Assignment #15
In this assignment, I interviewed three people that are within the segment I selected in a previous assignment: UF students between the ages 18-21 who drive. I interviewed: Celeste Velazco, Jean Garcia, and Javier Gutierrez.
Alternative Evaluation
Interviewee 1: Celeste Velazco
What matters the most? (Price, quality or style): For this interviewee when buying she truly values the quality of the product. As a result, she is willing to spend more money for a higher quality or better product.
Is there more than one factor important to the customer?: Yes, for this interviewee two factors matter: Quality and Price.
Interviewee 2: Jean Garcia
What matters the most? (Price, quality or style): This interviewee values the most the price of the product or service he is purchasing. He considers that as a college student he has limited money to spend reason why his purchasing decisions are based on money.
Is there more than one factor important to the customer?: No, he thinks that price is the main factor that influences him.
Interviewee 3: Javier Gutierrez
What matters the most? (Price, quality or style): For this interviewee, quality and the features of a product are what truly matter. Because of this, he spends the amount needed to obtain the best products in the market.
Is there more than one factor important to the customer?: As mentioned, for this interviewer two things matter the quality and features of the product and/or service.
Purchase Decision
Interviewee 1: Celeste Velazco
Where are you more likely to buy? (Online or in-store): She is more likely to buy online.
What is your payment method? (Cash or financing the purchase): She normally utilizes her credit or debit card.
Interviewee 2: Jean Garcia
Where are you more likely to buy? (Online or in-store): He is more likely to buy online.
What is your payment method? (Cash or financing the purchase): As the last interviewee, He is more likely to pay with her credit or debit card. However, for small purchases he utilizes cash.
Interviewee 3: Javier Gutierrez
Where are you more likely to buy? (Online or in-store): He is more likely to buy in store.
What is your payment method? (Cash or financing the purchase): He utilizes her credit or debit card.
Post-purchase evaluation
Interviewee 1: Celeste Velazco
What matters most to your customers when they think back on the 'rightness' of the purchase?: If the product fulfills her quality expectations based on the price she paid then she feels satisfied.
What helps them determine the purchase was a good idea?: If the product lasted the right amount of time she considers appropriate with the money she invested, she considers the product a good investment.
What sorts of things make them think a purchase was a bad idea?: Whenever she feels she wasted her money in a product that did not satisfy her expectations.
Interviewee 2: Jean Garcia
What matters most to your customers when they think back on the 'rightness' of the purchase?: He considers the purchase ‘right’ if he does not regret haven spent the money on the product.
What helps them determine the purchase was a good idea?: Since he is really cost oriented, he is satisfied is the product if he feels that he would spend money again for the product.
What sorts of things make them think a purchase was a bad idea?: When he regrets having purchase the product and is looking for ways to return it.
Interviewee 3: Javier Gutierrez
What matters most to your customers when they think back on the 'rightness' of the purchase?: If the product and/or service has higher quality than expected he considers it a right purchase.
What helps them determine the purchase was a good idea?: If he enjoys all the features of the product/service and it is not expecting more.
What sorts of things make them think a purchase was a bad idea?: When he is left with the feeling of wanting more.
Conclusion
By looking at the different responses, I am able to conclude that my segment is particularly interested in the features, quality and price of the products and services they are buying. Since my idea involves the creation of an app, the price of the solution can vary depending on whether the app will be offered for free or not. Its main stream of revenue could be ads within the app and a percentage from the money collected from the tickets. Considering the quality and the features, I will want to make sure that the app offers all the different things possible consumers want.
Hey Juan,
ReplyDeleteTo begin with, I wish you would have organized this by each individual interview rather than separate questions. It makes it a little harder to follow. Other than that, I have no real complaints. You touched base on all the key points and made a valid conclusion based on your evaluations. My customers also based their decisions on price and quality, as I feel that most others do. I wish you would have discussed specific alternatives that your customers choose but other than that you did great. Keep up the good work!