15A – Figuring Out Buyer Behavior No. 2
Evaluating How Your Customers Evaluate Stuff
Being that I live in Washington D.C. the chosen segments for my interview were people who worked in the political sphere with busy schedules.
During the interview process and because they were on the younger side, their methods of finding information and choosing alternatives/shopping were almost identical. Two of them discussed that they couldn't choose a product or service without going through a robust search of testimonies, prices, and alternatives online. We are in the digital era, and making a choice through the endless amounts of sites could make things easier but also more confusing because of the mass amount of information and different opinions available at the same time.
My interviewees' most important qualities when depicting product choice were quality and then price, in that order. All of them preferred to pay their products with a credit card and worry about their debt later. The post-purchase part of the interview showed that the interviewees usually determine whether they made the right purchase decision or not based on their money spent. For example, if they spend $200 for a gym membership, could that money go to something else more important 2 months from now? Based on what I know about this segment and what I learned in my interviews, I will say that creating a mobile fitness service for people who need it the most will be a bit more difficult to sell because of the complex process they go through when searching for new services.
Being that I live in Washington D.C. the chosen segments for my interview were people who worked in the political sphere with busy schedules.
During the interview process and because they were on the younger side, their methods of finding information and choosing alternatives/shopping were almost identical. Two of them discussed that they couldn't choose a product or service without going through a robust search of testimonies, prices, and alternatives online. We are in the digital era, and making a choice through the endless amounts of sites could make things easier but also more confusing because of the mass amount of information and different opinions available at the same time.
My interviewees' most important qualities when depicting product choice were quality and then price, in that order. All of them preferred to pay their products with a credit card and worry about their debt later. The post-purchase part of the interview showed that the interviewees usually determine whether they made the right purchase decision or not based on their money spent. For example, if they spend $200 for a gym membership, could that money go to something else more important 2 months from now? Based on what I know about this segment and what I learned in my interviews, I will say that creating a mobile fitness service for people who need it the most will be a bit more difficult to sell because of the complex process they go through when searching for new services.
Hey Joaq,
ReplyDeleteI think you proved your attention to detail in your blog spot. You clearly described the concepts that your interviewees took into account when evaluating purchases. You’re conclusion that the creation of a mobile fitness service would be beneficial seems backed up by your interviews. Good work.
Hey Joaquin, I liked how you chose a specific market segment that best suits your location. Of course, there is shared importance on the price of products and services, but it is interesting to see that quality was the most crucial driver of purchasing for your market segment. The convenience needed during the busy schedules of everyone in the city must be the reason that the price isn't the leading quality to determine the purchase decision.
ReplyDeleteHey Joaquin,
ReplyDeleteI enjoyed reading about your segment and product since it is one that only fits for the Washington DC area. I think it is important you think about the pricing of your business compared to competitors. A mobile app was the better choice since you end up cutting a lot of costs and having to deal with the established competition in the area. Great post!