- Interviews- My segment for this interview section fell into the sort of “suburban-type family with kids and the white picket fence” vibe.
- Alternate Evaluation- I kind of started out more general with the questioning here so as to just include all service/item purchases to see how they would weed things out. As far as services go, most people said that they would me more willing to subscribe to a service if it was highly recommended or if it was specialized to a need that was very particular to them. One example I got here was a busy mom using a grocery delivery service.
- How/Where do they buy? For this one, it kind of ranged all over the place, although I will say that online shopping was probably the most common. I did get a lot of local stores/markets too. As far as the how goes, one of the interviewees actually answered this question with “Basically I buy whatever’s worked in the past for me because it usually keeps on working.”
- Post-purchase evaluation- When my interviewees think back on their purchase, it’s usually considered a good purchase if whatever they bought gets a lot of use or more importantly, if it went over well with their family/pets. (That last particular point was about a tennis ball canon that was a hit both with dogs and children alike apparently.)
- Summary of interviews and conclusions- Apart from what I’ve already said, I think the trademarking thing of this segment was kind of a lot about usage and avoiding flashy products just because they’re “cool.” These people in the segment are practical as far as their purchases go generally, and after some pointed questions, I realized that they might spend a little bit more money on a product that they really needed or just for extra convenience. Most of them don’t have the post-purchase buyer’s remorse because they tend to think through their purchase a bit more beforehand. And as far as services go, some people in this segment definitely have the “time is money/time is precious” mindset, so any service that aligns well with that way of thinking would probably be appealing.
Friday, June 22, 2018
Figuring Out Buyer Behavior No. 2
Subscribe to:
Post Comments (Atom)
Chloe, this was a well-organized blog post separated into different sections. I appreciated how easy it was to read. I thought it was interesting how the summary of your interviews were the fact that they want usage and not flashy. It seems that people these days are becoming more practical and not as much about the image.
ReplyDeleteGreat job Chelsea, I think you did an excellent job with this assignment. While it was unfortunate that all the people you interviewed were very cautious with their money, I do believe it is important to get exposed to that side of consumers. Who knows, maybe down the road you’ll develop a way to market to cautious buyers and learn how to sell to people who aren’t flashy spenders.
ReplyDelete