) phone or video conference with them and conduct an interview about the purchase decision process he or she went through. Answer the questions found below (and any others that might come up naturally) related to the five stages of the Consumer Purchase Decision Process plus list any influences that occurred along the way. BE CURIOUS, BE SPECIFIC and PROVIDE DETAILS. You should be able to explain the thoughts, actions, reasons, and choices that the purchaser made in each stage. For more details on each stage see the Power Points from class or pages 116-134 (Chapter 5). Questions: 1. The person I interviewed was 2. Date of my interview 3. The Consumer Good purchased was I Problem Recognition: 1. What was the specific situation? 2. What was the need or problem that needed to be satisfied? 3. What triggered the perception that the buyer had a problem or need? 4. Were there any influences in this stage, e.g. psychological, family, "influencers", learning, values- based, lifestyle, reference groups, culture, or societal influences? How did they influence any choices? Styles Information Search: 1. What information was needed to assist in the purchase? 2. What sources did the buyer use in collecting information? 3. How did the consumer gather the information (the process)? 4. How long did this stage take? 5. What information was gathered? 6. Were there any influences in this stage, e.g. psychological, family, "influencers", learning, values- based, lifestyle, reference groups, culture, or societal influences? How did they influence any choices? Alternative Evaluation: 1. What products or brands were in the buyer's consideration set? 2. What criteria was developed to help evaluate the choices? Were any criteria more important than others? (e.g. price was the #1 factor to make the best purchase) 3. Were there any influences in this stage, e.g. psychological, family, "influencers, learning, values- based, lifestyle, reference groups, culture, or societal influences? How did they influence any choices? Purchase Decision: 1. What specific product or brand was chosen? Why? 2. Was it a difficult decision? Why or whyloot? 3. Was it bought immediately or was there a delay? Why? 4. Where and how (e.g. online or in a store) was the product bought? 5. Were there one or two main factors that motivated the purchase? (e.g. it went on sale / discount) 6. Were there any influences in this stage, e.g. psychological, family, "influencers", learning, values- based, lifestyle, reference groups, culture, or societal influences? How did they influence any choices? they influence any Post-Purchase Behavior: 1. After trying/using the product or brand was the buyer satisfied? Why/ why not? 2. Did the buyer do anything to convince her/himself that a good purchase was made? 3. Did the buyer share the experience with anyone, e.g. post on social media, tell a friend or family, or call/email the company? 4. Did the buyer experience "cognitive dissonance"? (psychological tension or anxiety that the purchase was the "right" one) I Part B - Chapter 6 Understanding Organizations as Customers (Approximately 500 Words) 1. Considering the specific product purchase that was made above, reflect on the process the business that the product was purchased from. How would the purchase decision making process have differed for the corporate buyer that brought the product the consumer market where it was purchased. Provide 2-3 specific examples. 2. Imagine you are a marketer working for the company or brand of the product and you need to market the product to the business and its buyer above. What organizational buying criteria might the buyer above be most interested in? Provide 2-3 specific examples. For more details on each stage see the PowerPoints from class or Chapter 6 in the eBook. You can also use the following diagrams to assist you in answering the questions. Need Recognition Need Description Product Specification Supplier Selection Proposal Solicitation Supplier Search Order Routine Specification Performance Review Figure 1: Organizational Buying Process Figure 1: Organizational Buying Process Quality Specifications Price Delivery Schedules Technical Capability Organizational Buying Criteria Past Performance Warranty/ Claim Policies Production Facilities/Capacity Figure 2: Organizational Buying Criteria lent professionally, this will count towards your overall grade. Part A - Chapter 5 Buyer Behavior (Approximately 700 Words): Identify someone (friend, fellow student, family member, co-worker, etc.) that has bought purchase a product/service in the last 3 months that was valued over $200. This purchase should have required significant planning or thought, for example, it should not be a routine purchase like a bus pass. After finding a subject (person to interview) phone or video conference with them and conduct an interview about the purchase decision process he or she went through. Answer the questions found below (and any others that might come up naturally) related to the five stages of the Consumer Purchase Decision Process plus list any influences that occurred along the way. BE CURIOUS, BE SPECIFIC and PROVIDE DETAILS. You should be able to explain the thoughts, actions, reasons, and choices that the purchaser made in each stage. For more details on each stage see the Power Points from class or pages 116-134 (Chapter 5). Questions: 1. The person I interviewed was 2. Date of my interview 3. The Consumer Good purchased was I Problem Recognition: 1. What was the specific situation? 2. What was the need or problem that needed to be satisfied? 3. What triggered the perception that the buyer had a problem or need? 4. Were there any influences in this stage, e.g. psychological, family, "influencers", learning, values- based, lifestyle, reference groups, culture, or societal influences? How did they influence any choices? Styles Information Search: 1. What information was needed to assist in the purchase? 2. What sources did the buyer use in collecting information? 3. How did the consumer gather the information (the process)? 4. How long did this stage take? 5. What information was gathered? 6. Were there any influences in this stage, e.g. psychological, family, "influencers", learning, values- based, lifestyle, reference groups, culture, or societal influences? How did they influence any choices? Alternative Evaluation: 1. What products or brands were in the buyer's consideration set? 2. What criteria was developed to help evaluate the choices? Were any criteria more important than others? (e.g. price was the #1 factor to make the best purchase) 3. Were there any influences in this stage, e.g. psychological, family, "influencers, learning, values- based, lifestyle, reference groups, culture, or societal influences? How did they influence any choices? Purchase Decision: 1. What specific product or brand was chosen? Why? 2. Was it a difficult decision? Why or whyloot? 3. Was it bought immediately or was there a delay? Why? 4. Where and how (e.g. online or in a store) was the product bought? 5. Were there one or two main factors that motivated the purchase? (e.g. it went on sale / discount) 6. Were there any influences in this stage, e.g. psychological, family, "influencers", learning, values- based, lifestyle, reference groups, culture, or societal influences? How did they influence any choices? they influence any Post-Purchase Behavior: 1. After trying/using the product or brand was the buyer satisfied? Why/ why not? 2. Did the buyer do anything to convince her/himself that a good purchase was made? 3. Did the buyer share the experience with anyone, e.g. post on social media, tell a friend or family, or call/email the company? 4. Did the buyer experience "cognitive dissonance"? (psychological tension or anxiety that the purchase was the "right" one) I Part B - Chapter 6 Understanding Organizations as Customers (Approximately 500 Words) 1. Considering the specific product purchase that was made above, reflect on the process the business that the product was purchased from. How would the purchase decision making process have differed for the corporate buyer that brought the product the consumer market where it was purchased. Provide 2-3 specific examples. 2. Imagine you are a marketer working for the company or brand of the product and you need to market the product to the business and its buyer above. What organizational buying criteria might the buyer above be most interested in? Provide 2-3 specific examples. For more details on each stage see the PowerPoints from class or Chapter 6 in the eBook. You can also use the following diagrams to assist you in answering the questions. Need Recognition Need Description Product Specification Supplier Selection Proposal Solicitation Supplier Search Order Routine Specification Performance Review Figure 1: Organizational Buying Process Figure 1: Organizational Buying Process Quality Specifications Price Delivery Schedules Technical Capability Organizational Buying Criteria Past Performance Warranty/ Claim Policies Production Facilities/Capacity Figure 2: Organizational Buying Criteria