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    Sowjanya Kanuri
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    This document provides guidelines for a group assignment on understanding buyer behavior for a marketing course. Students will be assigned to groups and each group must select one product category to research. They should conduct in-depth discussions with three consumers who recently purchased a product from their selected category. Based on these discussions, they should determine the purchase triggers, stages of the purchase process, inputs sought at each stage, and roles played at each stage. Groups should then draw implications for marketing decisions based on their findings and submit a 3-page maximum report.

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    Guidelines for Consumer Behaviour Assignment[1]

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    This document provides guidelines for a group assignment on understanding buyer behavior for a marketing course. Students will be assigned to groups and each group must select one product category to research. They should conduct in-depth discussions with three consumers who recently purchased a product from their selected category. Based on these discussions, they should determine the purchase triggers, stages of the purchase process, inputs sought at each stage, and roles played at each stage. Groups should then draw implications for marketing decisions based on their findings and submit a 3-page maximum report.

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    14 views2 pages

    Guidelines For Consumer Behaviour Assignment

    Uploaded by

    Sowjanya Kanuri
    This document provides guidelines for a group assignment on understanding buyer behavior for a marketing course. Students will be assigned to groups and each group must select one product category to research. They should conduct in-depth discussions with three consumers who recently purchased a product from their selected category. Based on these discussions, they should determine the purchase triggers, stages of the purchase process, inputs sought at each stage, and roles played at each stage. Groups should then draw implications for marketing decisions based on their findings and submit a 3-page maximum report.

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    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    PGP I year Marketing I Guidelines for the Assignment #01 (Understanding Buyers Behaviour) I. This is a group assignment.

    Each group should select ONE of the products from the suggested list of product categories mentioned hereby. No two groups can pick up the same category. The group should carry out following for the product category picked up by them: a. Group should meet THREE (not more or less) consumers who have purchased the product in the recent past. Based on the indepth discussion with each consumer the group should discern the following. What were the triggers of purchase? What were the stages in the purchase processes? What inputs were sought in each of these stages? Who played what kinds of roles in each stage? and Approximately how much time was taken in each stage? Based on the learning and insight from the in-depth discussions with THREE consumers, Please draw implications for marketing decisions. Do not either increase or decrease the sample size. Please conduct in-depth discussions by asking probing questions. Do not construct a structured questionnaire. Just carry with you a list of questions to guide your discussions. You may assign a 2-member team to discuss with one consumer. The report should be limited to 3 pages (one and a half space, 12pt. Times Roman) including Appendix, if any.

    i. ii. iii. iv. v. b.

    c. d. e. f.

    SUGGESTED PRODUCTS: EMERGING FMCG Ayurvedic Products Fairness Cream Frozen Food DURABLE Microwave AC Water Purifier SERVICE Tourism Insurance (Non-Life) Mobile Retail chains Beauty Saloon

    Domestic Ready-to-eat Inverters food Ceramic Natural Tiles Drink Ipods Pen drives STABLE Soaps and Detergents Soft Drink Concentrate Vacuum Cleaner Refrigerators TV Fans DECLINING Vanaspati Scooter Black & White TV VCR/VCP Pagers

    LifeInsurance Hotels Travel Coaching Classes Public (City & State) Transport Post & Telegraph

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