1. Consumer Interview
OSCAR ROMERO
Concise summary paper and analysis of discovering, comparing and contrasting the decision
making that led 3 consumer to a purchase of different price range products.

2. Consumer Interview Project:
3 consumers were surveyed on 2 products purchases that they
recently made. Both product prices and categories will vary based on
the consumerselection.
All consumers were survey with the following questions and the name
of each product within the question was changed to each client
purchase item.
 When do you or did you realized you needed buy a (name of
product)?
 When you decided to buy this product, what brands do you
prefer?
 What do you look for when buying this product? (I.e. quality,
price, etc.)
 In your prospective,what are the benefits of this product?
 Can you name a quality of this product?
 Why is this quality important to you?
 What is the first thing you think of when you hear (name of the
brand)?
 Would recommend or buy this product again?
Participant #1
A key internal and external characteristic of this participant’s decision
making-process were: Personality: consumerfeltthe need to
connect with the product, this product needed to representa social
status for this person. Using their ego and super-ego when deciding
to buy an item. This allowed them to buy an item that will represent
their status and yet, the price of the item ranges betweenprice points
that he/she can afford. Familyand life cycle plays a big role here,
based on family members’good experiences with the product before
the consumer, this consumertakes into their opinion in the decision
making process.This consumerlives with her parents; therefore,her
responsibilities are very little giving her a little more spendable
income.

3. Participant #2
For this consumer the key internal and external characteristics
are: the levelof expertise from consumerand seller side:this
consumertakes into account quality and durability of the product,
ensuring he receives quality for the price invested on these two
products. SocialInfluence: playing a mayor role in this consumer’s
decision,he asks around differentopinions of the quality of products.
Internal Influence: a key characteristic this consumeruses is self-
concepttheory, items bought need to fit his particular lifestyle taking
in account durability and quality of the product.
Participant #3
A key characteristics in this participant’s decisionmaking is
strongly based on the ones follow: Age and Life cycle: this
consumerlooks for items that will fulfill the need of a commodityof
necessity. The productis not defined by the product’s label or price.
This consumer sometimeswill continuously buy the same items and
sometimeswill experience or take a risk with an unknown product.
Attitudes: they play a big role within the decision-making process,
this consumerhas developeda positive attitude towards a certain
brand or product.
In conclusion,differentinternal and external characteristics play a key
role when we are in the decision-making process;it all dependson
our age, buying priority and income.These consumers were all
influenced by external influences of age, family, life cycle, social and
cultural elements. In some instances the participants made a
selectionon how the product made them feel,what great benefits this
productoffers them and the quality this productgives them.