Figuring Out Buyer Behavior No. 1
The segment chosen here is: freshmen college students who live on campus, have no car, and need petty cash. The questions surround the idea of when and how does one realize they need money. However, they must decide that they want to sell items they own for this money, or it doesn't fit the same market segment.
Upon asking the first interviewee to walk through her buyer behavior process, she spoke specifically of when she couldn't go out with friends because she didn't have the money. When she finished going through potential revenue streams in her head, like a job or selling blood, and realizes she can do neither, she turns to selling clothes. Upon the realization that she could easily sell clothes to recoup funds, she begins to look up "places in Gainesville to sell clothes" on Google.
When I moved to the second interviewee, she said the exact moment of her realization was when she was at the store and couldn't purchase the things she really wanted to. When she thought of alternative money makers, she would rather get a job than sell clothes but would do it if need be. If she was to look for more information on selling clothes, she said that she would look up "place to sell clothes near me" or "places in Gainesville to sell clothes." She said that would be the extent of her information search.
The third interviewee spoke of the moment of need awareness to be more of a thought in the back of her mind. She said she could not distinctly point out the moment but did reference multiple times that when she looked at her bank account balance and saw it was lower than she liked as the closest to the moment. She said that she would rather sell clothes than her time because she has less of the latter. She said she would talk with some friends and acquaintances to see which place would give her the most money. If the search came back empty, she said she might go to Google and search for "places in Gainesville where I can sell clothes".
These responses give me indication that this market segment is well established, and it would be a segment to seek after. Their need awareness occurs about when I expected. It generally happens when they realize they have no money. It is more at specific locations, but in respect to the last interviewee, it was an event that could happen anywhere. The information search for this market generally happens online so using search terms to bring up a service like mine that is even closer than most others would be in my best interest.
Upon asking the first interviewee to walk through her buyer behavior process, she spoke specifically of when she couldn't go out with friends because she didn't have the money. When she finished going through potential revenue streams in her head, like a job or selling blood, and realizes she can do neither, she turns to selling clothes. Upon the realization that she could easily sell clothes to recoup funds, she begins to look up "places in Gainesville to sell clothes" on Google.
When I moved to the second interviewee, she said the exact moment of her realization was when she was at the store and couldn't purchase the things she really wanted to. When she thought of alternative money makers, she would rather get a job than sell clothes but would do it if need be. If she was to look for more information on selling clothes, she said that she would look up "place to sell clothes near me" or "places in Gainesville to sell clothes." She said that would be the extent of her information search.
The third interviewee spoke of the moment of need awareness to be more of a thought in the back of her mind. She said she could not distinctly point out the moment but did reference multiple times that when she looked at her bank account balance and saw it was lower than she liked as the closest to the moment. She said that she would rather sell clothes than her time because she has less of the latter. She said she would talk with some friends and acquaintances to see which place would give her the most money. If the search came back empty, she said she might go to Google and search for "places in Gainesville where I can sell clothes".
These responses give me indication that this market segment is well established, and it would be a segment to seek after. Their need awareness occurs about when I expected. It generally happens when they realize they have no money. It is more at specific locations, but in respect to the last interviewee, it was an event that could happen anywhere. The information search for this market generally happens online so using search terms to bring up a service like mine that is even closer than most others would be in my best interest.
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