15A-Figuring Out Buyer Behavior No.2

Interview 1: He said that price is very important for him, especially because he is in college and does not earn a lot of income. He liked to balance quality and price to find a good balance. For everyday goods like the combo hole puncher and reinforcer, he said that he would lean towards a cheaper price. He said that style would not be important for this product because it will likely be kept out of view from other people in his house. He said that he makes more of his purchases online because of the ease that Amazon and other companies provide. He also does not have reliable transportation so online purchases are easier. He prefers to use credit cards to make his purchases because he does not like to carry around cash. Also, apple pay makes it so he does not have to have a wallet on him at all times. He usually determines if he made a good purchase by how the product compares to his expectation of it. If the product does what he wanted it to or exceeds that, then he is happy.

Interview 2: He responded by saying that quality is more important to him then price. He would rather buy something that will last awhile and perform well, then spend a little less money and not be happy. He said that style is only an important factor depending on what he is buying. In this case, he said that style would not mean too much to him when referring to my 3-hole punch hole reinforcer combination product. He said that he prefers to buy and shop in person for the majority of stuff he buys. He likes the feeling of seeing and being able to touch what he is going to buy. Also, he does not like having to wait for products to ship and does not mind driving to a store. He determines if his purchase was a right purchase if he uses that product multiple times. He likes to determine if something was useful if he ‘gets his money out of it.’

Interview 3: She said that she focuses most on style and quality when looking to purchase something. She likes to stand out among her peers and emphasizes style and when she is shopping. Also, quality is important to her because she wants whatever she is shopping for to last. She said she likes buying products online. She said that she likes to shop at many different stores for many different products at the same time. She is not able to do this in person and enjoys surfing the web to discover new products. She said she is more likely to use a credit card to make a purchase because it is easier to carry around then cash and it can be used to make online purchases. She likes to ask other people about their opinion of what she bought to see if she made a good purchase. That is the main way she assesses her purchases, but she also looks to see how long the product lasts for.

Conclusion:

I would think that this is a great segment for my product. They seem to care more about how effect and useful the product is then the style of it. Also, this product can be sold online or in person which is good because there is a mix of responses from my interviews. Lastly, this product is able to be distributed to the needs and wants of my target segment based on the interviews I conducted.