The interviews were transcribed in the same language that was received during the interview recording. Learn More Written Transcripts of the Interviews The questions presented in the semi-structured interview guide were slightly modified to fit the participants’ responses. Importantly, the respondents’ names were also carefully noted down in a written form for me to follow the order of the interviewing process. I used the tape recorder and each part of the interview was precisely labeled. Hence, I recorded the answers in the library, cafeteria, and in the campus of my university. The places of the interview were informal to receive more accurate and natural answers. I conducted eight interviews with students within the campus. Do you ask for advice while buying specific products, or using particular services?.Are specific products or services associated with your family traditions or occupation?.Do you have a specific ritual of selecting products?.Does the brand of the product make difference to you? Why?.Indentifying behavioral patterns prevailing among the consumers What do you expect from the product you have just bought?.If you do not have a possibility to buy the product you want, what would you do?.Can you easily substitute one product by another?.Are there products that you dislike, but you used to like it?.When buying chocolate, which criteria do you follow to choose a specific kind of chocolate?.Do you think products should be bought to satisfy practical needs or reach personal pleasure fulfillment?.How do you know that the product you have chosen fits your expectations?.What products and services do your prefer buying for daily use and why?Įvaluating the importance of symbolic meaning as subjective characteristic of products and services.What are the major criteria for choosing a common product?.
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