12A Figuring out Buyer Behavior

Segment

The segment I have decided to focus on Purchase Decision for young vegetarians. I plan to determine the factor for why they would or would not purchase the product. 

Interview

Jeanna: Jeanna has been a vegan for around 4 years now and believes it has impacted her greatly. Jeanna said she could afford the 100-dollar price range knowing that that it would save her money growing her own food and it would last longer in the ground then in a bag slowly decaying, resulting in her saving more money by not throwing food away. Her purchase decision boiled down to the saving she would receive and easier access so she could live her life style with more easy versus taking constant trips to Aldi or Whole foods.

Caleb: Caleb said that allow he lives in an apartment he would be very in the middle about purchasing due to the lack of space with his three other roommates and the potential impact on the power bill for having something that is running 24/7. He does have the need for a product that would save him from driving because he does not have a car in college. After expressing the use if the LED lights to keep power bills down to a minimal and bouncing the idea around of a hanging device or one that is a multipurpose shelf, he would then be closer to purchasing it. His last issue was he is not the craftiest with assembling and tends to get a little frustrated. I told him we could have a number to call for help or a fee for a worker to come in a pop it up quickly and by that point he felt very good about owning something like this.

Derrick: Derrick would purchase this item, but he feels the price point is not an investment he can make right now. He is also nervous that if he does purchase it there would be an issue with his lack of gardening skills. I reaffirmed this by explain the use of the manual that will cover basic instructions and images for basic plants to keep them healthy. He also made the comment that he would enjoy using the machine as a center piece for his guest to look at and it would fit well within his apartment. If he had the money and could read reviews and see test results that the plants were working, he would buy the product.

What I learned?

I learned that when the cost of something good is low enough users are not afraid to try it out so it is vital that a more expensive product like mine is heavily tested so the costumers can see reviews and images. I also noticed that people in my segment which our young vegetarians seem to be a upcoming sociocultural trend that may allow my product to gain a larger audience in the future. I understand also that there is a need for this product, but it is one that has not been widely identified as a possible solution or if so it is expected to require a whole construction project to create it. My product will act as a viable action.

            Conclusion

I see that the need was known but was very broad, how can I get more healthy foods to continue my life style with less effort. The need arose more and more as discussions continued which leads me to believe that the need sis there but is not necessarily known to be an option. Hopefully with further marketing when the product comes into existence people will hear about it and find interest.