Critique about Authors and Their Way of Expressing Information Using Research Paper

Critique about Authors and Their Way of Expressing Information Using Surveys about Knowledgeable Consumer - Research Paper Example Some customers who have prior knowledge about a certain product or service seem to take less time when purchasing that product or service (Oliver, 2010). This prior knowledge was got from former purchases or reading about the said product or service. This research was based on consumers of strawberries. The authors had the following objectives when deciding to conduct the research; To identify who the direct strawberry customers were, To evaluate the major factors that guided consumers on making purchase decisions. To compare the intentions of consumers to the actual purchases made, To determine how effective advertising relates to the choices made by consumers, and To recommend any changes to the managers, so as to improve on their marketing programs. Methodology The survey was conducted by various companies among them; The North Carolina Department of Agriculture. The survey was conducted at eight different operations during the 1999 Spring. The companies conducting the research de cided to divide the research into two sections. One section of the survey was conducted when consumers arrived to purchase the strawberries. There are those customers who preferred to pick the strawberries themselves while others bought the already picked ones. This part of the survey was intended to highlight the purchase expectations of the customer, and their experiences when picking strawberries. The other segment of the survey was conducted when customers left the operation. The intention of this second segment of the survey was to find out the actual purchases made by the customers and what contributed to the customers purchasing what they purchased. This survey comprised of about 1647 respondents (Safley, Wohlgenant, & Suter, 1999). From the research conducted, it emerged that two third of the respondents had come to the strawberry operation before, while a third had not come to the place before. It also emerged that about two-thirds of those who opted to pick the strawberrie s before had prior knowledge concerning that.