15A – Figuring Out Buyer Behavior No. 2
Segment: Demographics; Age (younger generations)
Product: BlueTooth device that allows three or more devices to be connected.
Interview one; female, age 20: The consumer is a full-time student who works part-time at a local restaurant. Price does matter, along with quality. Quality is sometimes bought with higher prices. So, she expresses that quality and branding must be excellent and relevant for her to spend money on an expensive item. Style does matter when it comes to a product, she would like it to fit comfortably in her ears while still being stylish. There is more than one factor that plays into these customer segments; looks and relevance. She expresses she would be more likely to purchase online while using a card. No B2B purchase. What matters most to this consumer after purchase is if it is of good quality. She determines if it was a good product based on how much she uses it. If it was a bad purchase, it would have low quality, breaking easily, or never uses it.
Interview two; male, age 19: Price does matter; he is a college student with no job. Quality does matter depending on how much he spends. Style does matter because he wants to ‘look cool.” There is more than one factor that plays into these customer segments; looks and relevance. He would be more likely to purchase online while using a card. No B2B purchase. Think after the purchase what matters most is quality and the amount he uses it. A good purchase would mean he uses it a lot. A lousy purchase will be if he does not use the item.
Interview three; male, age 20: Price does matter as he is a full-time college student and only works a park time job. Must pay for an apartment, etc. So, price does matter to this student. Quality does matter, he does want to spend money on something that is terrible quality. Style does not matter, as long as the earbuds fit in his ear correctly. There is more than one factor that plays into these customer segments; quality and function ability. More likely to buy in-store to see the product. More likely to but with a card. This would be a B2B purchase, possibly involving Best Buy. What matters most to his is the quality and amount of times he uses the product. He knows this product was a good purchase when he gets quality for his money and uses it a lot. A lousy purchase would be if he did not use the product, or it didn’t even fit right in his ears.
Conclusions: This segment is based on the quality, price, looks, and relevance of the product in their social world (meaning is the product cool or not). I found that the younger generation might struggle to purchase this item if it was expensive but would still spend the money if it was relevant and everyone was wearing them. A good purchase would be if they used this product a lot, and a lousy purchase would be if they never used the product.
Product: BlueTooth device that allows three or more devices to be connected.
Interview one; female, age 20: The consumer is a full-time student who works part-time at a local restaurant. Price does matter, along with quality. Quality is sometimes bought with higher prices. So, she expresses that quality and branding must be excellent and relevant for her to spend money on an expensive item. Style does matter when it comes to a product, she would like it to fit comfortably in her ears while still being stylish. There is more than one factor that plays into these customer segments; looks and relevance. She expresses she would be more likely to purchase online while using a card. No B2B purchase. What matters most to this consumer after purchase is if it is of good quality. She determines if it was a good product based on how much she uses it. If it was a bad purchase, it would have low quality, breaking easily, or never uses it.
Interview two; male, age 19: Price does matter; he is a college student with no job. Quality does matter depending on how much he spends. Style does matter because he wants to ‘look cool.” There is more than one factor that plays into these customer segments; looks and relevance. He would be more likely to purchase online while using a card. No B2B purchase. Think after the purchase what matters most is quality and the amount he uses it. A good purchase would mean he uses it a lot. A lousy purchase will be if he does not use the item.
Interview three; male, age 20: Price does matter as he is a full-time college student and only works a park time job. Must pay for an apartment, etc. So, price does matter to this student. Quality does matter, he does want to spend money on something that is terrible quality. Style does not matter, as long as the earbuds fit in his ear correctly. There is more than one factor that plays into these customer segments; quality and function ability. More likely to buy in-store to see the product. More likely to but with a card. This would be a B2B purchase, possibly involving Best Buy. What matters most to his is the quality and amount of times he uses the product. He knows this product was a good purchase when he gets quality for his money and uses it a lot. A lousy purchase would be if he did not use the product, or it didn’t even fit right in his ears.
Conclusions: This segment is based on the quality, price, looks, and relevance of the product in their social world (meaning is the product cool or not). I found that the younger generation might struggle to purchase this item if it was expensive but would still spend the money if it was relevant and everyone was wearing them. A good purchase would be if they used this product a lot, and a lousy purchase would be if they never used the product.
Savannah, I really like your product, I think it would be really useful, I would seriously consider buying your product. I like how you evaluated your interviews and organized them in a way that would benefit you and your business. By doing that, you make it easier to get answers that you need to make your product successful in business.
ReplyDeleteHey Savannah, I agree that the price makes all the difference especially with a younger demographic. Amazon has quit a few companies from China going after this market and to be honest I don't know how there able to make them so cheap. For under $20 your able to get a similar product. The4y seemingly get cheaper all the time. The reviews are actually pretty descent as well being 4 stars or more some ion the 1,000 and up concerning the review count.
ReplyDeleteHey Savannah!
ReplyDeleteI think you got some really great information out of the interviews you did. I liked reading about the differences in what each person values in the type of product you are delivering. You did a great job finding a segment of people who can give you valuable information on their purchase decisions. I especially liked how you and one of your interviewees pointed out value pertaining to how often they use the product, as I feel like that is something that is usually overlooked.
Awesome post!
Hello Sav,
ReplyDeleteI think the way that your blog website is setup is very cute and fun to follow along with nice job on making your page. I also think you did a great job of conducting your interviews and adding the videos of what they said in some youtube videos. I think you asked some great question that allowed you to get some of the answers you need as far who at need for a product like this so I think this was an effective method. I think the way you neatly setup this discussion post also made it very easy for me to follow along with so for that thank you and overall great job!
Savannah,
ReplyDeleteI really enjoyed reading your post! There is a lot similarity between our posts in regards to what our target markets identified as being qualitative metrics. Usage and quality were both very important in my study as well, and I think it is very interesting how people assign value to one more so than the other. Brand image was also something I found was an interesting characteristic to the consumer. I believe most people strive for some level of balance between these three things, at least I certainly do. Thank you for sharing, and I think your findings will prove useful for future assignments.
Hello, overall excellent post! I fell as though your interviews really do aid in explaining your product and demographic segment. I found it interesting as to how price and quality genuinely make a difference when purchasing something. Also, the use of the product also makes a difference when determining if it is was a good purchase or not. Overall, great job!
ReplyDelete