Leftie Buying Behavior
I have interviewed one man, a woman, and a teenager that are all left-handed. These interviews were about 10 minutes long. I took me about 3 days to come across left-handed individuals.
Begin with alternative evaluation. Does price matter the most? Does quality? Does style? Is there more than one factor that is important to your customer segment?
The man I interviewed believes that quality is most important regardless of price. “I want to make sure my products work and work for a long time.”
The teenage boy really only cared about how products look. He then said, “I like cool things but my mom is picky about what she buys me.”
The woman took some time to answer and decided that price and style are what matters to her. “I don’t think I’d buy a product that looks outdated and I wouldn’t buy a product that it is out of my budget.” She also mentioned that her husband’s opinion matters.
How/where do they buy? 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?
The teenage boy and the mother typically purchase items on amazon or order online through businesses of the product they want. They find it cheaper to order online and more convenient. The mother doesn’t hold cash on her and uses her debit and credit cards to purchase products. The teenage boy holds cash. His parents give him cash to buy products.
The man stated, “I’m old fashion. I buy all my products in stores near me. If it’s not what I want, I simply find another store or don’t buy it all.” The man only uses cards to buy products.
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?
The mother considers herself as an “impulsive” shopper. She enjoys bargain shopping and her husband is not a fan of it. “I buy the things I like in the moment and when I get home I begin to overthink the products I buy. I return a lot of products more than I keep.”
The teenage boy believes all the products he buys are good ideas. He has not regretted anything he has bought. “I’ve ordered shoes online that didn’t fit and I just returned them and got the correct size. I don’t buy things because it’s not my own money. When I do have a chance to buy something, I like to make sure it is something I really want or need.”
The man only believes in necessities. He’s bought products that do not exceed his expectations and does get frustrated about it. He assumes the products he buys are good quality though they are not sometimes.
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?
The three I interviewed make purchase decisions based on their preferences and seem to be both willing to purchase online and in person. I believe my segments alternative decisions will focus on price and appearance for my products because that was what I noticed after these interviews. Quality is important so I will be sure these products have good quality but I will focus more on the price and how the products look. The post-purchase evaluation from these interviewees show more regret than excitement.
Hey Nicole,
ReplyDeleteIt looks like you gathered some valuable information here, especially regarding the buying patterns across different ages of your lefty demographic. Online purchasing is a very large industry, and incorporating the elements of price and quality with the convenience of it will do your proposal very well. One thing I suspected about the older demographic was their willingness to pay premium prices for quality objects. According to a principles of marketing class I'm in, this can be observed most commonly in the Hispanic demographic, so hopefully there are plenty of lefties for you there!
Hi Nicole,
ReplyDeleteIt seems like there were many factors that mattered in your interviews. The price, quality, and style all were of importance. Since my product is a food product, the factors were very similar. Everyone cared about all factors, so I believe when running any small business that you have to be consistent and constant with all factors of the business. If you get one upset customer then they will give bad reviews resulting in a loss of many customers. Overall, you seemed to learn a lot about your customers and what they want.
Hi Nicole,
ReplyDeleteI liked how thorough you were with analyzing the factors that came into play in a purchase decision among the members of your chosen segment. I feel like price and quality are factors that overlap a lot when it comes to buying products or paying for services regardless of the type or nature of business. Older people do tend to be more careful about what they buy and spend more time in the buying process and making sure what they're buying is worth it. Nice work!