15A – Figuring Out Buyer Behavior No. 2

For this assignment, I interviewed three of my friends at the University of Florida.
In all three interviews, I've tried to determine the interviewees buyer behavior. I started by asking what is the determining factors in making a purchase. Two of the interviewees determined that quality is the determining factors, while the other interviewee said that price is the determining factor. The two interviewees that said that quality is the determining factor said that when three items of similar pricing are very close to each other in price, they choose the product that they think is of the highest quality. The other interviewee said that no matter what 90% of the time he goes for the cheapest option. This is because he pays for things on his own budget.
The interviewees that stated that they buy things of the highest quality found that most of the time they purchase things in the store, while the interviewee that buys things off the price stated that they usually find themselves buying things online. This is because they like to be in-person in order to determine how high of quality the product is. When price is the only factor, they don't need to see the product face-to-face to determine this. All 3 interviewees said that they use card to pay for their purchases.

What I found from all my interviews is the thing that users find most important in the post-purchase evaluation is the frequency in which they use the product. If they found themselves using the product everyday, then they were content with their decision to buy the product. Also, the enjoyment that they have while using the product played a huge role in their post-purchase evaluation. If a consumer enjoys a product while using it, most of the time they find themselves being happy with their decision.
From these findings, I was able to draw the following conclusions. I found that there is a parallel relationship between people that judge their buying decisions through quality and those that enjoy buying their products in person. Adversely, I found that people who judge their buying decisions solely off price enjoy buying their products on the internet. I also found that the main factors in a consumer's post-purchase evaluation is the frequency in which they use their product along with the enjoyment that they have while using the product. I found that these interviews have helped me a lot in predicting buyer behavior.

Comments

  1. Nicholas McIntyreOctober 18, 2019 at 2:04 PM

    Dear Jordan,
    The answers your interviewees gave regarding what are the most important things when it comes to consumers making a purchase seem to correlate with what most people are saying, price and quality. However the difference between your interviewees responses about where they do their shopping (in person or online) is certainly an important issue to consider. Your analysis that people tend to be happier with cheap items if they were bought online seems to make sense to me as well.

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  2. Bryce BallardOctober 19, 2019 at 2:05 PM

    Jordan,
    This is a very good post and covers all of the information needed very well. I like that you narrowed the purchasing decisions from each person you interviewed and identified what was important on each one. Your post purchase evaluations were also very insightful and you did a great job explaining that. The conclusions you came to overall made sense and this is overall a very good post.

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  3. Philip AciernoOctober 21, 2019 at 11:09 AM

    Jordan,
    Your interviews answered all the key points in the process. I like how you formatted all of your questions into covering what consumers want when looking for a product. I got very similar results that people want to see the product in person and will buy it online if that is the cheaper option for the consumer. Great post.

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