Figuring Out Buyer Behavior No. 2
Summary of Interviews
I interviewed three people: my big in my sorority, my female roommate, and my brother at FSU.
Alternative Evaluation
- All three focused on price as the most important feature of a ride share service, largely due to their low budgets as college students.
- Good company reputation (regarding safety) was important as well, especially to the female interviewees.
How/Where Do They Buy
- Online using app is most convenient method to them.
- Using debit/credit card; cash undesirable.
Post Purchase Evaluation
- Getting home safe and quick matters the most to them.
- Qualities of good purchase: quick and direct route, smooth driving, nice/"chill" driver
- Qualities of bad purchase: driver not being efficient, seemingly expensive, rude/sketchy driver
Conclusion
The emphasis on low price is definitely key for this segment. They also seem to prefer very modern transaction methods, considering that they wish to use online methods to hail taxis and are against using cash. The emphasis on safety as a major positive quality is reassuring to my business idea.
I enjoyed the way you structured your data. I definitely agree that price is one of the most important factors to consider when creating a business because everyone, no matter their economic ranking, considers their finances within their day to day lives. Having a modern state of our businesses is also important in order for our businesses to keep up with the times and keep running. Great post, we have similar things that must be considered for our businesses futures.
ReplyDeleteHey Katherine,
ReplyDeleteI like your idea of a safe female diver ride sharing service. I agree with your interviewees that an important aspect to your product would be accessibility on the phone, safety, and price. Many people who would be using this would be college students who need to save money. Safety is one of the main reasons this app was created so to be safe. Having an app for your phone would make this service widespread and easily accessible.