Begin
with alternative evaluation. In the
last case exercise, you determined how customers sought information related to
solving their need. The outcome of this step is to produce a set of
alternatives. Customers pick from among this set of alternatives. In this step,
your job is to figure out how they do their picking. Does price matter the
most? Does quality? Does style? Is there more than one factor that is important
to your customer segment?
Price does matter to consumers. Every customer that I
interviewed, college students aged 18-23, said that price is as important as
quality. Oftentimes, it seems that young people will be hesitant to buy
products through the internet without having research done prior to the
purchase. Style is also important. Customers want to be able to buy things in
different colors, styles, cuts, etc. Not having variety seems to be a catalyst
to a purchase decision for some. It also seems to prevent a purchase from
happening too.
How/where
do they buy? Elements of
the actual transaction can help characterize your segment. Is your segment
more likely to buy online or in a store? Are they more likely to use cash or
will they finance the purchase? Etc. If this is a B2B purchase, who's involved
in the purchase decision?
They more than willing to use the internet to buy what they
need. Customers like the customer service that a store offers. However if
customer service is bad, it totally makes the purchasing experience terrible
for the customer and they'll be less likely to come back to even make a return
it seems.
Post-purchase evaluation. What matters most to your customers
when they think back on the 'rightness' of the purchase? What helps them
determine the purchase was a good idea? What sorts of things make them think a
purchase was a bad idea?
Customers like the longevity of their
products. Many people fear that their online purchases will stop working or
break down after buying it. And for a few customers, it's a hassle to return
those products. People want shipping labels or boxes or other packing materials
that makes easier for consumers to return things through using a receipt and/or
a warranty.
Report the findings. Simply summarize your
interviews.
Customer #1 said that she really values the independent
feeling she has when she buys products and service. She likes using the
Internet to buy the things that she wants and needs. For bulky and important
items, she keeps her warranty labels and purchase receipts to keep track of her
spending. She won't buy much without doing research on the web.
Customer #2 likes variety. He likes many colors, and he
wears many of them through his fashion. He likes products with different styles
and variations no matter what they are. It seemed that buying for him is
therapeutic. He does research and purchases most of his items through the
internet.
Customer #3 really appreciates customer service. He hates
spending money so he keeps a tight budget. He looks to family and friends for
research on products, and he also looks to them to help him evaluate if he made
the right purchase or not. He likes to buy from specific brands; he claims a
loyalty to Nike for athletic products. He doesn't keep many receipts, but he
keeps warranties for electronic products.
Draw conclusions. Based on what you know about this
segment and what you learned in your interviews, how would you succinctly
describe this segment in terms of alternative evaluation, purchase decision,
and post-purchase evaluation?
Customers buy products to suit their needs within a
specific timeframe. And in this day, many people seem to have less and less
time - but that won't stop them from evaluating all of their options. Modern
consumers prefer the internet for product/service research and will look to
their personal communities to help them evaluate if their decision was right or
not. Customers who are frequent shoppers seem to have a habit of holding onto
receipts, so they also look for internet stores to provide great customer
service.
Brian,
ReplyDeleteYou summed up some awesome feedback from your interviews. I think your idea is unique and fun. I am from another group and have not been following your idea since the start. But I think this is really neat. I agree that we all seem to have less time but do not let that affect comparing options to get what suits us best. I would not have concluded this on my own but seeing your interviews opened my eyes to something new!
Brian,
ReplyDeletePrice is generally the deciding factor on if I buy something online as well. Further, the shipping cost can be the final say, depending on how fast it is, on if I order online. Your interviews were good and the customers brought up valid points that you accurately summarized. I did not realize how important research was to people, it would be interesting if your online store included an abundance of research tools to make it quicker and easier for your customers.
Brian,
ReplyDeleteI think I can relate best with interview number 3 in most aspects. As long as you provide satisfactory customer service, I'm happy. I too don't keep receipts, spend most of my money on food, and maintain strong brand loyalty. When it comes to making purchase decisions, I often look to family and friends during alternative and post-purchase evaluation. Your post overall was very interesting to read because you formatted it much differently than I did. Additionally, your interviewees seemed to provide more in-depth answers as compared to mine.
Hi Brian,
ReplyDeleteI think with the rise of online shopping people know what they want and want to know what they are getting themselves into. This allows them to search for the exact thing that they want and for exactly what they are willing to pay for it. I am not surprised to see how important research is to people when they are dealing with products and think as long as you are able to differentiate your product to fit the needs of enough people you will be successful.
Brian,
ReplyDeleteI think that this is a good idea as long as you continue to develop it. I agree with many of the above posts, as well as interview number 3. Costumer service is where I think the most importance should be placed. Above all, the concept is very interesting.This is something that many people could use. Great job!
Brian,
ReplyDeleteWhile internet transactions are increasing as a whole, it can be hard to get a hold of those who use internet shopping as their primary means of shopping. I definitely think that in order to get a closer grasp on who your target segment is and what they do, more focused interviews must be conducted on a smaller, more precise group.
Hello Brian.
ReplyDeleteIt is good article for figuring out buyer behavior. I like what you thinking about price is as important as quality. Most you did an interview is student. I'm also student and I felt same way. Moreover, I totally agree with modern consumers prefer the internet for product/service research. I can see many people buy internet than going to store. I'm glad that you realized many things to do an interview. Thank you for share and you did a great job!
Excellent recognition. You have done a superb job realizing that time frame plays a huge role. With amazon's two day shipping and chik fi la's ability to serve 200 customers in three hours these market leading corporations have realized that as well. If a customer can receive comparable product and services at another location at a quicker pace and the same price chances are they will go to that other location. With that being said I think it is important to understand that money and time are our most valuable resources.
ReplyDeleteBrian, these interviews definitely provided you with constructive criticism. It's interesting how internet-focused so many peoples' ideas are, and it just goes to show the changing way people interact and act as consumers. Perhaps you would be able to get more specific answers from further interviews, however, this is a great start. I can't wait to see how much your product continues to be honed in on and developed.
ReplyDeleteOverall, you were extremely thorough with your responses and comments toward the consumer's attitudes and their opinions about certain things. Through this post, it is easy to see that the consumer pool is pretty random. Consumers usually only buy things because they want or need it. It is also based upon the time frame in which they are buying it. Once again, you had great insight on this topic and gave good feedback about your consumer' ideas.
ReplyDeleteHi Brian,
ReplyDeleteExcellent job on the randomization of your interviews!
An excellent point you brought up is that customers like to customize their products. They do so with different colors and/or models, to name a couple. One example that I can think of that might reap greater benefits by employing a more customizable product, is Bose. Headphones are hot right now, but Bose only offers the in-ear headphones in different colors, not the over-ear headphones. I think they would attract a larger market if they did so.
Hi Brian, I loved your interviews and its great to see the wide range of people in your interviews. Personally, shipping speed and price are what I look like most to make online decisions. I will ask do extensive online research before I buy anything. You may want to think about how you can gain a well-known online reputation.
ReplyDeleteYou got great feedback from your interviews, which can really help you narrow down your concept. I personally shop online a lot because of the electronic paper trail and accountability to the manufacturer for the quality of my products. I also only usually shop from online stores who have good reputations, but I like your concept and would like to see more! Good job!
ReplyDelete