Figuring Out Buyer Behavior No. 2

1. My 3 segment fits: Melissa Gutierrez, Willmar Escalante, and Kimberly Ramirez.

2. My Alternative Evaluation: Melissa, a Health Science major on an occupational therapy track, said the price would matter. Melissa states price would matter the most because she is on a college student budget. Even though price matters, she is still an advocate for quality over quantity. The style would also matter to her, Melissa wants to be able to relate with the product/service provider she is doing business with for optimal satisfaction. Another characteristic that would influence her purchase decision is product/service longevity. Next, I interviewed Willmar Escalante. She is an international student from Venezuela. Willmar said that price is not really an issue, her most desired factor is quality. She stated that she wants to get the biggest bang for her buck. She also mentioned that if she was using the Bids to Benefit app, she wants everyone to have a background check. Which I told her in order, to use the app you must have a student ID, which provides a background check. My third interviewee was Kimberly. She is an international student as well, from Puerto Rico, studying graphic design. Kimberly is also an advocate for quality over quantity. Price does matter to her as well. Kimberly said that a rating system would influence her purchase behavior too.

3. How and where do they buy? Melissa and Kimberly are both in-store shoppers. When they shop, especially for clothes, they like to feel the clothes and try them on. Kimberly and Melissa also rather shop with a credit card than use cash. On the other hand, Willmar loves to shop online, using Amazon in particular. She says that it saves her countless amounts of time when she is too busy to shop in-store due to studying. Willmar stated that she would rather use cash than a credit card.

4. Post-purchase Evaluation: Melissa, Kimberly, and Willmar all had the same opinion when it came to this element. When they made a good purchase, they felt as if the product/service produced a good return on investment, the product/service had longevity, endurance, and good quality. When they made bad purchases, their feelings concurred with one another as well. They all claimed that the determinant for a bad purchase for a product/service is when it is not worth what they paid for it. Low quality, too expensive, and no ROI.

5. Summarized Results: I was quite impressed with the quality of information my interviewees provided. Each interviewee was charismatic and I enjoyed the process. The interviewees differ from another slightly but not much. I think they would be perfect candidates for the Bids to Benefit app.

6. Conclusion: I have learned that most people have the same idea of a good and a bad buy. Also, quality over quantity is normally always going to be advocated. I would say my chosen segment of the UF student body has minor differences in their opinions but for the most part are very similar.