Assignment 15A - Figuring Out Buyer Behavior No. 2

1) Pre and Post Purchase Evaluation. In the last case exercise, you determined how customers sought information related to solving their need. The outcome of this step is to produce a set of alternatives. Customers pick from among this set of alternatives. In this step, your job is to figure out how they do their picking. Does price matter the most? Does quality? Does style? Is there more than one factor that is important to your customer segment?

What matters most to your customers when they think back on the 'rightness' of the purchase? What helps them determine the purchase was a good idea? What sorts of things make them think a purchase was a bad idea? 

            1a. In all three of my interviews price and quality (expected quality) were the two driving factors in the decision process. My first interviewee also stated that a reputable (tenure) company with good reviews was of importance. My second interviewee stated, in terms of a valet recycling service, that the size of the container was important to her since she lives in an apartment with limited space. My third interviewee, who always lives in an apartment, stated that frequency of pick-ups was important also.

1b. When thinking back on the “rightness” of the purchase and what helps one determine the purchase was a good idea, all three interviewees had the same response. The first was that their need and/or want was fulfilled. The second was that the value was worth the price paid. The third, specifically in reference to a valet recycling service, was that their decision is good for the environment. The two driving factors for thinking a purchase was a bad idea were paying too much (not a good deal) or not liking the product/service.

2) How/where do they buy? Elements of the actual transaction can help characterize your segment. Is your segment more likely to buy online or in a store? Are they more likely to use cash or will they finance the purchase? Etc. If this is a B2B purchase, who's involved in the purchase decision? 

            2a. For a service such as this, the most convenient option would be a quarterly statement sent directly to their home or email. From there, payment could be made via check (or eCheck), online with a debit card, or online with bill pay from a bank.

3) Draw conclusions. Based on what you know about this segment and what you learned in your interviews, how would you succinctly describe this segment in terms of alternative evaluation, purchase decision, and post-purchase evaluation? 

            3a. I thought it was interesting that my interviewees all had similar responses in the factors that drive their buying process. As with any service, the price and the expected quality of the service are important in the purchase decision. Equally important, the value of the service needs to match the price one is paying. The leading thought behind a bad purchase decision was overpaying.