15A- Figuring Out Buyer Behavior #2
For this section of buyer behavior, I narrowed my segment slightly. I chose single, undergraduate
college students at UF (ages 18-23), that cook for themselves, shop for food themselves, and do not
share food with roommates or anyone else. Currently, without the opportunity to purchase smaller
portioned food, they have to cope with large portions. One of the individuals I interviewed, currently
tries to prepare meals in advance for the week. This saves time and money, because it decreases
waste and allows for the time commitment to be contained to a single day. However, this requires a
lot of time and fridge space, and makes the meals repetitive, so they quickly tire of these options.
The other interviewee uses an online ordering service that delivers ingredients to cook. This is
convenient due to it being online and the smaller portions, but it doesn't allow for freedom cooking.
The last person, just buys the large portions from the grocery store, and whatever is not used is just
wasted. This is an issue, because they assume they will save money, but in the long run they end
up wasting food when it spoils, and by extension wasting a lot of money. Each of them agreed that
they chose their alternatives due to cost and convenience. They were pretty evenly split on whether
they shopped in store or online. The convenient new feature that a lot of local grocery stores are
implementing is delivery from their store, which allows for this product to be available to both the
online and in-store shoppers. They use cash, like when they normally buy groceries. Usually, their
contentment with their purchase is tied to their appetite, at the time that they use the product. Their
post-purchase evaluation is also based on if they end up wasting any of the food.
college students at UF (ages 18-23), that cook for themselves, shop for food themselves, and do not
share food with roommates or anyone else. Currently, without the opportunity to purchase smaller
portioned food, they have to cope with large portions. One of the individuals I interviewed, currently
tries to prepare meals in advance for the week. This saves time and money, because it decreases
waste and allows for the time commitment to be contained to a single day. However, this requires a
lot of time and fridge space, and makes the meals repetitive, so they quickly tire of these options.
The other interviewee uses an online ordering service that delivers ingredients to cook. This is
convenient due to it being online and the smaller portions, but it doesn't allow for freedom cooking.
The last person, just buys the large portions from the grocery store, and whatever is not used is just
wasted. This is an issue, because they assume they will save money, but in the long run they end
up wasting food when it spoils, and by extension wasting a lot of money. Each of them agreed that
they chose their alternatives due to cost and convenience. They were pretty evenly split on whether
they shopped in store or online. The convenient new feature that a lot of local grocery stores are
implementing is delivery from their store, which allows for this product to be available to both the
online and in-store shoppers. They use cash, like when they normally buy groceries. Usually, their
contentment with their purchase is tied to their appetite, at the time that they use the product. Their
post-purchase evaluation is also based on if they end up wasting any of the food.
With these interviews, I still found that my idea for smaller portions allows for a multi-faceted solution
for singles, who enjoy cooking for themselves. My segment, as poor college students and millennials,
is cost-effectiveness and convenience. I felt that I gained important information in the production and
practical purchasing of my product.
for singles, who enjoy cooking for themselves. My segment, as poor college students and millennials,
is cost-effectiveness and convenience. I felt that I gained important information in the production and
practical purchasing of my product.
Hey Nancy,
ReplyDeleteI thought it was super interesting the diversity in all of the answers that you got to your interviews! I think the major points that you can take away from this is the rationality of all of the consumers, since many of them weighed the cost of the products versus the convienance factor. I agree with them as well about how they would rather use cash instead of credit. This takes away the worry of paying money back to the credit company, as I like to believe it is better to pay with money you already have. This interview assingment gave some good and diverse information about your product.