Assignment 15A: Figuring Out Buyer Behavior No. 2


   Since I am back up in Gainesville, I was not able to get as good of people to interview as last time. If you did not read my last post of buying behavior, I was back home and asked people as I was out kayaking which gave me a pretty good idea of their buying behavior. Since I am back in Gainesville, I resorted to talking to a few people that were renting kayaks/canoes at rec sports. All 3 of them had their own kayaks wherever they lived previously but they didn't want to bring them to college for obvious reasons.

Begin with alternative evaluation
  After talking to all 3 of these people, I found out that they mostly care about the price and quality of the kayaks and their parts. Since these are college students, I was not surprised at the fact that the price was a large factor they considered when buying a product for their kayaks. One of them did however say that the quality was a large factor for him because he said that you're already going to be spending a decently large amount of money and it wouldn't make sense not to spend a little extra and get a better quality product.

 How/where do they buy?
   Surprisingly, all of the people I interviewed said that they ordered their kayaks online. I personally ordered mine to get shipped to the store because they didn't have the one I wanted but 2 out of the 3 said that they had it shipped to their door. I'd typically think in store would be the way to go but after conducting these interviews, it might be more profitable to ship to customer's homes.

 Post-purchase evaluation
   From what I took away from the interviews, was that people will test it out on the water and see how effective it is and grade it. If the speakers are good, if it tracks well in the water, if the live well keeps the fish alive and things of that nature. It really depends on how much they needed the product to begin with though.

Draw Conclusions 
   Overall, I don't think that the interviews I conducted really represented the specific segment I would be targeting but they did provide me with some insight as to where they would buy. As a society I think were moving towards online buying and I never really thought there was an online market for kayaks but I guess I was wrong.

Comments

  1. brownnolanMarch 10, 2019 at 10:45 AM

    Daniel,

    After reading your post, I along with your interviewees believe that this would be a successful business here in Gainesville. Having another activity to do in the Gainesville area would allow for a stronger community. This will give people something to do when they dont know what to do. Well done.

    ReplyDelete
  2. James SheaMarch 11, 2019 at 2:15 PM

    Hi Daniel, thank you for your post. I think that while you were not able to interview your target segment, it is important to get the opinions of people from outside segments. Like you said, after talking to the people from this outside segment you learned that there is a market for online buying, which could be important to your business.

    ReplyDelete

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