This is an individual exercise. Each student must interview, over the phone or in person $($no email interviews$),$ someone who is not a student at Wake Tech about their most recent purchase. The item bought could be a product or a service, could be digital or physical, could have been purchased online or in a store $($but should not be a meal or a drink, although it can be a grocery item$).$ The goal is to understand consumer behavior.

Conduct the interview $(20-30$minutes$)$ any time.

Here is a rough guide for the interview. Feel free to add questions or to word them differently.

Identify people, if any, who played a role in the decision to buy the item. What role$($s$)$ did they play?

What motivated the purchase? How did you find out about the product? What $$problem$$ did the item solve?

What attributes$/$features of the item were important to you $($the interviewee$)?$

Was there an information search before the purchase? If yes, how and where did you $($the interviewee$)$ search? What information was gathered?

How many alternative brands were evaluated and how did you $($the interviewee$)$ decide?

Where was the purchase made? Why there? What was the price? Do you $($the interviewee$)$ think this was more or less expensive than other brands in this category $($i$.$e$.,$ did the interviewee purchase an expensive$/$premium product$)?$

Usinf the textbook, identify three key concepts that you would say are associated with what motivated their purchase; what marketing technique the seller $($retailer$,$ store, company$)$ used to make them buy that product; three key terms from the textbook that you would say describe the consumer's behavior?