15A – Figuring Out Buyer Behavior No. 2

                           Evaluating How Your Customers Evaluate Stuff

The first interview I conducted was a person that works in retail, and he said that when he is interested in a product he would usually go online to look for it. I told him about my product and he said that it is something that is easy to advertise because it geared towards students and staff on campus. He told me that usually you don't hear much about the libraries and the custodians so it is a good way to bring awareness for the problem.

1. He told me price does matter, especially if it's something that is not tailored to his wants. 

2. The quality has to be good if it's too expensive. 

3. If it is for a good cause the consideration waivers. 

He told me that he most likely going to buy online if it's something expensive because buying a product in the store is more expensive than online. If the product seems like bad quality online he takes his chances going into the store. What makes the purchase a good idea if it is good quality and it works how it's supposed to. 

This customer is more likely to buy his products online because they are usually cheaper. I asked him was the quality always better than buying it from the store, and he told me it depended. He told me it's better for him to buy clothes and shoes in the store because you can try them on. On the other hand products such as phone cases are cheaper online and he knows that it should fit appropriately. 

                                  

The second interview that I did was with a student. She told me that being on a budget is hard for her because she likes to shop online and in stores. She less concerned with quality with the materialist things she buys like clothes, but if it's electronics she wants it to have quality to last longer. She told me if she had to choose between buying online or in store she would choose in store. She told me she has had bad experiences shopping online because the product was not correct. 

1. Price does matter if it costs a lot of money, but if it's a cheap product then it does not matter. 

2. The quality matters if it's electronic, not so much clothing. 

3. She would give donations to good causes for the school because it benefits everyone. 

This customers surprised me because she didn't really care about the quality as much as the materialistic things go. It made me think about how to make my product more appealing for consumers. I have to make them care about the product and make the consumer feel like it's benefiting them. 

The third interview that I did was another student and he really cared about saving money. He told me when he buys things it's something that he has to have or need. I asked him did the quality have to be good. When he buys something expensive the product has to last him a long time, and it has to be necessary. He told me that consumers are always going to go for the cheaper products if they are not willing to pay for it. 

1. the price matters more in the quality if it's something they don't necessarily need. 

2. the quality matters if it's expensive, and their is no competition for the product. 

3. He would give small donations to a cause on school. 

This customer really cares about the product price value. He told me that he could really like a product, but if it's too expensive, more the likely, he is not going to buy the product. He also focuses on elasticity. So if the product is not going to last long he is not going to invest. So what I need to do with my product is make it seem necessary. 

Conclusions: 

The customers have similar thought processes when it come to buying a product. On the other hand it all varies on if they are willing to purchase. It seems that online items usually cost less because they make it up by adding shipping fees and tax. So they make the customers feel like they're getting a deal. The customers also told me that sometimes the quality is not always good because you're not observing the product in person. Although, this theory may be true, they still purchase online. So it lets me know that prices sometimes beat out the variable of quality. They will take less quality if it's significantly cheaper. If the product does not have cheaper options then the quality needs increase.