PHI Inuit l lvuv-uu.-- .. -_ . _-.___ .. 1' PART 1: Provide a SHORT description of the person (interviewee) by using segmentation variables, such as demographic, psychographic, behavioristic, and so on. PART 2: Provide SHORT ANSWERS to EACH question. 0 What product did the person buy? k 0 Was it an individual or family decision? 0 What motivated the purchase? - To what extent did nances play a role in the decision-making process? 0 What product features or benets seemed important to the buyer? - Was it a rst- time decision? Has the person purchased this type of product before? 0 How much thought went into the buying decision? - How did the person gather the information they used to make their decision? - Did the person search the Internet or speak to friends as sources of information? Did the person read reviews on Amazon or a product review site like Consumer Reports (h__ttps:[[www.consumerreports.org(cro[index.htm Ea)? ' How many alternatives were evaluated? 0 Did service play a factor with the choice? - Did the product meet the person's expectations? If so, why? If not, why not? - What role did the brand name play? PART 3: Furnish a SHORT synopsis of no more than 150 words describing what you have learned about how people make buying choices