15A – Figuring Out Buyer Behavior No. 2

Report Findings:
Interview One: When asked which mattered the most price, quality or style, my first interviewee said style, because if The Spicer did not fit the style of the kitchen he would not purchase it. It would have to match with the surrounding and the rest of his appliances. He would buy The Spicer in the store verses online so he could see the quality and size of the machine. The only way he could tell if he was getting his money worth is by evaluating it in person. Also, he would want to make sure the product was not mis-advertised and the condition the product was in when purchased. He would use card instead of cash to purchase the product, since he does not carry cash in his wallet. The purchase would be considered a good idea if it functioned properly and caught his guest's eye. The purchase would be considered a bad idea if it fell apart and did not look like what was advertised.

Interview Two: When asked which mattered the most price, quality or style, my second interviewee said price, because she is watching what she spends. As a college student she is focused on budgeting. She believes The Spicer would be a great amenity to have, but would not invest a lot of money into it. She would buy the product in store and with a credit card. Buying in store rather than online allows her to compare different brands and prices. She finds it sad that a lot of brick and mortar stores are closing down due to low sales, which is another reason why she does not like purchasing online. The purchase was a good idea if it saved her time in the kitchen. She also liked the idea that the machine can hold spices in bulk, which would save her money since buying things in bulk is usually cheaper. If she saw the item in other stores or other people purchasing it, this would also signify it was a good purchase. The purchase was a bad idea if she did not use it often or if it broke easily.

Interview Three: When asked which mattered the most price, quality or style, my third interviewee chose price, because if it was too expensive she would just use regular measuring cups. She would purchase the product at her local grocery store with a debit card. She would buy the product in store versus online, so she could feel the material and see the size of the machine. If needed, she thinks returning purchases in store is easier than online. The purchase would be considered a good idea based on it's convince and value to her. She would considered it valuable if it functioned correctly and saved her time. It would be considered a bad idea if she did not use the product.

Draw Conclusion: Two of my interviewees said price mattered the most, while one of them chose style. This mean I would need to keep the price of The Spicer at a reasonable cost. If it was too expensive, the customer would just use measuring cups. Additionally, providing customers with the option of customizing the color of the appliance allows them to match the product with their kitchen. All three of my interviewees said they would rather purchase the product in store than online. I realized I need to have my product in many stores like Target, Walmart, Bed, Bath, & Beyond, and even grocery stores. Lastly, in regards to post-purchase evaluation my interviewees said they would consider the purchase a good idea if it was used often and functioned correctly. What was interesting to me is that 2/3 of the interviews mentioned evaluating what other people thought of the device when deciding if it was a good purchase. The first interviewee mentioned the product catching his guest eye's, while the second one mentioned seeing the product being used by others. This shows me I will need to focus my time on creating an effective marketing strategy.