15A – Figuring Out Buyer Behavior No. 2

3) Begin with alternative evaluation. 

Jordan: I would say in the case of your business style would not matter but quality and price certainly do. The most important factor to me is just that the umbrellas are there whenever I need it.

Sean: Style is certainly a factor that I consider. It would be cool if there was a gator or some kind of Orange and Blue design on it. Quality is not that important to me as long as it works and Price certainly matters but if I really needed the umbrella I would be willing to pay a high price.

Michelle: Quality is the most important factor to me personally. I really need something that is going to protect me from the elements. Price and style do not matter because I would be willing to pay whatever is necessary in the moment.

4) How/where do they buy?

Jordan: In store I guess? Its really not a store bought good. I would be more likely to use my Gator One because that is how the system would work.

Sean: I feel like this question is not very relevant but I would say in store, finance the purchase, and this is not a B2B purchase.

Michelle: I buy most things online but in this scenario I am buying from a vending machine type of thing. I would use my gator one to buy the temporary umbrella so I guess that would be financing it.

5) Post-purchase evaluation. 

Jordan: If the umbrella works and I stay dry then the purchase is right. If I stay dry then I the purchase of a good idea. If it doesn’t keep me dry then the purchase was a bad idea.

Sean: I would say that functionality, the ease of and timeliness of purchase would all be factors when considering the rightness of purchase. If any of these things are not met then it was a bad purchase.

Michelle: I think that if it works well then it was a good purchase. That’s the motto I always live by anyway. A bad purchase is any purchase that I later regret but I don’t see that happening here.

6) Report the findings. 

I have found that in my specific business that a lot of these questions do not pertain to me. However I did learn that many of the individuals in my interview do care about quality, style, and price. In my scenario however most people would be willing to pay a higher price because they are in need of the service very badly.

7) Draw conclusions. 

If my service came to fruition then there would be no alternative. Therefore the customers would no doubt purchase it.