15A – Figuring Out Buyer Behavior No. 2
Alternative Evaluation:
Price and quality seemed to matter most when it came to my segment of college students. College students don't have much money so they tend to go for whatever is cheapest. They can't break the bank with a new phone, but are willing to pay a premium for a quality phone. Quality is a big thing when it comes to the three people I interviewed. They all agreed that they wanted a phone of better quality than their current already expensive smartphones.
How/Where:
1 of my interviewees said she always goes in person to the apple store when she buys/repairs her iPhone. Another interviewee said they always order a phone online. And the last one said it depends, sometimes she has bought it online and sometimes in a store. The interviewees said their parents usually pay for the phones on credit card.
Post-Purchase Evaluation:
They all agreed that they know a purchase is a good idea even before they buy their product. They all do enough research and usually know other people who have the phone they are about to buy, so they know it is a product they want. This makes sense because they are spending so much money on phones.
From my interviews I learned that a lot of thinking, research, and factors play into people's choices when deciding where and how to purchase a new or repair a current phone. They were willing to spend a premium on a quality product or to fix an annoying issue their phone has. When it comes to alternatives, I believe I could prevent people from choosing the places they normally buy from buy offering a cheaper price than current options while providing the same quality.
Price and quality seemed to matter most when it came to my segment of college students. College students don't have much money so they tend to go for whatever is cheapest. They can't break the bank with a new phone, but are willing to pay a premium for a quality phone. Quality is a big thing when it comes to the three people I interviewed. They all agreed that they wanted a phone of better quality than their current already expensive smartphones.
How/Where:
1 of my interviewees said she always goes in person to the apple store when she buys/repairs her iPhone. Another interviewee said they always order a phone online. And the last one said it depends, sometimes she has bought it online and sometimes in a store. The interviewees said their parents usually pay for the phones on credit card.
Post-Purchase Evaluation:
They all agreed that they know a purchase is a good idea even before they buy their product. They all do enough research and usually know other people who have the phone they are about to buy, so they know it is a product they want. This makes sense because they are spending so much money on phones.
From my interviews I learned that a lot of thinking, research, and factors play into people's choices when deciding where and how to purchase a new or repair a current phone. They were willing to spend a premium on a quality product or to fix an annoying issue their phone has. When it comes to alternatives, I believe I could prevent people from choosing the places they normally buy from buy offering a cheaper price than current options while providing the same quality.
It was interesting to read about your interviews and how your customers evaluate alternatives. Price and quality definitely play a big role. It is true that there are lots of factors that come in play when people have to decide where and how to make a purchase. The idea of offering a cheaper price is definitely a good way to gain customers' attention, and to make them pick your solution.
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ReplyDeletePrice and quality go hand in hand with an obvious, positive correlation. The better the quality of a product the higher price, inevitably. Students won't turn a blind eye to price simply because quality exceeds expectation because there is an actual lack of funds. In order for there to be a market, consumers must have the willingness and ability to spend on a product; willingness is to quality as ability is to price.
ReplyDeleteYour interviewees seem to use different alternatives to get their service. One thing is that most phones these days are very good and high in quality just not high in durability. If people are willing to spend so much on a fragile phone why won't they spend a little extra so keep it safe, like get a good quality phone case for it so they won't have to replace the screen or spend way more money fixing it.
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