15A – Figuring Out Buyer Behavior No. 2

Interview #1

• Does price matter the most?
• It’s not the most important factor but it does play a role.
• Does quality?
• Quality is a big factor in whether or not I use a service especially if it relates to food as its something I’m going to be eating.
• Does style?
• If the service works I don’t really mind the style.
• Is your segment more likely to buy online or in a store?
• I like going to a store so I can get things right away, but for more expensive things I’m willing to wait and search online.
• Are they more likely to use cash or will they finance the purchase?
• I mainly use my debit card as I don’t carry cash with me often.
• What helps them determine the purchase was a good idea?
• The quality and effectiveness of service such as customer service and time.
• What sorts of things make them think a purchase was a bad idea?
• If the service is slow or the customer service is bad.

Interview #2

• Does price matter the most?
• Yes that is a huge factor for me.
• Does quality?
• A bit I expect things to be done right but I don’t mind a slight bang up here and there.
• Does style?
• No I don’t care I just need it to work.
• Is your segment more likely to buy online or in a store?
• I usually like to do everything online because its always easier that way.
• Are they more likely to use cash or will they finance the purchase?
• I use my card a lot because I mainly do everything online but when I go out its usually with cash.
• What helps them determine the purchase was a good idea?
• How often I use it, and satisfaction from purchase.
• What sorts of things make them think a purchase was a bad idea?
• If I never use it again, and get no pleasure from the purchase.

Interview #3

• Does price matter the most?
• It depends on what I’m buying because there are certain things I’m willing to spend more money on.
• Does quality?
• Quality plays a huge role in whether or not im willing to spend the extra money.
• Does style?
• Yes, if something looks ugly im not going to buy it.
• Is your segment more likely to buy online or in a store?
• Either It doesn’t really make a difference to me.
• Are they more likely to use cash or will they finance the purchase?
• I almost never carry cash because I depend on my card.
• What helps them determine the purchase was a good idea?
• How often I use it, if I enjoyed it.
• What sorts of things make them think a purchase was a bad idea?
• If I didn’t enjoy it or see myself not using it often.

Draw conclusions:

• This is all valuable information for building a business structure around the customers preferences.