Figuring Out Buyer Behaviour No.2
1) Ricksberg Tait
Evaluation criteria: Price and Quality
Prefers online purchases rather than in-store purchases. Doesn't depend on anyone to make the purchase.
Post Purchase Evaluation: Said that he would be satisfied with his purchase if he finds others using the product too.
2) Smith Hill
Evaluation criteria: Quality
Prefers online purchases rather than in-store purchases. Depends on his parents' decision to make the purchase or not.
Post Purchase Evaluation: Said that he evaluates a product based on the fact if it has helped him or not.
3) Sarah Williams
Evaluation criteria: Price
Prefers online purchases rather than in-store purchases. She feels that there are many more options and reviews available online rather than in-store.
Post Purchase Evaluation: Evaluates a service based on whether or not it has been beneficial for her or not.
Conclusions: From the findings, we can see that the segment prefers an online service/purchase rather than in-store. The price and quality of the service are the major aspects of evaluating the service/product. Post-purchase, the major aspect they consider is whether or not the service has really benefitted them or not,
Hello Toshi,
ReplyDeleteI like how you separated each of your interviews, and underneath each one, clearly identified the alternative evaluation, purchase process, and post-purchase evaluation of each interviewee. You also clearly and concisely summarized the general findings from the interview. In my own post, I found that price was the most important factor for consumers (and secondarily quality, just like yourself). I think that across many markets, price is a very significant contributor to the decision process. I would like to see how these factors can shape your product or service offering in the long run.
Hi Toshi,
ReplyDeleteI think you formatted your interview responses in a very good way to make things clear and to get the most important information from it quickly. The findings you came up with seem accurate and helpful. Knowing that your target segment tends to prefer online shopping and that they evaluate based on the benefits of the product will help you in how you sell your product and what you do to make the product useful.
hi toshi I really enjoyed reading this article. I had an interview that is similar to one of yours. there has been a huge shift in buying behavior in our lifetime that has changed from shopping in person to shopping online. this creates so much opportunity for both the buyer and the seller. we can now get products from all around the globe not just what is near us geographically.
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