Buyer Behavior No. 2
For the Evaluation of Buyer Behavior Part 2, I interviewed three people: Lilly N., Placenta K., and Bethany R.
In the Alternative Evaluation stage, I questioned the three of them regarding their habits and thoughts as they go to buy an item of clothing, specifically what attributes did they consider most important and their reasoning. Lilly N. stated that she was more concerned with the price and comfort of an item than overall quality. She wanted affordable and comfy clothing. Yet, Placenta K. said that she wanted quality and comfort out of her clothes and stated specifically that she did not want an item that would fall apart soon after purchase. Bethany R. was sure that quality and style were her most looked for characteristic in clothes. She referenced her unique sense of style, and that finding vintage and quality pieces often came at a higher cost.
When I moved on to the Buying Process stage, two of the three had similar responses. Both Lilly and Placenta said that their probability of going shopping online or in-store was 50/50, but that they would often look at items in store and buy them online. Bethany, on the other hand, said that she almost always shopped in store because she would not be able to tell the quality and size of the items online.
The Post-Purchase Evaluation stage elicited even more diverse answers from the three. Lilly N. said that she knew she made a worthwhile purchase when she got a lot of wear out of an item and it became a fixture in her wardrobe. If she had to stop herself from wearing it all the time, she said that would be a really good purchase for her. A bad purchase for Lillie happens when she never wears it, or had to stretch herself financially to purchase it. Similarly, Placenta said that she knew that she made a good purchase when she wore that item consistently and it was durable, but when she received many compliments on that item and queries as to where it was from, that made her certain that the purchase was good. Her worst purchases have been ones where she never wore the item, the item was far out of her usual style and people noticed that. Bethany R. spoke similarly to both of the previous interviewees. She said that her best purchases have had a long wear life and have been staples in her closet. She said that the purchases she truly regretted have been overpaid for and they fall apart.
To conclude, I believe my biggest opportunity that has been revealed would be an online capability of my business to capture that segment of the market that solely or mostly shops online as that seems to be where the majority of the customers would not look to my business.
In the Alternative Evaluation stage, I questioned the three of them regarding their habits and thoughts as they go to buy an item of clothing, specifically what attributes did they consider most important and their reasoning. Lilly N. stated that she was more concerned with the price and comfort of an item than overall quality. She wanted affordable and comfy clothing. Yet, Placenta K. said that she wanted quality and comfort out of her clothes and stated specifically that she did not want an item that would fall apart soon after purchase. Bethany R. was sure that quality and style were her most looked for characteristic in clothes. She referenced her unique sense of style, and that finding vintage and quality pieces often came at a higher cost.
When I moved on to the Buying Process stage, two of the three had similar responses. Both Lilly and Placenta said that their probability of going shopping online or in-store was 50/50, but that they would often look at items in store and buy them online. Bethany, on the other hand, said that she almost always shopped in store because she would not be able to tell the quality and size of the items online.
The Post-Purchase Evaluation stage elicited even more diverse answers from the three. Lilly N. said that she knew she made a worthwhile purchase when she got a lot of wear out of an item and it became a fixture in her wardrobe. If she had to stop herself from wearing it all the time, she said that would be a really good purchase for her. A bad purchase for Lillie happens when she never wears it, or had to stretch herself financially to purchase it. Similarly, Placenta said that she knew that she made a good purchase when she wore that item consistently and it was durable, but when she received many compliments on that item and queries as to where it was from, that made her certain that the purchase was good. Her worst purchases have been ones where she never wore the item, the item was far out of her usual style and people noticed that. Bethany R. spoke similarly to both of the previous interviewees. She said that her best purchases have had a long wear life and have been staples in her closet. She said that the purchases she truly regretted have been overpaid for and they fall apart.
To conclude, I believe my biggest opportunity that has been revealed would be an online capability of my business to capture that segment of the market that solely or mostly shops online as that seems to be where the majority of the customers would not look to my business.
Hey Elly,
ReplyDeleteLooks like our interviewee's had similar answers. From this assignment I have learned that quality and appearance matters most when it comes to the average purchase. In today's world of online shopping, sometimes it is tough to actually go to the store when its 3 clicks of a button away. However, for certain products like groceries or clothes, I would rather see for myself what I am buying before I actually make a purchase.
Maeghan,
ReplyDeleteI really enjoyed reading your post, because I am all of these shoppers rolled into one. I don’t shop online because I’m too cautious, so I prefer just going to the actual store. But when I do shop I look at quality, price, and style. If those things are all within reason I tend to buy the item. Along with that, I do feel better about my clothes when I buy it for a cheap price, and everyone loves it. But I do think that it would help your business by having an online feature for all the people who prefer to shop online. Thank you for sharing.
-Elly