Consumer Behavior

Consumer Behavior

Homework Assignment 2

I interviewed Nick , my grandfather, from Las Vegas, Nevada on September 8th to discuss his buying behavior process for OTC cold medicine. He's the kind of consumer who would rather make a buying decision in advance but understands that doesn't happen all the time. When making this kind of purchase, he likes to get suggestions from other people and he tried to reference cold medicines he's used in the past. He is a consumer that prefers certain types of medicine, he is price conscious, open to alternative medications, reflects and compares products, and like to make a buying decision with confidence. He is retired and does have time on his hands to vocalize his conclusions verbally and online to influence others in their decision making.

Nick doesn't like getting a cold, I don't think any of us do. He would rather nip it in the bud before it effects his daily life so, as soon as he starts to feel aches, pains, his nose starts to run, and his head starts to ache, he calls his daughter Camille and heads to the Drug store shortly thereafter. His daughter, Camille, works in the healthcare industry so he feels her opinion about medication is important. He also tries to remember what medicine he took the last time he felt bad.

After he has collected the information from memory and advice from a trusted source he heads to the closest Drug store. He prefers getting his medication at a Drug store because he likes that it's smaller than a grocery store and he believes people that work at Drug stores are better prepared to help people who are under the weather (I don't think that's true but that is his opinion). When he is in front of all the OTC cold medicine he is attracted to the package that has phrases such as "instant relief"or "fast acting." Whichever products draws