15A - Figuring Out Buyer Behavior No. 2

Segment: Students, Affiliates of the school, and Campus workers involved in school activities

Interview 1: Involved a neighbor of mine who is studying Biology currently at the University of Florida. During our initial conversation I brought up price point as a suggestion for an alternative evaluation. This brought out questions of how the information would be sought out in order to help figure out the behavior of the buyer. Still, quality and style seemed to both be equally important in the inherent value of a product. This means that this segment is more opposed to online services which allow them to gain a full overview of said product. In this case the 'rightness' of a purchase did not seem to impact the overall buyer behavior.

Interview 2: In this second case, the interviewee was my Public Speaking professor. Intangible services fall in line with the expectations of this customer segment as they are less materialistic, but still equally value quality and price over values such as 'rightness' or feasibility. However, even with all this being considered, the customer segment here believed in a commitment to excellence and a price point that worked within budgetary concerns in order to stand out from a list of alternatives.

Interview 3: Third choice of interview subject was Pat from Broward dining. In this scenario, Pat acted as a catalyst for the discussion regarding overall product resourcefulness. Indeed, price-point mattered somewhat. Still, quality and styles seemed to emerge as the true victors in the race for customer clarity.

Summary of report/conclusion: Overall, when weighed against the various customer segments talked about in this discussion post, quality and style seemed to be at the forefront of understanding buyer behavior. Each customer is different in the end, and various decisions govern the end goal of the purchase. Still, through analysis we can better seek to understand why some decisions occur over others.