15A – Figuring Out Buyer Behavior No. 2

1)      Find three people who would fit that segment and arrange to interview them.

a.       First-person is the one who fits this segment. Because I saw he is very confident and knowledgeable from his eyes. I think eyes can’t lie. So, I feel he is the one who fits for this segment.

b.       The second person is kind of fit, I guess. Because when I talked with him, he is not very sure about his mind, but he knows what I am asking about and can give the answer to what I want to listen to. So, I should put him into this segment.

c.       The last person is fit as well. She is also taking this class and told me that she likes this segment so much because of she feels that she absolutely belongs to this segment.

2)      Begin with alternative evaluation. In the last case exercise, you determined how customers sought information related to solving their needs. The outcome of this step is to produce a set of alternatives.

a.       For them, the alternative could be of better quality. If the price is low or fair enough, they would like to lick the best quality one for the alternative evaluation because people want to use it as long as possible.

3)      How/where do they buy? Elements of the actual transaction can help characterize your segment.

a.       Usually from retail stores or online. Both way because they can compare the price first, read the review, touch the goods, and decide where they want to buy it.

4)      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?

a.       People sometimes may regret what they choose because they used it and has their own feeling about the post-purchase using experience. Everyone’s standard for quality is different. Some of them may think just can use is good, but others may think use over 5 years is good.

5)      Report the findings. Simply summarize your interviews.

a.       Therefore, I think people have all different of their desire. Also, people have a different standard definition of what is good or bad.

6)      Draw conclusions.

a.       This process can use not only on purchase but also in all other places. But let’s come back to the purchase decision. When we have needs, we started gathering information about the stuff we will buys. We evaluate its value and image of what it will be after purchase. After buying it, we evaluate again and comparing the price, quality, satisfaction of this product. Therefore, we can recommend to others or not.

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