Report of an Interview
I N D I V I D U A L W O R K
Report on an interview
Subject: Consumer Behaviour
Professor: Melika Husić-Mehmedović, PhD
Objectives of the study: ➢ why the respondent likes or dislikes particular product? ➢ which are his/her motives? ➢ how he/she perceives people who (not) use the product/service? ➢ what in his/her personality is reflected through that product? ➢ how family, culture, social class, age, gender, previous experience etc., affect his/her attitudes toward a given product? ➢ where he/she obtains information on product/service?
The data contained in this report were collected from a depth interview that has been done in the home environment. On October 16th, I spoke with hypermarkets customer concerning the products and services that they are offering.
The interviewee was 28 year old man, who is single and he is living with his parents and sister . Annual income of his family is approximately 80.000 KM which is above average annual income per household in Sarajevo.
His generally view on hypermarkets is positive and he thinks they are great because they offer a large selection of different products in one place.
He regularly visits specific Hypermarket and he has chosen Mercator solely for the diversity of it’s products and brands, and the availability of everything necessary in one place.
When it comes to choosing products to purchase, quality plays a critical role and price of the particular product is less relevant.
When I asked him about Mercator’s line of products for personal hygiene, the responses could conclude that he does not like them because they are cheap and available to everyone, which he considers to mean lower quality. He likes to buy products with tested quality and brand name means a lot to him when deciding on purchasing a particular product.
Based on the above I conclude that his motives for purchases are emotional, such as pride,
Report on an interview
Subject: Consumer Behaviour
Professor: Melika Husić-Mehmedović, PhD
Objectives of the study: ➢ why the respondent likes or dislikes particular product? ➢ which are his/her motives? ➢ how he/she perceives people who (not) use the product/service? ➢ what in his/her personality is reflected through that product? ➢ how family, culture, social class, age, gender, previous experience etc., affect his/her attitudes toward a given product? ➢ where he/she obtains information on product/service?
The data contained in this report were collected from a depth interview that has been done in the home environment. On October 16th, I spoke with hypermarkets customer concerning the products and services that they are offering.
The interviewee was 28 year old man, who is single and he is living with his parents and sister . Annual income of his family is approximately 80.000 KM which is above average annual income per household in Sarajevo.
His generally view on hypermarkets is positive and he thinks they are great because they offer a large selection of different products in one place.
He regularly visits specific Hypermarket and he has chosen Mercator solely for the diversity of it’s products and brands, and the availability of everything necessary in one place.
When it comes to choosing products to purchase, quality plays a critical role and price of the particular product is less relevant.
When I asked him about Mercator’s line of products for personal hygiene, the responses could conclude that he does not like them because they are cheap and available to everyone, which he considers to mean lower quality. He likes to buy products with tested quality and brand name means a lot to him when deciding on purchasing a particular product.
Based on the above I conclude that his motives for purchases are emotional, such as pride,