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Interview (in depth) 4 people who have purchased and used the selected product/brand in the past 6 months and obtain the following:
• Describe the process that led to the consumers’ “choice” of the brand…cite commonalities of response to marketing strategies and tactics. 
• Assess the consumers satisfaction/dissatisfaction with 
o The pre-purchase experience 
o The purchase experience 
o The usage experience 
o The service experience