Assignment 15 - Figuring Out Buyer Behavior No. 2
Interview Summary
After conducting interviews with three individuals from my segment, I was able to better understand how they choose between various products within the same category. The most important factor that was listed when choosing a product was price. More than one factor is important to consumers in my segment when choosing a product, and quality and style where ranked just below price. Two thirds of my interviewees said they are more likely to buy in store as opposed to online, and all three said they were more likely to finance a purchase rather than pay cash. I found this particularly interesting because I would have thought cash would be the primary means through which one purchases a product. When deciding whether a purchase was a good idea, my interviewees listed how frequently they used the product, the joy it brought them, and the quality of the product as factors they considered. When deciding whether a purchase was a bad idea, my interviewees listed a low rate of use as the number one factor they considered.
Conclusions
Based on what I know about this segment and what I learned from my interviews, I would describe the segment’s alternative evaluation as logical. People typically view price first when comparing alternative products. Consumers make purchases based on their financial position. Their purchase decisions can be described as current. By this, I mean it is typical of the time we are in. People are buying online and doing so using credit. Additionally, I would describe the segment’s post-purchase evaluation as sensible. The “rightness” of a purchase for the segment is determined by the amount of use and the quality of a product or service. These criteria make the most sense when evaluating a product after purchase.
Interview Summary
After conducting interviews with three individuals from my segment, I was able to better understand how they choose between various products within the same category. The most important factor that was listed when choosing a product was price. More than one factor is important to consumers in my segment when choosing a product, and quality and style where ranked just below price. Two thirds of my interviewees said they are more likely to buy in store as opposed to online, and all three said they were more likely to finance a purchase rather than pay cash. I found this particularly interesting because I would have thought cash would be the primary means through which one purchases a product. When deciding whether a purchase was a good idea, my interviewees listed how frequently they used the product, the joy it brought them, and the quality of the product as factors they considered. When deciding whether a purchase was a bad idea, my interviewees listed a low rate of use as the number one factor they considered.
Conclusions
Based on what I know about this segment and what I learned from my interviews, I would describe the segment’s alternative evaluation as logical. People typically view price first when comparing alternative products. Consumers make purchases based on their financial position. Their purchase decisions can be described as current. By this, I mean it is typical of the time we are in. People are buying online and doing so using credit. Additionally, I would describe the segment’s post-purchase evaluation as sensible. The “rightness” of a purchase for the segment is determined by the amount of use and the quality of a product or service. These criteria make the most sense when evaluating a product after purchase.
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