Figuring Out Buyer Behavior No. 2
My segment remains the same as it was last time. Middle aged men or women with families who drive 30 minutes or more to work. As a reminder, my service is an express lane in which people can take in order to avoid traffic or get to other places in a timely manner. For this segment, I interviewed my father and two of his coworkers who drive to NASA every day and live at least 30 minutes from their jobs.
After interviewing them all, I was able to find out quite a bit about their preferences, and it turns out that they aren't all the exact same. It is difficult to cater to all three simultaneously even though they are all part of my segment, but where there is a will, there's a way!
To sum up the interviews, it turns out that they all appreciate the convenience of online shopping instead of having to go out of their way to get something they want. In this case, it would mean that the express lane would need to be extremely convenient for them to use and not out of the way at all, in order for it to be the most enticing to them. Price and quality were also hands down the leading factors that effect their purchase decision. In general, two of the three said they like to pay in full with cash, and another said they like to finance. This information would only be useful in a scenario where there is a loyalty program in which a high price is an option in order to use the express lanes for a certain time period without paying for each individual toll, where financing would be feasible.
When asking about what makes them think a purchase is a good or bad idea they stated, that if you could afford it, and it enhanced your quality of life in some way than it was worth it. Two of the people interviewed stated that it would be worth it for them to take an express lane if it were available. Seeing as they are occasionally stuck in traffic, and they drive so much and have the money for it. The last of the three stated that it wasn't worth it for him to pay for an express lane when he hasn't been using it all this time and gets around just fine without it.
Conclusion:
It is clear to see that alternative evaluation will be a major factor when it comes to using a speed way or not. There are times when the express lane would be beneficial, but is it beneficial enough for them to take over other side streets they know of to avoid traffic, or is it worth the money they would pay to use it instead of wasting time in traffic? Every answer is different. Everyone has their own mindset. Some are open to the idea and some will say they are fine without it, even if it is a useful tool and aided in their everyday lifestyle. Looking back on the purchase, I feel that most users would not regret it.
Lets try not to leave the consumers with any remorse!
After interviewing them all, I was able to find out quite a bit about their preferences, and it turns out that they aren't all the exact same. It is difficult to cater to all three simultaneously even though they are all part of my segment, but where there is a will, there's a way!
To sum up the interviews, it turns out that they all appreciate the convenience of online shopping instead of having to go out of their way to get something they want. In this case, it would mean that the express lane would need to be extremely convenient for them to use and not out of the way at all, in order for it to be the most enticing to them. Price and quality were also hands down the leading factors that effect their purchase decision. In general, two of the three said they like to pay in full with cash, and another said they like to finance. This information would only be useful in a scenario where there is a loyalty program in which a high price is an option in order to use the express lanes for a certain time period without paying for each individual toll, where financing would be feasible.
When asking about what makes them think a purchase is a good or bad idea they stated, that if you could afford it, and it enhanced your quality of life in some way than it was worth it. Two of the people interviewed stated that it would be worth it for them to take an express lane if it were available. Seeing as they are occasionally stuck in traffic, and they drive so much and have the money for it. The last of the three stated that it wasn't worth it for him to pay for an express lane when he hasn't been using it all this time and gets around just fine without it.
Conclusion:
It is clear to see that alternative evaluation will be a major factor when it comes to using a speed way or not. There are times when the express lane would be beneficial, but is it beneficial enough for them to take over other side streets they know of to avoid traffic, or is it worth the money they would pay to use it instead of wasting time in traffic? Every answer is different. Everyone has their own mindset. Some are open to the idea and some will say they are fine without it, even if it is a useful tool and aided in their everyday lifestyle. Looking back on the purchase, I feel that most users would not regret it.
Lets try not to leave the consumers with any remorse!
Hey Stephan! I like how even though we have to study specific segments, not everything you concluded was the same. I think its way too general to claim something as the truth for a segment especially when some of the considerations were preference based. In your specific segment, middle aged women or men who drive 30 minutes or more to work; it does make sense that they prefer online shopping because of the convenience. I enjoyed reading your conclusions.
ReplyDelete