Figuring Our Buyer Behavior 2
Segment: Athletes aged 18-45
Interview #1:
Alternative Evaluation:
·
As a vegetarian, she is always looking for
plant-based meals to make and eat – this narrows down the number of
alternatives by a lot
·
After searching online for recipes, mostly on
food blogs or consulting her family for more dinner ideas, she considers multiple
criteria when deciding what to make…
o
Mostly that “oooh yum” factor
o
How healthy it is
o
Whichever is easier to make/has the ingredients
·
When picking out where to go to the grocery
store and what food to buy, she considers both price and quality. Finding good deals is important, but she
would rather get something fresh and organic over mass-produced cheaper items.
·
When picking out produce, she looks for…
o
Aesthetic appeal
o
The use by date (if applicable)
o
Deals
How/where do they buy?
·
Usually, she makes her own meals from
ingredients she gets at the grocery store
o
She does most of her grocery shopping at Lucky’s
(because good quality produce is normally cheaper there)
o
She also goes to Trader Joe’s for specific
items, Target for others, and sometimes Publix
o
Convenience is also important. She usually goes to whatever store is
closest/picks things up when she is in the area.
o
Shops about once per week
·
When eating out, it is usually with friends
o
Healthy, unique cafes are her favorite, but her
friends usually like more chain options (her favorites in Gville: One Love
Café, OAK, Dragonfly sushi, Just Salad, Bolay)
o
Chooses between vegetarian options, usually the
healthiest and yummiest sounding
Post-Purchase Evaluation
·
How much she spent
·
How yummy/satisfying it was
·
How she feels afterward
·
Are there any leftovers?
Interview #2:
Alternative Evaluation:
·
When choosing what to make for dinner, she
considers…
o
How quick she can make it
o
How healthy it is
·
Goes for the cheapest things at the grocery
store (unless it looks nasty)
How/where do they buy?
·
Always Publix for groceries – usually chooses
the Publix brand, cares more about price than brand name
·
She loves those BOGO deals!
·
Eats out about once per week, cooks the rest…
tries to make the most out of the food she has (leftovers, etc)
Post-Purchase Evaluation
·
If she gets the right amount of food
·
Price vs satisfaction
Interview #3:
Alternative Evaluation:
·
When deciding what to eat (at home)… criteria
o
How healthy it is
o
What the entire family will enjoy
o
Making sure it is well balanced
o
How much time it will take to prepare
o
What ingredients I have on hand, what ingredients
are going to be going bad soon
How/where do they buy?
·
Gets different things from different stores…
o
Trader Joe’s – specific items
o
Meijer – mostly produce and staples
o
Walmart - for non-fresh staples
·
When picking out foods at the store… criteria
o
Quality*
o
Quantity
o
The brand
o
Expiration date
o
Price
o
Freshness*, aesthetic appeal
o
Where the product is produced, local?
o
The ingredients/nutrition makeup - Is it 100%
natural? Are there artificial ingredients? Buys mostly natural and organic without additives
*most important
Post-Purchase Evaluation
·
Asks these questions…
o
Did I enjoy it?
Did my family? How much is left/wasted?
o
Was it worth the price to me?
o
Will I make/eat it again?
Conclusions:
I learned lots of great insights on consumer behavior based
on my interviews! As for alternative evaluation,
quality, price, and healthfulness seem to be the most important criteria my
segment considers when choosing food to eat.
When deciding what to cook at home, time plays a big role as well. Two out of the three people I interviewed go
to multiple different grocery stores to buy food in order to maximize value and
take advantage of the stores “specialty” (aka competitive advantage). The other interviewee only goes to Publix to
maximize convenience. Convenience was important
to everyone, however. Lastly, all three people
I interviewed had similar post-purchase evaluations. They revolved around deciding if the price was
worth it, contemplating how much they enjoyed the food (the yum factor), as
well as noting the amount of leftovers it produced.
I feel like the questions you asked and the answers received are great use and knowledge to help your idea succeed! I really like how easy your post was to follow, and I feel like the responses you got are really valid. I think with food the post-purchase evaluation is super important because if I didn't have a good experience at a restaurant, chances are I won't go back. This really corresponds with the service you're trying to provide for athletes.
ReplyDeleteHey Leah,
ReplyDeleteI love following your ideas for your product because I feel like it could be a very useful product not just for myself but for the market and I like that in these interviews, you gave an idea of where your product may be sold and how people would actually get them.