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CONSUMER DECISION MAKING


5/30/2008
Assessment 3: Informal Market Research

This report contains the analysis and evaluation of informal research that was conducted in order to ascertain the different buying situations surrounding lifestyles, values and cultures, groups, families and household composition, situational influences and, legal and ethical issues.


Consumer Decision Making
ANALYSING CONSUMER BEHAVIOUR
KEY FINDINGS
Buying Situation 1 – Thien Do Calibre Shirt

Thien is “17 [and] lives with [his] parents,” he is purpose-driven to make sure that this purchase is “socially accepted by [his] friends and family.” His current state of living, suggests that he needs to consider changing his information search criteria and deeply analyse the cost of the products, before making the purchasing decision. “Quality,” seemed to be a secondary expectation when deciding to purchase the Calibre shirt.
Financially, he is unstable to make any high......

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Approximate Word Count: 10098
Approximate Pages: 41 (250 words per double-spaced page)

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