Figuring Out Buyer Behavior No. 2
Segments: Parents
Begin with alternative evaluation.
The interviewees could all agree that while price does matter, quality of the product is most important. They say this because they don’t want to spend money on something that will "fall apart" or malfunction. Safety is the most important aspect of a product they buy for their child. But they also wouldn’t pay an extreme amount of money on something if they can find a product that does just about the same job for less money. My second interview mentioned that there should be an option to add or remove features to maybe help with the cost. Maybe even have a way someone could just customize a car seat and have it delivered to their home. Having a variety of color choices would also be nice according to my first interview.
How/where do they buy?
My customers all said that they would normally try and find reviews for products online then if there is a store nearby then they would go to the store to actually, see it. One of them stated that sometime the pictures of products they have online are not what they had expected it to look like. Two of my interviews stated that depending on the price they will pay either with a debit or credit card. One of the interviewees only makes purchases using cash in order to avoid overspending. All the mothers agreed that they are normally the ones to make the decision on products although sometimes they do consult with their significant other.
Post-purchase evaluation.
So, my customers all could agree that safety for their child is their number one reason for making purchases, and they feel that safety alone is what makes the purchase worth it. My first two interviews believed that only when they realize that they aren't using the product is when they start to think it is a bad idea. They realize that sometimes they buy things not because they need it but because they think it would be a "cool" thing to have. My third interview stated that when their purchase starts to have glitches or issues and doesn’t work properly is when she gets frustrated and regrets the purchase.
Conclusions.
People like options a lot. But overall, they prefer quality. They want the ability to make the product to their liking and to fit their lifestyle. I feel like being able to get this kind of feedback makes it easier to develop a product that anyone on the market would be willing to purchase.
Begin with alternative evaluation.
The interviewees could all agree that while price does matter, quality of the product is most important. They say this because they don’t want to spend money on something that will "fall apart" or malfunction. Safety is the most important aspect of a product they buy for their child. But they also wouldn’t pay an extreme amount of money on something if they can find a product that does just about the same job for less money. My second interview mentioned that there should be an option to add or remove features to maybe help with the cost. Maybe even have a way someone could just customize a car seat and have it delivered to their home. Having a variety of color choices would also be nice according to my first interview.
How/where do they buy?
My customers all said that they would normally try and find reviews for products online then if there is a store nearby then they would go to the store to actually, see it. One of them stated that sometime the pictures of products they have online are not what they had expected it to look like. Two of my interviews stated that depending on the price they will pay either with a debit or credit card. One of the interviewees only makes purchases using cash in order to avoid overspending. All the mothers agreed that they are normally the ones to make the decision on products although sometimes they do consult with their significant other.
Post-purchase evaluation.
So, my customers all could agree that safety for their child is their number one reason for making purchases, and they feel that safety alone is what makes the purchase worth it. My first two interviews believed that only when they realize that they aren't using the product is when they start to think it is a bad idea. They realize that sometimes they buy things not because they need it but because they think it would be a "cool" thing to have. My third interview stated that when their purchase starts to have glitches or issues and doesn’t work properly is when she gets frustrated and regrets the purchase.
Conclusions.
People like options a lot. But overall, they prefer quality. They want the ability to make the product to their liking and to fit their lifestyle. I feel like being able to get this kind of feedback makes it easier to develop a product that anyone on the market would be willing to purchase.
Eliana -
ReplyDeleteWhen it comes to your product, I agree wholeheartedly that quality is the number one aspect of importance. When a product has good quality, those with the need are most likely willing to pay for the product despite price, relative of course. As long as your Smart Carseat was reasonably priced relative to those already in the market, I believe people would definitely pay more for your product. Options are good to keep in mind. Think of the range of options in strollers. Those who have tight budgets may get something simple that costs less than $100. However, there will be those who want the customized complicated stroller that costs a few hundred dollars or more. So a range of options across a price range would be good to keep in mind.