Essentials of Marketing 14th Edition by William Perreault, Joseph Cannon,Jerome McCarthy

Exercise 15

Interview a friend or family member about two recent purchase decisions. One decision should be an important purchase, perhaps the choice of an automobile, a place to live, or a college. The second purchase should be more routine, such as a meal from a fast-food restaurant or a regularly purchased grocery item. For each purchase, ask your friend questions that will help you understand how the decision was made. Use the model in Exhibit 5-8 to guide your questions. Describe the similarities and differences between the two purchase decisions.