15A – Figuring Out Buyer Behavior No. 2

For this assignment, I am using the segment of what motivates buyers to want to pursue a healthier lifestyle in order to get a more depth understanding of buyers' behaviors.

First Interview

Alternative Evaluation:
In interviewing this interviewee, I was able to determine different ways in how they do their picking when it buying his products and services. This person is a college male student. He explained that the first thing he considers when purchasing a new product is price; he made it clear that he is a little frugal and likes to stay within a budget. Therefore, if a product or service he is interested in is not within his price range, then he does no further research and moves on to a different product. In this being the case, price seem to play a major factor in whether this particular individual purchases a certain product. Another factor that he included that matters is credibility on the market, this is product actually worth it's price. He explained that he does research on the product by reading reviews and seeing that people are saying about the product.

How/where do they buy?
This interviewee explained that he does most of his buying at stores in person because he likes to ask as much questions as he can before purchasing the product or service. He explained that he does this because he believe that if he is going to spend money on a product, he wants to make initial contact with who he is buying from so that if there are defects in the product, he knows who to contact. He explained that he does not do much shopping online because he does not feel comfortable shopping from an unknown buyer. He made it clear that he would much rather pay with cash than to finance a product because if he is financing than that most likely means he cannot afford the product.

Post-purchase evaluation:

This interviewee explained that what matters most to him on the 'rightness' of the purchase is whether or not the product perform its duties to the standards promise. Also, he explained that lifespan of the product is another factor that determines product 'rightness'. Lastly, some sort of things that make him think the product was a bad idea are defects in the product and the product not performing to its standards.

Second Interview

Alternative Evaluation:

In the second interview, I decided to interview my advisor who is a doctor and makes a large amount of money. The reason I decided to interview him because price would not be a factor, he explained that the quality of the product is the only factor that he analyzes when purchasing a product because price is never an issue. He explained that quality is a very important factor for him because he likes to purchase the best product possible, no matter the price. He said that this is because being that if it is a service he is purchasing, he wants the job done right the first time and if it is a product, he wants the product to perform to its standards.

How/where do they buy?

My advisor explained that since he is a doctor and is often busy, he does most of his purchasing online because he does not have the time to go shopping in stores. He also told me that shopping online allows them to get an idea of the quality of the product through customer ratings and reviews. Also, he explained that shopping online gives him full access to the product in where he can analyze the product through various online resources. He also stated that he often finances products to help increase his credit because he knows he can pay off the amount owed.

Post-Purchase evaluation: 

In comparison to the first interviewee, my advisor explained that what helps him determine the 'rightness' of the purchase is the whether or not the product performs to its standards and satisfy his needs for buying the product. Also, he said lifespan is another important factor because if he is paying top dollar for a product, he wants the product to last over 5+ years. On the other hand, in deciding if a product was a bad idea he explained that if the product does the exact opposite to 'righteous' then it was a bad purchase and he wants to not buy from that supplier again.


Third Interview

Alternative Evaluation:

In my last interview, I interviewed my mother. She explained that when purchasing a product, price is very important factor in deciding if she should purchase the product or not. She explained that price matters because often times, people overpay for products or services that are not worth its price. Also, she prioritizes other necessities that important so when purchasing a product, she wants to ensure that she is purchasing a product a a reasonable price. After examining price, she explained that she looks at the quality of the product or service next. Since she is not willing to pay much money for a product, she makes sure that the product she is paying for, gets the job done.

How/where do they buy?

Being that my mother is a old-fashioned and older individual, she explained that she does her shopping in stores. She explained that shopping online can be a hustle and 9/10 you do not get the product you wanted. Therefore, she would much rather shop in stores where she can decide between different products at her finger tips. She explained that she is more likely to use cash because she does not like being in debt and owing anyone money, which can potential impact her credit.

Post- purchase evaluation:

My mother explained that what she thinks on the 'rightness' of a product being a good purchase is determined by the product meeting its standards of performance and being durable. She explained that lifespan of a product is something that she really pays attention to because she wants products that she can use for multiple years without causing her problems. She explained that what makes her think a purchase was a bad idea is if the product presents defects and is not durable in performance.

Report the findings of your research:

From these interviews, I was able to get a better idea on potential factors that play a role in motivating people to buy a product. I noticed a similar trends from all of my interviews as they found price to be a very important factor when deciding to purchase a product or service. Also, the quality and lifespan of a product is another important factor because people want to ensure that they are getting a bang for their bucks when purchasing products. Some people take into account the performance of the product as they want the product to be worth its value.

Draw Conclusions:

From what I know about this segment I  was able to study similar trends in the way people approach products or services when making a purchase. Seemingly, everyone values price the most as some want to ensure that they are either buying the best quality product or paying a reasonable price for a product they need. Although everyone has a different approach, they are the same in the end results no matter what product they want to purchase. Through this research, I was able to determine and analyze that everyone has the same goals in their way of motivation in buying a product and for the use of the product.