Student name /ID: Kharisma Sania

Class: YP-C, MBA MM 5003 Class 23/9 – 6/11/2019

Date: 27/09/2019

Interviewees Product Key points learned

purchased/considered
Ahmad Iron, bricks. (Raw Interviewee characteristics:
Sobandi, age material) - People from baby boomer generation still use phone call to the store,
57, man, beside internet and WOMs to get the info.
married, - He makes his own decision to purchase the products, because he has
entrepreneur background being an employee in industrial SOE, so he knows the
in Industrial quality.
field. Product attributes:
- Important factor for raw materials is consistency in quality, beside
price, quality, and availability.
- The purpose for raw materials is for business purpose, which is building
factory and warehouse
- The quality factor of the product, for the example: weight of the
product, size of the product.
- Product like cement is purchased on the same day, when the need
arises. He needs the product quickly to so the building process
continues.
- Business purpose product brands tend to be influenced by ex co-
worker, employee, family, and colleague who works in the same field.
Muhammad Guitar string, guitar Interviewee characteristics:
Hideo, picks. (Speciality) - People from generation Y are more familiar with the internet, he looks
Age 23, man, for information specifically from review in Youtube, beside WOMs.
not married, - He is only 23 and not married so he doesn’t care if he spends the last
college of his money “I’ve been broke before and I didn’t die”
student Product attributes:
- Important factor for speciality is the quality and availability, he prefer
to shop in Bandung because he needs to try the product directly before
purchasing.
- The purpose of the product is personal purpose, so the decision is
influenced by his feeling.
- The quality factor of the product: The right sound profile. Pic: metal,
plastic, thick, thin. String: durability.
- For speciality product, purchase time is up to 8 months, there’s not
really a time constraint
Ahmad Fish, fish food, Interviewee characteristics:
Sobandi, age aquarium, fish - People from baby boomer generation still come to the store directly to
57, man, vitamin. (Speciality) ask for information, he didn’t try to find information on the internet. He
married, also admits he is only influenced by the shopkeeper.
entrepreneur Product attributes:
in Industrial - Important factor for speciality products are the quality and availability.
field. Availability is important for both speciality product (above interview),
because people need to try it first/feel it first.
- The quality factor of the product: The fish appearance/look, toughness
of the fish.
- The purpose of the product is personal purpose, so the decision is
influenced by his feeling. He admits the key factor of purchasing is the
mood factor, impulsive purchasing.
- Purchase time is up to 1 year, it depends on the mood. Both interviews
show that people don’t make time consideration for speciality products.