15a: Figuring out Buyer Behavior No.2
1st Interview: Ryan Mills
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Ryan stated that price absolutely matters the
most when picking out items, the price of substitutes matters greatly. Quality
does matter, but the quality of the item determines the price; the price is still
the most important. Style matters the least to Ryan
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Ryan is most likely to buy via Amazon Prime. Through
Amazon Prime Ryan pays with credit and debit cards. He’s the main component of
the purchase decision.
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What matters most to Ryan is how much he will
use this purchase, and how efficient it is. Ryan determines if the purchase is
a good idea by how much he uses the item. If the purchase sits on the shelf it’s
a bad idea.
2nd Interview: Oliver Hoffman
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Oliver stated that quality is the most important
negotiable when purchasing a good because a good with good quality will last
the longest. The price also maters, but the quality determines the price.
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Oliver purchase most of his items at the local
Publix or Walmart. Pays with debit card.
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The ‘rightness’ of the item again is how much
the item is used and how efficient it is during the process. The purchase was a
good idea to Oliver if he gets the most out of the product; antithetically, the
purchase was a negative idea when it breaks or has an inefficient use.
3rd Interview: Colt Ridgeway
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Colt stated that price is the most important negotiable
component when picking out an item because we’re college students and we are
broke. Quality is also very important as well.
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Colt is most likely to have the item shipped to
him from his parents he said, and they probably paid for it via debit card. In
this purchase decision, Colt is involved but also his parents are.
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The ‘rightness’ of the purchase of the item
depends on how cheap the good is and how efficiently it works for the price.
This purchase was a good idea if it’s cheap and works well; this purchase was a
bad idea if it breaks easily.
Conclusion: as college students finding the balance between
price and quality is on the forefront of every kid’s mind. The Alternative
evaluation is strictly on substitutes prices, the purchase decision is balancing
price vs quality, and the post-purchase decision is based on the efficiency of
the item itself.
Hey Evan!
ReplyDeleteGreat job on this week’s blog post! We both had similarities with our interviews. Most of the people I interviewed were worried about the cost of the product, as your interviewees were as well. Another commonality we shared was the quality aspect of our products. Most people want low prices with higher quality items. Overall, I think you did a great job on this week’s blog post!