From what I found from my three interviews, price is one the main factors that influences their decisions. Since the three people I interviewed were college students, they said that they were on some sort of budget, and would not spend crazy money on certain products and services. Quality is another important factors to these segments. They did not want to purchase something, and then it breaks within a week.
This leads to how this segment purchases their items. For school related products, all three students chose to use online platforms such as Amazon, where they would look at the reviews and then purchase the item. They also chose card over cash.
For these customers, the "rightness" of the product was determined by if it worked as they intended. In other words, the product met their expectations. The purchase would have been a bad idea if it was not worth the money, or it did not live up to what it said online.
In conclusion, I would determine that this segment would purchase school-related products online, and would base their decision on reviews that others have written. Once they purchase the product, they would see if it lives up to it's expectation. It it does what it was intended to do, then it would be a successful purchase.
Hi Perla! I think you did a really good job with getting the information you needed from your interviews for this segment! Price is definitely a big factor in buyer behavior and can make or break the sale. Quality is just as important as price is and I think your interviewees were smart in looking for reviews on the product/service before purchasing it. Great post!
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