Figuring Out Buyer Behavior No. 2

Interview 1: This person said that between price, style and quality, style would matter most to them when choosing an alternative. Concerning my service, they said the look and accessibility of the website itself would be so important to them because it influences their desire to actually use the website. They are most likely to shop online with a credit card. This customer says they consider a purchase a good idea as long as they use it frequently and they genuinely enjoy using it. A bad purchase to them would feel like a chore to use and be boring. 

Interview 2: This person said that the most important factors to them were price and quality. They said they look for high quality products at a reasonable or discounted price. A discounted price on an alternative of similar quality would definitely cause them to choose the alternative. They are most likely to shop in a store, with no preference between using card or cash. They said they consider a purchase a good idea if they feel it was worth the price after they have used it for a certain amount of time. They think a bad purchase is any one that's quality does not meet it's price. 

Interview 3: This person considers price the most important factor when deciding between alternatives. A low price is most valuable to them, and factors such as quantity and style of alternatives would not sway them as long as the product they chose was "good enough". They are most likely to shop in person and pay with cash. They said they consider a purchase good if they don't regret spending money on it. If they would have rather spent the money on something else in hindsight, they consider the purchase bad.

I think this segment was useful in finding out about how real consumers factor in to alternative evaluation, purchase decision, and post-purchase evaluation.  I think that overall, price is probably the most important factor to consumers, followed by quantity and style. This is a pretty broad estimation after interviewing only three people, but as a consumer, I think I understand some of the general feelings that influence purchases. This exercise was eye opening because I hadn't really considered how other people shop based on their preferences and lifestyles. I think it is very important, as an entrepreneur, to consider how all types of customers make decisions and try to use that information to cater to as many people as possible.