15A – Figuring Out Buyer Behavior No. 2

Interview 1

Before even discussing my product/opportunity, I wanted to gain a greater understanding of how the individual purchased electronics. He stated that "Word of mouth" is the way he selects anything. He doesn't try to go after the most marketed product but the ones that his coworkers speak about, are the ones he is will to research and then buy because he figures the coworkers would have tried it out first. For most electronics, he prefers to go to a brick and mortar location, as he feels more comfortable actually going through the buying process and also having the opportunity to speak to someone just in case any last minute questions arise. 

After he buys a product, he feels most comfortable when he feels the product perfect solves the opportunity. There are always unexpected elements that come with electronics, but as long as the software items don't take away from its primary purpose, then he is happy. If the products begin performing incorrectly or a newer model comes out right after he buys him, then he becomes upset as he always suspects the newer model will fix the opportunity in a fashion that his item will not. 

In the end, the subject did not focus on the actual method of purchase, cash or card didn't sway his decision of buying something. Fear of updates had a significant presence in the mind of the subject as he always wants to have the latest model. 

Interview 2

This lady was considered herself the "Amazon Queen." She is heavily online researching the newest gadgets and orders everything to be delivered to her home. The price of an item is significant. She believes that due to her detailed research with all electronics, she has a solid understanding of the value of most things. So when a fair price comes around, she immediately buys it. 

After buying an item, she then decides where it will fit in her office, home, or life. She strives to purchase products from the same company, so the items have the possibility of syncing up. Unfortunately, due to the high volume of items she buys, there have been some occasions where the items cross over and have very similar traits. Though they aren't identical, the is the occasional frustration with obtaining the same item.   

Interview 3

This man is not a large buyer of electronics but does purchase many items for his children. He challenges his kids to present arguments of why he should spend the money to buy the new items, and if convinced, he follows through. Price is a significant factor, as he must be sure that the items don't hurt the monthly budget too much and that no sacrifices need to be made because of this purchase.

This man splits the purchases between in-store and online as some items need to be experienced before spending such large amounts of money. Cash or card was also not a substantial factor, but there is a slight preference of credit card as they were able to track monthly payments easier. 

In the end, the father stated that he takes great joy in the happiness of his kids and when they are happy, then he is satisfied with the purchase. 

Summary

To summarize the findings, I believe there is a share of people that like to shop in the store and online. No one in the segment was set on the method of payment as most of the participants always carried cash and cards on them. I found the "Word of mouth" thinking unique as I thought a product having the highest exposure would be the selling point. But the first subject felt a bit more comforted knowing that his coworkers would have screened the product before he purchased it and he would also have some people to help him if there is something he doesn't know.