15A Figuring Out Buyer Behavior 2

In these interviews, I was able to interview five students about their buyer behavior process. All of these students fit into my segment (current freshmen who are experienced independence for the first time). From these interviews I was able to gain some insight on the segment’s alternative evaluation, how they buy, and post-purchase evaluation when trying to solve their need (needing a way to maintain a healthy balanced lifestyle). 

Alternative Evaluation:

I learned a lot from each interview about this segment’s alternative evaluation.

·       From my first interview, the interviewee stated that the resources they sought to help with the need were academic resources, mental health support, and athletic facilities. My second interviewee stated the importance of calendars and apps to track spending, sleep, and studying.

·       In regard to price, all of the interviewees stated that price is an important factor. All said that they do not wish to spend a lot or are on strict budgets. So, products that are cheap or free are the most preferred for this segment.

·       All also said that quality of the product/resource is very important. They all want the best results from the product and want to get their money’s worth. My fourth interviewee also said that quality is what they use to determine if the product or resource has value.

·       In terms of style, I received mixed results from the interviewees. The first interviewee stated that style is how they determine what resource they are most comfortable using and if they are not comfortable they move on. My second interviewee stated that the more appealing the product or resource is, the more likely they will use it. The other three interviewees said that style is not important in their decisions. Other factors that the interviewees mentioned were convenience, accessibility, and easy to use.

How/where do they buy?

These interviews also gave me insight in how and where this segment buys their products.

·       All the interviewees stated the importance of having resources on campus.

·       3 of the interviewees said that other alternative resources they seek in both in a store and online. The other two emphasized buying products in a store rather than online.

·       One interviewee preferred to just to make purchases online. The others would rather use cash or other methods of payment.

·       Three of the interviewees stated they are the only ones that are involved in making decisions. The other two stated that there were other influences (peer pressure, family influence, etc.).

Post-Purchase Evaluation:

Finally, I was able to gather some information on this segments’ post-purchase evaluation.

·          When determining the “rightness” and whether the product/ resource was a good idea, the interviewees gave me their opinions on what result they are looking for. The first two of my interviewees stressed the importance of the effectiveness of the product or resource. They measured effectiveness by if they are feeling better and how quickly results are showing.

·          My third interviewee said that if the product compares well to other products then they consider it a good idea. My last two interviewees stated that if they benefit then they consider the product a good idea.

·          To determine if the idea was a bad idea, all of the interviewees stated that if the resource makes them feel worse or gives them discomfort then the resource was a bad idea.

·          All stated the importance of technology being an added benefit to the product in making it “good”.

Based on all of this information from my interviewees, I am now able to get a better picture of my segment’s buyer behavior. I now have insight on this segment’s alternative evaluation process, how and where they seek resources, and their post purchase evaluation process. I would describe this segment as one that prefers products that are inexpensive, of high quality, and convenient. It seems like this segment slightly refers store bought products. The biggest factor in determining their post product production is whether they feel better off or worse off after using the product or resource.