15A – Figuring Out Buyer Behavior No. 2
My Segment: "People who are interested in purchasing coffee"
For this assignment, I interviewed three people who I did not interview last time to begin to understand my potential client's "buyer behavior process" in a deeper way.
What I found in my interviews is that when people find a list of alternatives to solve a need they have, they base their eventual decision on one or two things. One of the students I interviewed said that he narrows down his options by price. The other students I interviewed said they narrow down their options based on the perceived quality of that item and things like other customers' reviews. Using these measuring sticks, they compare their options to each other and select the best choice for their needs. Thus, I found that there is more than simply one factor to my customer segment when they choose where to buy coffee, among other things, from.
Because the main portion of my target audience is college students, I expected that my potential customers would like to have online/simple transactions. This turned out to be true as all of my interviewees stated that they prefer making purchases online over in a store. With coffee, this desire to order online relates to the convenience aspect which is behind my company. People want to get simple transactions done in a timely fashion, end of story.
Another thing I found interesting was that all of the people I interviewed said they spend time thinking back through the purchase/ buying decision process after they buy a product. Personally, I do my research beforehand and almost always know that I will get the right product for my needs every time. One first-year student I interviewed said, "I know that me buying a product was a good idea if it lives up to what I had imagined." With coffee, one student said that is he stays awake after drinking that coffee, he knows that it was a good idea to buy it. Thus, if you fall asleep after paying for a cup of coffee, you know that purchase was a bad idea. This is the post-purchase evaluation that I am seeing in this segment of my market through the interviews I did.
Reflection:
After talking to this segment of my target customer base, I learned that quality, reviews, and price of an option are very important in the alternative evaluation process. I found that most would rather make online/simple purchases which might force me to use an electronic payment platform on my coffee bike. For the post-purchase evaluation portion of this process, my belief was reinforced that my coffee needs to be effective in keeping my customers awake so they will view their purchasing of my product in a positive light.
For this assignment, I interviewed three people who I did not interview last time to begin to understand my potential client's "buyer behavior process" in a deeper way.
What I found in my interviews is that when people find a list of alternatives to solve a need they have, they base their eventual decision on one or two things. One of the students I interviewed said that he narrows down his options by price. The other students I interviewed said they narrow down their options based on the perceived quality of that item and things like other customers' reviews. Using these measuring sticks, they compare their options to each other and select the best choice for their needs. Thus, I found that there is more than simply one factor to my customer segment when they choose where to buy coffee, among other things, from.
Because the main portion of my target audience is college students, I expected that my potential customers would like to have online/simple transactions. This turned out to be true as all of my interviewees stated that they prefer making purchases online over in a store. With coffee, this desire to order online relates to the convenience aspect which is behind my company. People want to get simple transactions done in a timely fashion, end of story.
Another thing I found interesting was that all of the people I interviewed said they spend time thinking back through the purchase/ buying decision process after they buy a product. Personally, I do my research beforehand and almost always know that I will get the right product for my needs every time. One first-year student I interviewed said, "I know that me buying a product was a good idea if it lives up to what I had imagined." With coffee, one student said that is he stays awake after drinking that coffee, he knows that it was a good idea to buy it. Thus, if you fall asleep after paying for a cup of coffee, you know that purchase was a bad idea. This is the post-purchase evaluation that I am seeing in this segment of my market through the interviews I did.
Reflection:
After talking to this segment of my target customer base, I learned that quality, reviews, and price of an option are very important in the alternative evaluation process. I found that most would rather make online/simple purchases which might force me to use an electronic payment platform on my coffee bike. For the post-purchase evaluation portion of this process, my belief was reinforced that my coffee needs to be effective in keeping my customers awake so they will view their purchasing of my product in a positive light.
Hi Cason! Great Post! I liked how in your reflection you mentioned how one thing you found your potential clients would really enjoy is having an online option which would mean adding an electronic payment platform to your coffee bike. I think online is such a huge trend now and this way an amazing thing you learned because it could potentially benefit your product to a new level! Great Job!
ReplyDeleteHello Cason!
ReplyDeleteIt’s been very interesting and intriguing to see the development of your entrepreneurial idea in the class thus far! Keep up the great work.
Moreover, I found it interesting that reviews was an important aspect of your alternative evaluation process. I am also selling coffee as my entrepreneurial idea, and this hasn’t been a factor that I have identified or my interviewees had identified. Perhaps I will frame my next set of interview questions to contain a question regarding the impact of reviews!
Caitlyn Torres