15A – Figuring Out Buyer Behavior No. 2
Alternative Evaluation:
I found that the most common alternatives my segments looks into while searching online for a cruelty-free belt/purse/wallet are simply other available products that meet those needs. These products can be made from cork, canvas, pleather, etc. but what is interesting is that when I asked about what matters most, even though I interviewed three vegans again, the answers were all different. One guy said to him quality was the most important, that he had gone through too many badly made vegan wallets. I assumed this person had the highest income, another person said she looked for a mix of style and price, while the third interview mentioned he also considered the style and quality, but the price was the biggest determining factor.
How/where do they buy?
This is often a B2C business, and my interviewees all purchased their products online. However, the thought came to mind while doing this, that I might also be able to sell these products to large retailers (like Neeman Marcus) and I would also be a B2B. Customers are more likely to pay with cash or credit.
Post-purchase evaluation.
Unanimous amongst all three interviews was the fact that they typically felt pretty good buying a vegan product. But that the main feeling of "was it worth it" came from both a mix of how good the product itself is, and respectively if they got it at a good price.
Conclusion
I would describe this segment as very niche specific, with general behaviors to a more general crowd when it comes to searching for alternatives and deciding what matters to them. I did note that this segment does like to shop online, as it is easier to find different alternatives in a shorter time. Based on what they respectively value during their purchase decision, their post-purchase evaluation is guided on how they feel post purchase on those things that mattered to them (price, style, quality).
Hi Cristian,
ReplyDeleteThe fact that all three of your interviewees gave you such different answers is a great start to identifying your consumers values and really hits on all three sides: price, quality, style. Now that you know what they value most, you can build your product around what they value to ensure it is what they want. I also think that expanding to B2B is a great idea. It's a win-win-win since you get to reach a bigger market, the consumer can trust what they're buying, and the company can brand themselves with social responsibility.
Thanks for sharing,
Tess
Cristian,
ReplyDeleteI also found from my interviews that alternative evaluation was a mix between price and quality, but depending on the person it was more of one than the other. People these days seem to purchase online a lot, therefore, I think it was great that you noticed this and maybe you could try to incorporate this in your business idea as well.
Hello Cristian,
ReplyDeleteI find it rather interesting that all three of the vegans that you interviewed had different answers. Of course, everyone will answer differently, but within a small subgroup like the vegan population, I would have imagined that their answers would have been rather similar. This understanding could lead you further developing and utilizing the knowledge of these smaller subgroups within the vegan community to better push your product.