#15 – Figuring Out Buyer Behavior No. 2
Same segment as assignment #12.
Interview 1: My first interviewee really focused on if the quality of the alternative was reasonably priced for what it offered. Style wasn’t so much an issue, as to quality and what information the alternative devices and applications could provide, such as timing or tracking distance. She was more likely to buy online because it was easier to read other people’s reviews of the product and make a decision that way, instead of dealing with salespeople who pressure you to specific items that you may not want. She also knew that she could easily return the product online if it wasn’t exactly what she wanted. Because it’s an online transaction, she uses credit cards to purchase. She said that what helps her determine whether the product was good or bad depends on if an updated version comes out very soon after she buys, or if the product satisfied all the necessities she was looking for. Since she was focused on quality, her main post-purchase evaluation was based on overall quality and results of the product. Basically if the product is doing what it should be doing.
Interview 2: My second interviewee viewed both price and quality as equally important when he does his picking between alternatives. He, too, purchases online with credit cards. He buys online because he likes the idea of just himself being involved in the purchase decision, very similar to the first interviewee. His post purchase evaluation is based on two things: if he continues to like it after a week or if it doesn’t break within the first couple weeks of purchase. He really focuses on the reliability of the product.
Interview 3: My third interviewee differs from the first two interviewees because she is an impulse buyer. Style is the one factor that is most important to her, as she is always trying to keep up with the newest trends and devices. She purchases both in store and online, but finds it much easier to spend money on her credit card since she can actually see cash reducing in her purse. Her main post purchase evaluation is based on if she uses the product more than she originally thought she would. She views it as a bad idea if it quickly goes out of style, or if she only uses the product once.
Conclusion: The segment is diverse, but I also expected my segment to behave they ways they stated. Quality seems to be the main concern when deciding between alternatives, because as one interviewee mentioned, “if it’s high quality, then it’s worth the price.” However, it was interesting to hear how my third interviewee based her decision off of style, which would help me further design my business idea and anklet. It seems like all purchases are more easily made online or through credit card transactions. Post purchase evaluation was based more on if the product did what it needed to do and the reliability of it.
Interview 1: My first interviewee really focused on if the quality of the alternative was reasonably priced for what it offered. Style wasn’t so much an issue, as to quality and what information the alternative devices and applications could provide, such as timing or tracking distance. She was more likely to buy online because it was easier to read other people’s reviews of the product and make a decision that way, instead of dealing with salespeople who pressure you to specific items that you may not want. She also knew that she could easily return the product online if it wasn’t exactly what she wanted. Because it’s an online transaction, she uses credit cards to purchase. She said that what helps her determine whether the product was good or bad depends on if an updated version comes out very soon after she buys, or if the product satisfied all the necessities she was looking for. Since she was focused on quality, her main post-purchase evaluation was based on overall quality and results of the product. Basically if the product is doing what it should be doing.
Interview 2: My second interviewee viewed both price and quality as equally important when he does his picking between alternatives. He, too, purchases online with credit cards. He buys online because he likes the idea of just himself being involved in the purchase decision, very similar to the first interviewee. His post purchase evaluation is based on two things: if he continues to like it after a week or if it doesn’t break within the first couple weeks of purchase. He really focuses on the reliability of the product.
Interview 3: My third interviewee differs from the first two interviewees because she is an impulse buyer. Style is the one factor that is most important to her, as she is always trying to keep up with the newest trends and devices. She purchases both in store and online, but finds it much easier to spend money on her credit card since she can actually see cash reducing in her purse. Her main post purchase evaluation is based on if she uses the product more than she originally thought she would. She views it as a bad idea if it quickly goes out of style, or if she only uses the product once.
Conclusion: The segment is diverse, but I also expected my segment to behave they ways they stated. Quality seems to be the main concern when deciding between alternatives, because as one interviewee mentioned, “if it’s high quality, then it’s worth the price.” However, it was interesting to hear how my third interviewee based her decision off of style, which would help me further design my business idea and anklet. It seems like all purchases are more easily made online or through credit card transactions. Post purchase evaluation was based more on if the product did what it needed to do and the reliability of it.
Taylor,
ReplyDeleteI agree that most people have the ideology "if it is high quality, then it is worth the price." If you can find the perfect combination of design, functionality and keep it at a reasonable production cost, your running bracelet could be a serviceable idea. It is a must for you to have an online store to sell these on as well, ideally getting them on Amazon where most e-commerce is occurring nowadays.
Hi Taylor,
ReplyDeleteThese interviews seem like they can be very useful to you. One thing that stood out to me is that it looks like your segment seems much more inclined to make their purchases online as opposed to in a store. You can definitely use this information to help better refine your sales strategy and make sure your product gets in the most hands possible.
Hello Taylor, the interviews that you conducted give you a different point of view of what your potential market could be. In our current culture, we want high quality stuff and to be deliver to our door. For some people, price does not affect their buying behaviors, but how good or fashionable does, like your last interview said.
ReplyDeleteTaylor,
ReplyDeleteAfter reading your post, I think that the three interviews you described gave you a good idea of your segments buyer behavior. Both quality and price are some factors that should be focused on when making a purchase, that is however you are simply looking for what you want and would purchase something without those in mind, like your third interviewee. I think it's great that even though you expected them to answer about buyer behavior in one way, you were able to get a third perspective you hadn't thought of before.
Hey Taylor!
ReplyDeleteThe interview that I found most insightful was the third one. This person provided you with potentially the most important part of your product for your market: the design. I do not know much about running, but I do know that people like to dress or look fashionable/stylish in front of others. If this product is meant to be visible to others while the runner is running, it makes more sense to make it eye-catching and cool looking. Think about it like this: if Runner A with your product runs past Runner B, chances are that Runner B will notice a cool, high tech product on their anklet, as opposed to something that looks chunky and cheap. This will, in a sense, be free advertising for your product.
Just something to keep in mind.
Best,
Matthew Mrnacaj