More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Exercise
-
Reference no. 9-596-039
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
Share a link: https://casecent.re/p/44693
| No reviews for this item
View our pricing guide or login to see prices.

Abstract

Students are instructed to interview a recent purchaser of a low- involvement product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (eg stages in the buying process, decision-making roles, habit versus deliberation).
Teaching note
-
Reference no. 5-597-041
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); John Deighton (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1997
Length: 14 pages
View full details
Exercise
-
Reference no. 9-503-S19
Spanish language
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-040
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-041
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-042
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-043
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Consumer behavior
View full details
Exercise
-
Reference no. 9-596-044
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Consumer behavior
View full details

About

Abstract

Students are instructed to interview a recent purchaser of a low- involvement product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (eg stages in the buying process, decision-making roles, habit versus deliberation).

Related

Teaching note
-
Reference no. 5-597-041
Subject category: Marketing
Authors: Susan Fournier (Harvard Business School); John Deighton (Harvard Business School)
Published by: Harvard Business Publishing
Published in: 1997
Length: 14 pages
View full details
Exercise
-
Reference no. 9-503-S19
Spanish language
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-040
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-041
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-042
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Market research; Consumer behavior
View full details
Exercise
-
Reference no. 9-596-043
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Consumer behavior
View full details
Exercise
-
Reference no. 9-596-044
Subject category: Marketing
Authors: John Deighton (Harvard Business School); Susan Fournier (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1995
Version: 29 January 1997
Length: 2 pages
Data source: Published sources
Topics: Consumer behavior
View full details