Assignment

1.0

Customer experience project You should select a particular product or product category that you or someone you know is interested in purchasing or recently purchased for personal use. This should be a product (as opposed to a service), and should be considered a ma or! purchase (something not regularly purchased, and of high enough price that an e"tended decision process is used # e"amples would be a car (and not a toothpaste), ipod, computer, tv, bicycle, kitchen appliance and so on. $f you are not sure about the product appropriateness, ask before embarking on the pro ect.

Two retailers, ideally different formats, should then be selected as alternative places to purchase the product. %or eg& one might compare the e"perience of buying a used car from a dealership as opposed to an independent used car lot.

'eliverable( The deliverable will be a written report in a table form ranging from )*+ pages in length. Any attachments such as ads, circulars etc should be attached to the written report. 'ue 'ate( ,ritten reports are due at the beginning of the class on -arch ./, 0/.1 ,hat should the report cover2 The report should cover any relevant aspect of the purchase process. All of this can be observed, however additional insight can be gained from talking with store personnel and managers. The focus should be on the way that the purchase process differs from the two retailers. The report should at the minimum cover the following areas(

 3tore A43tore 5 'escription of customer base 4 segment shopping at this store (demographic, psychographic etc.) The knowledge of the customer about the product when entering the store. Type and e"tent of customer assistance provided 5readth of assortment of product line, and the way the customer decide among the available options 6eturns policy and warranty 'ecision process (who is involved and who plays the role) 7urchase decision Types of payments and %inancing used 8ther products purchased in the same shopping trip Add any other likely differences you observe

Grading criteria: 9rades for the pro ect will be based on the following criteria( .. Thoroughness of report( were all aspects of the purchase process ade:uately e"amined, and were differences between the customers bases clearly defined for each section2 0. ;larity of the report( how well was the report written2 $s it clear, well organi<ed, attractive2 Are there spelling or grammatical errors that detract from the review2 ). $nsight of the report( does the report provide clear insight to the likely reasons why there are differences between the customers and their buying behaviour at the different retailers2