Analyze and discuss the consumer decision-making process (gift giving) for each case (3 interviewed cases)

Overview

Overview

As a marketing consultant for a large retail chain, you are tasked with providing actionable,

evidence-based insights to help improve holiday gift marketing strategies and reduce

product returns. To inform your recommendations, you will conduct in-depth interviews to

uncover how consumers make holiday gift purchases across varying levels of involvement.

You will then analyze your findings using course concepts and translate them into clear,

strategic recommendations for management.

Objective

Conduct three in-depth interviews to explore how people make holiday gift

purchase decisions at different levels of purchase involvement: nominal (low),

limited (moderate), and extended (high).

Analyze and discuss the consumer decision-making process for each case,

explicitly connecting your findings to course materials (Chapters 1 and 14).

READ THE INSTRUCTIONS IN THE ATTACHMENT BELOW!