Assignment 15 - Figuring out Buyer Behavior No. 2

I am using the same segment for this assignment in order to better figure out buyers' behaviors: individuals wanting to make their lifestyles healthier.

First Interview

Alternative Evaluation: This interviewee explained exactly how they do their picking when it comes to purchasing products and services. The interviewee was a college aged female. She explained that there are a few factors that are important when it comes to how she selects what item to purchase. First and foremost, she answered that price is a huge factor. She explained that price matters the most because she does not have a large amount of money to spend after her expenses such as food, gas, and rent. This individual explained that price is a major reason why she may or may not purchase products and services. Furthermore, she explained that quality is another major factor when it comes to choosing what to purchase. She explained that the quality of the item shapes her mind about whether or not to continue to use it. Picking what to purchase comes down to price and quality for this individual.

How/Where do they buy?: This interviewee admitted that she is more likely to purchase items online compared to going to stores. She explained that it is much easier and saves time to just go online. Instead of driving to the store and carrying whatever is purchased, she explains that she can do the same in the comfortable setting of her apartment and have it delivered. Online shopping is less time and energy consuming she explained. Additionally, she is more likely to either use her credit or debit card rather than cash. Likewise, she found using a card to be easier than cash, and she can see her finances on her online banking apps. She believes technology has made it much simpler and easier to fulfill one's shopping.


Post-purchase evaluation: This interviewee explained that the most important trait was how much she used the item when thinking back on the "rightness" of the purchase. She thinks about if she got her money's worth from the item. In determining if the purchase was a good idea, she measures the results she got from it and if it was used regularly. Deciding that the purchase was a bad idea comes from a few reasons for this individual. If she only used it occasionally, if the item broke or malfunctioned, or if it resulted in her stressing about her expenses, usually creates a sense of a bad purchase for this interviewee.

Second Interview

Alternative Evaluation: This interviewee also described how they do their picking when it comes to purchasing products and services. The interviewee was a male who attends the University of Florida. He explained that there is more than one factor that is important when it comes to how he selects what item to purchase. Similarly to the first interview, he answered that price is a major factor. He explained that price may matter the most because as a college student, he does not have a large amount of money to spend on products and services that are not necessary. This individual explained that price is a major reason when deciding between which brand, which model, or which product. Furthermore, he also explained that quality is another major factor when it comes to choosing what to purchase. This individual explained that the quality of the item shapes his mind about the overall experience. Picking what to purchase comes down to price and quality for this individual as well. This interview was very similar regarding alternative evaluations to the first interview.

How/Where do they buy?: This interviewee highlighted that he is actually more likely to purchase items in stores compared to online shopping. He explained that it is much simpler and in reality saves effort. Instead of ordering something online and not seeing it in person before you pay, you see what you are buying in person. This reduces the chance of the customer not being happy with the purchase. Online shopping is more stressful and has a higher chance of not satisfying the individual he explained. Similarly to the first interview, he is more likely to use his credit or debit card rather than cash. Likewise, he found using a card to be more convenient than cash, and he can see his transactions on his banking app. 

Post-purchase evaluation: Just like the first interview, this interviewee explained that one very important trait was how much he used the item when thinking back on the "rightness" of the purchase. He thinks about whether or not he feels fulfilled from using the item. In determining if the purchase was a good idea, he measures his feelings and sense of achievement he got from it and if it was used regularly. Deciding that the purchase was a bad idea comes from a few reasons for this individual as well. If he only used it rarely, if the item did not perform as intended, or if it became a source of stress, this interviewee sees it as a bad purchase.

Third Interview

Alternative Evaluation: This part of the interview was about how this individual selects their product or service. The interviewee was a middle aged male. He explained that there are a few factors that are important when it comes to selecting what item to purchase. One important factor is price. He explained that price matters because necessities such as food, clothing, family, and paying his mortgage are more of a priority. After these necessities are taken care of, he has to monitor his spending.  This individual explained that price is a major reason why he may purchase competing products and services. Additionally, he explained that quality is another important factor when it comes to choosing what to purchase. He argued that the quality of the item shapes his mind about future purchases. Picking what to purchase ultimately comes down to price and quality for this individual.

How/Where do they buy?: This interviewee highlighted that he only purchases items in stores compared to online shopping. He explained that it is much simpler and safer. He has had identity theft issues in the past and is cautious about putting banking information online. He explains that buying products in stores eliminates the chance of someone hacking your information. This reduces the chance of the customer having negative experiences with the purchase. Online shopping is more stressful he explained. In contrast with the other interviews, he is more likely to use cash rather than credit or debit cards. He explains that cash is "real, physical money". Furthermore, this interviewee argued that cards make it too easy to access large amounts of money. He believes using a card is too convenient, and can have negative consequences. He can always track his spending when it comes to cash.

Post-purchase evaluation: Just like the first two interviews, this interviewee explained that one very important trait was how much use he got from the item when thinking about the "rightness" of the purchase. He thinks about whether or not he enjoyed using the item. In determining if the purchase was a good idea, he measures his feelings and weighs it with his other expenses to see if it was smart. Deciding that the purchase was a bad idea comes from a few reasons for this individual as well. If he did not have time for it, if the item did not perform as intended, or if it became a source of stress, this interviewee sees it as a bad purchase.

Report the findings of your research

From these interviews I learned more about ways people plan on reaching their health goals and maintaining a healthy lifestyle. From the first assignment to now, I gained more insight on factors that determine the behaviors of buyers. Additionally, I learned that the factors that people are aware of are often similar; price and quality are common factors. Furthermore, how, where, and explanations explain similarities and  differences between individuals and their behaviors. My idea would be used differently on each case. Last but not least, I learned that people also have different methods on evaluating their purchases. Some focus on price, while others focus on feelings and experience.

Draw Conclusions

I would describe this segment in terms of "alternative evaluation", "how/where they purchase" and "post-purchase evaluation" as having similarities and differences for each individual. Each person may differ in their approaches, but also have similar factors in determining behaviors. At the end of the day, they have the same goal to improve their lifestyles and maintain their health goals.