Figuring Out Buyer Behavior #2

Figuring Out Buyer Behavior #2

Interviews

·        Hunter

·        Grant

·        Olivia

Alternative Solution

               I started my interviews with Hunter. He said that when he is looking for a solution, the thing that has the best quality and best price are the deciding factors. He said that he would pay more if it was going to mean higher quality. Style did not matter to Hunter if it solved his problem and wasn’t too complex. Hunter did have more than one factor that influenced his decision. Quality and price are the combined factors that influence his decision.

Grant was different from Hunter because he valued quality. He said he would not mind paying a premium if it meant the best quality. Style is a smaller influence on him because he is already planning on spending more money so he trusts that the style will be a good one.

Olivia’s responses were like Hunter’s. She looks for the solution that offers the best quality at the best price. She said that she does consider style in her decision because she doesn’t want to get something that is awkward or unordinary.

How and where they buy

               Olivia said that she likes to do her shopping at the store first. She explained that it makes the decision easier because she can physically see what she is getting. She said she will shop online if she can’t find what she is looking for in a local store. Olivia also said that she likes to use cash to pay because long term finances are difficult for her to keep up with. She said that she makes her purchase decision by herself based on how money she has allocated.

Hunter said that shopping online is his method because of the variety he can find. He said that it is easier for him to search for something online than to look for it in the store. Hunter said that he usually tries to pay cash but if it is something very expensive, he will finance if he doesn’t pay too much interest.

Grant said that he looks online because it is easier for him to see reviews on the things he buys. He said that reading the reviews helps him to determine the level of quality he is seeking. He said that it is easier to see more similar options online than to have to look around in a store and judge something on his initial opinion.

Post-purchase evaluation

               Olivia’s evaluation of what she bought comes down to how well the quality held up. She said that if something broke or caused problems after the purchase she would not buy it again. Grant said that the quality had to be a long lasting one too. If it started to deteriorate within a month of the purchase or lose value than he would be upset with the amount of money he spent. Hunter said that if he financed something and it started to deteriorate before he finished paying it off than it was a bad decision. He said if it lasted longer than the financing period and the typical warranty period, than it was a good decision.

Interview Summary

               Everyone was affected by more than one factor when deciding. They differed by the extent to which each factor mattered. A combination of best quality and price were the most favorable option. I agree with the choice because it is the same way I make most of my decisions. I think Hunter is right about the solution needing to last for a certain period under a guarantee. This will make a stronger focus on quality, but it will be worth it if it keeps people from regretting their purchase.

Conclusion

               Based on this segment, I would design my product to be one that is a fair price and the best quality I can get for that price. I would like to avoid making people finance anything so it would have to be a lower price than what a premium would charge. I would try to do more research on exactly what price range would be acceptable for my target market. I would also make my service online so that it will be easily accessible and much easier to see the other alternatives that I may be offering.