Consumer Behavior Exercise (A)

The students are asked to interview a recent purchaser of a low-involvement product or service in depth about his / her purchase decision. The exercise provides students with first-hand understanding of the key concepts in the domain of consumer choice (eg steps in the buying process, decision-making roles, habit over consultancy).

The students are asked to interview a recent purchaser of a low-involvement product or service in depth about his / her purchase decision. The exercise provides students with first-hand understanding of the key concepts in the domain of consumer choice (eg steps in the buying process, decision-making roles, habit over consultancy).
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from
John Deighton,
Susan Fournier
Source: exercises
2 pages.
Publication Date: Aug 25, 1995. Prod #: 596039-PDF-ENG
Consumer Behavior Exercise (A) HBR case solution