Figuring Out Buyer Behavior No. 2

My first interview was with a friend I was riding the bus with to campus. After explaining to him the idea of my service, and I asked him what aspects would influence his interest in it. He said that price would be the biggest factor. He said that he would want different price options so that he could see what would be the most cost-efficient for him. In terms of purchasing, he said he would rather do it online so that he doesn't need to go anywhere. In evaluating the service, he said that he would be satisfied with it as long as it met his expectations of getting him to campus on time.

My second interview was with one of my neighbors who drives to campus. She picked her alternatives based on how well this service would fit her personal schedule. Like the person in my first interview, she also said that she would prefer to purchase online. She said the only reason that she would consider her purchase "bad" is if it didn't do what she expected, or if it didn't meet her needs.

The last interview I did was with one of the girls in my art class who works on campus in addition to taking classes. For her, what made her decisions in picking alternatives was accessibility and price. Since she works on campus, sometimes her shifts go later at night so she would need to have this service at night as well, not just during the day. In terms of purchasing, she said she would like to do it online. When I asked about evaluating the service after being used, she said she would consider it a good purchase if it got her where she needed to go on time.

Based on my interviews, I think the most important factors in alternative evaluation are cost and time-efficiency. And because all three of my interviewees said they would rather purchase online, I think that would be the best way to go, especially because my service requires scheduling. Customers could purchase and schedule online at the same time. And in post-purchase evaluation, it seems like the most important aspect is meeting the customers' basic expectation of the service.

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