The people I interviewed all fit within the young college-aged student segment.
Interview #1: Ashley
Ashley is a friend from high school. I asked Ashley what she
bases her purchases off of and she answered by stating that price is the most
important factor. She first looks at the price of a product and will compare it
to similar alternatives to determine if it’s the worth the price. Other factors
she considers are reviews and perception. Whether it be online reviews or word
of mouth, if one product is viewed negatively than another, she will consider
the alternative. Ashley also stated that majority of her purchases and shopping
is done online with a debit card. After this, I asked her about if she were to
consider my venue-food delivery app among other food delivery apps. She stated
it would come down to the price of the food on each app and the quality.
Interview #2: Frank
Frank is someone I met in my Advertising class. When I asked
Frank about what he bases his purchases off of, he elaborated about the price
and availability of a product. He looks for something that he’s able to get
easily, whether it be in a physical store or online that he can purchase and be
delivered in a quick amount of time, and something worth the buck. He makes his
purchases with cash in a store and with a debit card online. Unlike Ashley, he doesn’t
rely on online reviews before making a purchase because he thinks these reviews
can be heavily biased and wants to make a decision for himself. He thinks that
a purchase is a bad idea if he doesn’t gain some sort of positive experience
out of it. I asked him about if he were to consider my venue-food delivery app
among other food delivery apps and he said that if the app lived up to its
promise of providing fast delivery and “skip the lines”, he would use the
product and consider the purchase a good idea.
Interview #3: Jadon
Jadon is a childhood friend
of mine who currently lives in Texas. He was visiting family here in Florida,
so I asked to interview him, and he was willing to participate. Jadon’s
response to when I asked him about what he bases his purchases off of was that
he first likes to look at the quality of a product. He looks if the style of
the product is something he likes and if he likes it, he then looks at
affordability. He tries not to look too much at reviews. He prefers to shop in
a physical store and pay with cash instead of online shopping because you don’t
really get sense of what you’re buying until the product is delivered to you. He
says he’s had many bad experiences with online shopping where clothes he buys
end up being nothing like they’re advertised or don’t fit him. Other items he’s
purchased he says would end up being faulty or defective and has to send them back.
When I asked him if he were to consider my venue-food delivery app among
other food delivery apps and alternatives, he said he would consider whichever typically
had the better-quality food and faster delivery service.
Summary: After conducting my interviews with this segment, I
conclude that people are willing to purchase a product if the price is
reasonable, matches the style of the person who wants to purchase it, and if it’s
conveniently available for them. Reviews and the opinions of others seem to
have little to no effect on their decision as they want to make up their own
opinion and perception. This is all important when considering my product of
all public-venue food delivery app as they would consider and use my product if
the food price was reasonable and the delivery service was quick and efficient.
Hello,
ReplyDeleteIn your summary, you mentioned that you learned people in your market segment are more likely to use your product if it matches their style. Creating a brand personality, or image, is crucial to creating its style. While this is something that is very difficult to do, it is certainly possible and will give you a major edge on your competitors. I recommend focusing heavily on the demographics and psychographics of your direct target market. If you can get a strong enough understanding of who they are and what they like, it will be significantly easier to create a brand personality that aligns with their style.
Hello Bernard,
ReplyDeleteI completely agree with your finding that people take price into consideration while purchasing a product and even my segment of people gave price the most priority. On the other hand, the people I have interviewed, relied heavily on reviews and feedback from others before actually purchasing the product and in the post evaluation criteria they always evaluated it based on whether or not the product really helped them or not. I believe that one would use your app based on the delivery costs rather than the food price itself...
Hi Bernard,
ReplyDeleteI thought that you did a great job with your interviews and figuring out helpful information. I think that price was a common theme established in your interviews that is important for consumers. With your food service idea it will be important to keep low prices so people still see a need and want to use your service. In addition, I think that making the delivery service have a quick time is important as you stated in your summary. That will be another make it or break it factor for your app.
Hi Bernard,
ReplyDeleteI found interesting your post and how some of your interviewees based their purchase behavior like Ashley who cares more about price or Frank who focus on availability and even Jadon who cares about the quality of the product. Well done, each interview is very detailed and interesting to read it taught me a lot about consumer behavior. I think I would of like to know their demographic segmentation just to see if there is a pattern or a distribution in their purchasing behavior. Overall, great job !