In our Consumer Behavior group, we had to find a high end user product that people have to take time on to purchase and find the core value as to why people make these decisions. Our groups' high use product was the purchase decision of attending college. Through our ACV chains we discovered that our core value people gained after selecting a college was self-fulfillment.
We were asked to create a paper explaining our interviews, research, ACV chain, and MECCAS model. For our MECCAS end of the project, our group decided the advertisement that would be most beneficial to reach a wide variety of students both verbally and non-verbally was through a commercial. While Durham College is a real college, we took their commercial and turned their sound off. Then we created our own narration and the end result is below. This project was fascinating to find the process as to how to reach what really drives a consumer in their purchases.
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