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The purpose of this exercise is to expand your understanding of consumer behavior by getting you face-to-face with a consumer. First, you need to find a person who is not a member of this course, and who has recently bought a product or service costing around $25 to $100.  Second, you must conduct a depth interview of about 30-60 minutes in length with this consumer. Third, you must write a two-page report ( Arial 12, 1.5-line space) consisting of three sections. In the first portion of the report, summarize your interview. In the second portion, describe your insights based on the consumers’ responses. Third, describe the consumer behavior concepts learned in class that can be applied to this exercise. The goal of the interview is to understand the consumer’s buying, having, consuming, and disposing of this product or service in terms that can be useful to a marketing manager.  
The list of questions is intended as a general guide around which you can build your in-depth interview. It is not to be followed rigidly. Nor do all questions apply to your case. Nor is it complete and exhaustive of the types of questions you need to ask, or the level of detail for which you need to explore. Rather you should try to stimulate a lively and open discussion around these key question areas from which you can: (a) develop a deep understanding why this person bought this product; what influenced her/his purchase; and (b) surface the factors, in the environment and in the customer’s psyche, that really determined why the customer acted the way s/he did. 
General Areas of discussion
Who was the decision-making unit? • Who bought the product or service? • Identify all those who played a role in the decision process. What role did they play? What motivated the purchase? • What problems did the product/service solve? What functions would it facilitate? • What attributes seemed important? Characterize the decision. • Was it a first-time decision? A review of a previous decision? A careful decision? A casual decision? Was the amount of deliberation appropriate to the decision? Characterize the decision-making process. • What triggered the process? • Was there an information search? How was the search conducted? How much information was collected? What sources were used? When in the process was information gathered? • How many alternatives were evaluated? Why those? • How was the final choice determined? •Where did the consumer buy? • Why there? • Which came first: where to buy or what to buy?  •When did you use/consume it? •Where did you use/consume it? • Did you consume it alone or with someone else? • How did you dispose of it?

1. Please respond to the post below regarding the subject and pose questions 
2.In my hypothetical, I am introducing a luxury in-flight service to the United Kingdom market. The target audience is primarily homeowners and renters seeking advanced security solutions to protect their properties/ investments. The main reason for entering the UK market is its strong economic standing; and it’s longstanding participation in the global economy makes taking metrics to gauge success less costly than a less developed country (Peter& Donnelly& James, 2019). A healthy economy, like the UK, is one that has a strong sense of trade, globally driven consumers with spending power, a politically stable parliamentary democracy, and a robust legal system that makes business less volatile, all of which are important variables in a healthy and strong economy (Peter& Donnelly& James, 2019). The high consumer spending power, receptiveness to innovation technologies leads the UK to being the sixth largest global economy and as it is primarily driven by services, manufacturing, and a thriving tech sector, makes it the best option for changing the relationship between the flier, the airline, and the expected experience in-flight (World Bank, n.d.).
The country itself has a long-standing reputation of embracing technological advancements and securing top spots in the global markets making them a first world country able to afford a luxury product/service (Mintel, 2023). The compatibility of British culture and the values of a privacy market, and innovation make this an ideal launch pad for a new in-flight luxury AI business. Capitalizing on the cutting-edge aspect of this technology, paired with a value-driven price that is competitive- this could be a very lucrative option for breaking into the exterior markets to the USA. The core functionality of this product would remain unchanged, from the US to the UK, but certain features might need tweaking to comply with UK regulations and the consumer preferences of specific areas. For example, perhaps the adjustment of language settings, the units of measurements, and data privacy protocols might have to be monitored so as to meet local and district standards.
In terms of the pricing and promoting, we would need to consider the average UK consumer protection laws, advertising standards for the country, and taxation policies to secure protection of profits. With a developed market, and consumer behavior similar to that of the USA, we could likely employ comparable pricing and promotional strategies with only minor tailoring to accommodate local market dynamics that might be a slightly more prudish than that of the US (ITA, 2024). Regarding the distribution, we could explore partnerships with UK-based retailers, ecommerce platforms that are popular in the UK, and establish relationships with home security service providers that have already been established to reach the target segment successfully. We might need to establish or outsource a streamlined delivery system, in the UK, to ensure efficient product delivery across the country to ensure technology on board flights stays operational.