Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 29 January 1997
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).
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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).