Assignment 15: Figuring Out Buyer Behavior No.2

Once again, my interviewees are all quite different from each other. However, they all seem to agree on most things, at least my older interviewees. One is a mom of two who is in her mid 30’s and the other is an older man in his late 60’s. They both agree that as long as a product works as it should, that price does not really matter, as long as it is not outrageously expensive. They both value quality and feel that their purchases are all investments and thus if they are going to be spending their money on something, it should be worth it and satisfy them. My younger interviewee, who is a young adult like me, does care more about price, which is understandable, but also says that quality is still an important aspect of a product.

The two older adults, both said they preferred to make purchases directly at a store, while my youngest interviewee said that in the last year almost 60% of her purchases have been online. She said that the main reasons she prefers buying online is because it’s more convenient, she usually finds more variety online, and she can find several reviews on the product/service she is trying to buy which she says has always made her make the right purchase decision

Depending on what it is that they buy, my interviewees said that they can usually tell that they made the right purchase when 1) they are using it often, 2) other people compliment the product that they got and/or 3) they see a lot of other people using what they got as well.

After conducting the interviews, I would say that my segment is pretty simplistic and practical in terms of alternative evaluation, purchase decision, and post-purchase evaluation. If the product works well, is reasonably priced, and is well reviewed then they will buy it and be satisfied.