Friday, October 18, 2019
Figuring Out Buyer Behavior Part 2
Interview 1- Aiden
Aiden is a student here at UF in the business school that loves to attend sports events. If he was presented with several opportunities to purchase food from his seat and have it delivered to him, then he claims we would focus on reading reviews of the possible couriers for the B2C transaction. Once he has read reviews, the next thing he would prioritize when making the purchase decision is evaluating price points from the highest rated places. Aiden is not someone who always picks the most expensive option, yet he really emphasized how important it is to him to discover value when in making a purchase decision. After the food has been delivered and consumed, the two things that Aiden valued most after the purchase was the taste and the timelines of the food delivery based on the reviews he read before purchasing.
Interview 2
Kara is a pre-med student here at UF who only goes to about 1-2 sporting events a year. When in the alternative evaluation process, Kara admitted to usually favor the the brand names that he recognizes the most or feels the strongest "connection to" when in the alternative evaluation process;Thus he can be impulsive and not do the proper research to make an informed decision which results in a limited consideration set. When I asked Kara what she would look for when making a decision on purchasing food at a sporting event, she claimed that besides the brand name, she also compares prices to reflect on the quality of the good as she believes that price and quality have a strong, direct relationship. However, Kara has the perception that the cheapest option is far inferior to the most expensive option and because of a significant price difference. Kara's approach will often result in missing out on value and constantly overpaying for meaningless goods by always choosing the most expensive option and assuming the value is justified. After a purchase decision, Kara cares most about how satisfied she was from consuming the good.
Interview 3
Franco is an innovation academy student that is one of my roommates on campus at UF. Franco is an avid UF football fan and has season tickets to attend all the home games. He loved the idea of a potential food delivery service during games instead of having the hassle of missing the game waiting in line. Franco is a big believer in utilizing the internet for reviews and feedback;Thus, when he is in the alternative evaluation stage, he looks for the companies with the highest level of customer satisfaction and customer retention rate when that information is available. Franco likes to compromise and says he would likely pick the most reasonably price service with the best customer reviews. His post purchase behavior would include analyzing the freshness and taste of the food as well as thinking about how much easier this concept is than waiting in line.
In Summation, all people interviewed have different sports viewing habits, but all seem to prioritize consumer reviews and price points when making a purchase decision.
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Hello James,
ReplyDeleteThese series of interviews show that you are on to something. Although they might not go to sporting events or places the you food deliver app would prove useful they would use it. The man take away from this would probably be to pick a moderate deliver charge because that's what might cause people to not use it.
Hi James,
ReplyDeleteYour idea is great, it seems like what Juan said - you're going to have to have a reasonable service fee to attract people to your idea. Probably like what the food delivery apps do where you get free credit for your first time using it. Brand loyalty is a big deal, but for a service that is as unique as yours and constricted to events at stadiums for sporting and music events, people will have no choice but to use your service!
Hey James,
ReplyDeleteI really like this idea as well. As an avid sports fan I have been to many sporting events and even though I may try to eat before to avoid expensive charges on food in the stadium, I always tend to grab a bite anyways. This service would be a great opportunity for fans to avoid getting up and missing some of the game to get food.
Hey James!
ReplyDeleteI thought you did a good job of breaking down buyer's behavior for your customer base. Your interviews were very thorough and helped gather information. From the interview it seems as if the most important aspect of your service to these consumers would be the price point, taste of food, and speed at which it is delivered.